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Organizations within the sport industry are facing increasing pressure to both maintain profitability and behave in socially acceptable ways, yet researchers have provided little information on how consumers perceive and react to corporate social responsibility (CSR). This mixed-design study examined the relationship between CSR activities and fans’ assessments of reputation and patronage intentions. In addition, the study sought to determine the role of team identification in the aforementioned relationship. Fans of two NFL teams were sampled (N = 297), with quantitative results suggesting that CSR is an important predictor of reputation, and that two types of patronage could be significantly impacted as well. The moderating effect of team identification was significant yet influenced the outcomes in different ways. Qualitative findings reinforced the quantitative discussion by providing support for the general conclusions that CSR was viewed favorably by most fans, and is an important aspect of the overall business strategy of a sport organization.
Walker is with the Dept. of Tourism, Recreation, and Sport Management, University of Florida, Gainesville, FL 32611. Kent is with the Dept. of Tourism and Hospitality Management, Temple University, Philadelphia, PA.