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Consumer Perceptions of a Sponsor’s Corporate Social Responsibility Activities

Title: Consumer Perceptions of a Sponsor’s Corporate Social Responsibility Activities.

Inaccessible until Jan 20, 2020 due to copyright restrictions.

Name(s): Mamo, Yoseph, author
James, Jeffrey D. (Jeffrey Dalton), professor directing thesis
Newman, Joshua I., 1976-, committee member
Rodenberg, Ryan M., committee member
Florida State University, degree granting institution
College of Education, degree granting college
Department of Sport Management, degree granting department
Type of Resource: text
Genre: Text
Issuance: monographic
Date Issued: 2015
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource (105 pages)
Language(s): English
Abstract/Description: ABSTRACT Sponsorship of sport properties accounts for approximately two-thirds of all sponsorship expenditures ("IEG Sponsorship Report," 2014). The global sponsorship sector increased from $48 billion dollars to $51 billion from 2011 to 2012 ("IEG Sponsorship Report," 2014). Organizations have increasingly shifted to sponsorship as a marketing communications vehicle in the hopes that the goodwill that consumers feel toward the cause will transfer to their image (Madrigal, 2001). With the same token, many researchers suggest there is a link between social initiatives and an organization's improved financial performance (e.g., Davis, 1960; Arlow and Gannon. 1982; Ullmann, 1985; McGuire et al., 1988; Waddock and Graves, 1997; Margolis et al., 2003). The main purpose of the proposed research is to better understand stakeholder perceptions of sponsors, specifically perceptions about the sponsors' CSR activities, and the potential impact of such perceptions on sponsors' image. The current study was quantitative in nature; using a quasi-experimental pre- and post –test control group design. The questionnaire was completed by FSU Sport Management students in three different sessions. The instruments for study were paper based questionnaires, which participants filled out between viewing two short video clips. Three different groups were participate in the study at three different times; each group received a different scenario pertaining to the sponsor's information and CSR activities; this study consisted of two experimental groups and one control group. All the groups followed the same procedure except the manipulation of the independent variable. Those in Group 2 read about the company's sponsorship activity, and those in Group 1 read information about the sponsorship activity and the company's CSR activity, and those in Group 3 read about the company's information. The measures in this study were adapted from existing literatures. The participants were 98 students. A descriptive analysis was conducted to assess the frequency of age (based on date of birth), gender, race and year in school. I analyzed the data to assess evidence of reliability pertaining to the constructs of interest: attitude toward the sponsor, sponsor's image, and attitude toward the sport property. Univariate analysis of variance (ANOVA) was used to test, and the result revealed that there were no significant differences between groups at the pre-test stage for all the dependent variables. While in the post-test there was a significant difference between groups were found regarding on attitude toward the sponsor and sponsor's image where p [less than] .05. Regarding attitude toward the sport property there was no significance difference both at the pre-test and post-test stages. Overall, group 1 (CSR and sponsorship) had a higher mean score of all dependent variables than group 2 (sponsorship) and group 3 (company information). Group 2 (sponsorship) had a higher mean score of all dependent variables than group 3 (company information).
Identifier: FSU_2015fall_Mamo_fsu_0071N_12791 (IID)
Submitted Note: A Thesis submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of Master of Science.
Degree Awarded: Fall Semester 2015.
Date of Defense: August 18, 2015.
Keywords: Corporate Social Responsibility, Sponsorship
Bibliography Note: Includes bibliographical references.
Advisory Committee: Jeffrey James, Professor Directing Thesis; Joshua Newman, Committee Member; Ryan Rodenberg, Committee Member.
Subject(s): Sports administration
Persistent Link to This Record:
Owner Institution: FSU

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Mamo, Y. (2015). Consumer Perceptions of a Sponsor’s Corporate Social Responsibility Activities. Retrieved from