Enhancing the benefits of professional sport philanthropy: The roles of corporate ability and communication strategies |
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| Authors: | Yuhei Inoue Joseph E Mahan Aubrey Kent |
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| Institution: | 1. The University of Memphis, Department of Health and Sport Sciences, Fieldhouse 208, Memphis, TN 38152, USA;2. Temple University, School of Tourism & Hospitality Management, 365 Speakman Hall, 1810 North, 13th Street, Philadelphia, PA 19122, USA;3. Temple University, School of Tourism & Hospitality Management, 349E Speakman Hall, 1810 North, 13th Street, Philadelphia, PA 19122, USA |
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| Abstract: | Building upon scholarly work on corporate associations, social identity, and corporate philanthropy, this study aimed to: (1) identify the effect of perceived corporate ability (CA) associations of professional sport organizations (PSO) on consumer support of their nonprofit partners and (2) understand communication strategies that enable PSOs to gain greater business benefits from their philanthropic activities. The results of an experiment supported the role of perceived CA in influencing consumer intentions to donate to a PSO's nonprofit partner, and further showed that this perception had a greater effect when respondents’ identification with the PSO was low. The finding also indicated that a message describing a PSO's donation of a large amount of money for a cause could create positive attitudes toward the PSO. These findings extend recent work on professional sport philanthropy by demonstrating that—under certain conditions—such an activity can enhance benefits for both PSOs and their nonprofit partners. |
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