The negative effect of CSR-CSI domain overlap in CSR-linked sport sponsorship

Taeahn Kang and Hirotaka Matsuoka

Journal of Business Research, 2023, vol. 156, issue C

Abstract: This study aimed to examine (1) the effect of the corporate social responsibility-corporate social irresponsibility (CSR-CSI) domain overlap conditions on attitudes toward the sponsor via two serial mediators (i.e., perceived firm-serving motives for CSR activity and CSR perception of the sponsor) and (2) the moderating effect of cause involvement. Four experiments were conducted: Study 1 assessed the mediation model, and Studies 2, 3, and 4 tested the moderated mediation model. Participants reported a negative mediation mechanism in the high CSR-CSI domain overlap condition (i.e., when CSR was strongly associated with CSI) compared to those in the low CSR-CSI domain overlap condition (i.e., when CSR was weakly associated with CSI). Furthermore, this negative effect was weakened when the participants were highly involved in the cause. The findings provide sponsors with CSI insights into the effective CSR-CSI domain overlap strategy in the sport sponsorship field.

Keywords: Sport sponsorship; Corporate social responsibility; Corporate social irresponsibility; CSR fit; CSR motive; Cause involvement (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296322009924
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322009924

DOI: 10.1016/j.jbusres.2022.113527

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().