Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team

Sang-soo Kim, Woo-yeul Baek, Kevin K. Byon and Sung-bum Ju
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Sang-soo Kim: School of Physical Education, Keimyung University, Daegu 42601, Korea
Woo-yeul Baek: Department of Sport Management, Kyonggi University, Gyeonggi-do 16227, Korea
Kevin K. Byon: Department of Kinesiology, Indiana University—Bloomington, Bloomington, IN 47405, USA
Sung-bum Ju: Department of Physical Education, Busan National University of Education, Busan 47503, Korea

Sustainability, 2020, vol. 12, issue 18, 1-12

Abstract: Creating shared value has been a new strategic management paradigm for professional sport teams around the world. However, despite the active participation of professional sport teams in creating a shared value program, research that addresses its effectiveness appears to be very limited. The present study investigates the influence of sport fans’ perceived creating shared value on team trust and fan loyalty and the moderating effects of sport fans’ altruism on the relationship between creating shared value and team trust in the Korean professional volleyball league. A total of 198 Korean volleyball fans participated in the present study. Results revealed that sport fans’ perceived economic and social values had significant impacts on team trust and, in turn, team trust significantly affected fan loyalty. However, the moderating effect of sport fans’ altruism was not found on the relationships between creating shared value and team trust. Consequently, the present study’s findings may provide professional sport teams’ marketers with the rationale as to the effectiveness of launching creating shared value programs.

Keywords: creating shared value; team trust; fan loyalty; altruism; professional sport (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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