Enhancing the benefits of professional sport philanthropy: The roles of corporate ability and communication strategies

Yuhei Inoue · Joseph E. Mahan · Aubrey Kent

33 citations0/0 files storedSport Management Review

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Consumer Behavior in Brand Consumption and Identification Nonprofit Sector and Volunteering Sports, Gender, and Society

Abstract

Highlights► We examine how the benefits of professional sport philanthropy are enhanced. ► Corporate ability of a sport team increases consumer donation intention to its supporting cause. ► Perceived corporate ability negatively interacts with team identification. ► A donation of a large amount of money for a cause creates positive attitudes for a sport team.

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