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Damien Whitburn, Adam Karg and Paul Turner

contexts (health, arts, and education) through similarities in programs and activities provided, corporate social responsibility requirements through multiple stakeholders, social entrepreneurship, and the creation of social capital at the community level ( Shani, 2015 ; Whitburn et al., 2018 ). The

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Mark Dottori, Guy Faulkner, Ryan Rhodes, Norm O’Reilly, Leigh Vanderloo and Gashaw Abeza

what sport organizations communicate. In this regard, Brüggemann ( 2014 ) stated that frame sending relies on an organization’s media relations department, while frame setting relies greatly on the views of the reporter. Hence, the framing of a story about the corporate social responsibility of a sport

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Fei Gao, Bob Heere, Samuel Y. Todd and Brian Mihalik

to fulfill their corporate social responsibilities (p. 56). Yet, when we closely scrutinized these activities (i.e., Basketball on Campus, Grassroot Basketball, and Hope in Basketball), the common theme of growing the sport of basketball became apparent. There appeared to a clear theme of growing the

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Christopher M. McLeod and Calvin Nite

, 2018 ). Statements about youth participation may be interpreted as corporate social responsibility efforts rather than strategies for growing a market; however, the CEO and owner of one of the MLR teams explained how youth participation is necessary to grow fans: Now for me, the future is the youth

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Mohsen Behnam, Mikihiro Sato, Bradley J. Baker, Vahid Delshab and Mathieu Winand

customer engagement/value interface: An exploratory investigation . Australasian Marketing Journal, 21 ( 1 ), 17 – 24 . doi: 10.1016/j.ausmj.2012.08.006 Inoue , Y. , Funk , D.C. , & McDonald , H. ( 2017 ). Predicting behavioral loyalty through corporate social responsibility: The mediating role

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Robert Turick, Anthony Weems, Nicholas Swim, Trevor Bopp and John N. Singer

as a more legitimate form of corporate social responsibility (see Weems, Garner, Oshiro, & Singer, 2017 ). Athletic departments may even adopt this as a strategic initiative, as sport management research has shown that effective communication of corporate social responsibility practices may even