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Joon Kyoung Kim, Holly K. Ott, Kevin Hull and Minhee Choi

This study examined the impact of exposure to corporate social responsibility (CSR) messages on individuals’ attitudes and behavioral intentions toward a Major League Baseball (MLB) team’s CSR efforts. Using a 2 (information source: team source or a third-party source) × 2 (CSR initiatives: efforts to help cancer patients or military appreciation recognition) with two nonfactorial control conditions (team source or a third-party source) experimental design, this study aims to identify how factors such as information source, perceived sincerity, and different types of CSR activities impact a MLB team’s CSR messaging on social media. Path analysis was used to examine significant paths between variables; results indicated that CSR messages generated a halo effect, thus providing implications for how MLB teams should develop CSR strategies and most effectively communicate about these efforts. Theoretical and practical implications of study results are discussed.

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Samuel López-Carril and Christos Anagnostopoulos

CSR initiatives ( Dunn & Harness, 2018 ). In addition, CSR messaging on social media can facilitate a halo effect that benefits sports entities in times of crisis ( Kim, Ott, Hull, & Choi, 2017 ). However, the extant literature has found that PTSOs’ social media strategies have largely focused on

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John Vincent, Jason W. Lee, Kevin Hull and John Hill

captured the essence of the university and “emotionally connected with the audience,” creating what Leuthesser, Kohli, and Harich ( 1995 ), drawing from cognitive psychology, described as a halo effect or feel-good factor about university achievements. Sullivan succinctly described it as “intelligently

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Brian M. Mills, Scott Tainsky, B. Christine Green and Becca Leopkey

halo effect with fans’ dislike for their rivals extending to negative evaluations of their rivals’ sponsors ( Bergkvist, 2012 ; Dalakas & Melancon, 2012 ; Davies, Veloutsou, & Costa, 2006 ). Although fans report a willingness to engage in aggressive and hurtful behaviors toward rivals, with the

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Bastian Popp, Chris Horbel and Claas Christian Germelmann

. doi:10.1080/00913367.1999.10673595 10.1080/00913367.1999.10673595 Heider , F. ( 1958 ). The psychology of interpersonal relations . New York, NY : John Wiley & Sons . 10.1037/10628-000 Hickman , T.M. , & Lawrence , K.E. ( 2010 ). The halo effect of goodwill sponsorship versus the pitchfork