Article2017

The Effects of Perceived Team Performance and Social Responsibility on Pride and Word-of-Mouth Recommendation

Mark Jaewon Chang · Joon‐Ho Kang · Yong Jae Ko · Daniel P. Connaughton

36 citations0/0 files storedSport Marketing Quarterly

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Sports, Gender, and Society Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Although pride is considered an important concept in the business marketing literature, this emotional construct has not been explored in the context of sport fan behavior. In particular, very few studies have investigated the antecedents and consequences of pride. To fill the conceptual void, in the current study, the researchers investigated the relationships among pride, team performance/corporate social responsibility (CSR), and word of mouth (WOM) recommendation. The moderating effect of team identification was also examined. The results suggest that both fans’ perception of team performance and CSR significantly influence pride and WOM recommendation. In particular, fans’ perceived team performance was found to be a very important predictor of pride among the low involvement group. Theoretical and managerial implications are discussed.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1992Alternative Ways of Assessing Model Fit 1979A Three-Dimensional Conceptual Model of Corporate Performance 1999Whence Consumer Loyalty?1999Corporate Social Responsibility 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication

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2021A 15-year Review of “Corporate Social Responsibility Practices” Research in the Hospitality and Tourism Industry 2022A review of the interpersonal experience, expression, and regulation of emotions in sport 2019The Impact of Self-Continuity on Fans' Pride and Word-of-Mouth Recommendations: The Moderating Effects of Team Performance and Social Responsibility Associations 2021Do Good, Have Good: A Mechanism of Fostering Customer Pro-Environmental Behaviors 2018The Impact of Brand-Event Fit in Virtual Advertising on Sport Television Viewers' Brand Attitudes

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