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Impact of Corporate Social Responsibility (CSR) Activities of Sports Clubs in Portugal on Brand Attitude and Electronic Word-of-Mouth Intention

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Information Systems and Technologies (WorldCIST 2022)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 470))

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Abstract

This research aims to analyze Corporate Social Responsibility (CSR) in the Sports Industry, specifically in the universe of sports clubs in Portugal. The main goal was to understand what the fans’ perceptions on CSR practices of Portuguese sports clubs are, and how these perceptions influence their brand attitude and e-WOM intention. A questionnaire survey was conducted, obtaining a total of 159 responses. The research results show that the fans’ perception of CSR initiatives positively influences their identification with the club, pride, word-of-mouth (WOM), electronic word-of-mouth (e-WOM) and the intention to remain members. The intention to become paid members of a sports club is not influenced by the fan’s perception of CSR. However, their familiarity with the clubs’ CSR initiatives positively influences their identification with the club, WOM and e-WOM. In addition, relevant managerial implications are provided for sports club’s managers as to how to improve CSR communication and create long-term benefits for the clubs.

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Acknowledgment

UNIAG, R&D unit funded by the FCT – Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education. Project no. UIDB/04752/2020.

Author information

Authors and Affiliations

  1. ISAG - European Business School and Research Center in Business Sciences and Tourism (CICET–FCVC), Porto, Portugal

    Joana Tavares

  2. ADiT-LAB, Instituto Politécnico de Viana do Castelo, Viana do Castelo, Portugal

    Jorge Esparteiro Garcia, Manuel Fonseca & Andreia Teixeira

  3. INESC TEC, Porto, Portugal

    Jorge Esparteiro Garcia

  4. Unidade de Investigação Aplicada em Gestão (UNIAG), Porto, Portugal

    Manuel Fonseca

  5. MEDCIDS, Porto, Portugal

    Andreia Teixeira

  6. CINTESIS - Faculty of Medicine, University of Porto, Porto, Portugal

    Andreia Teixeira

Authors
  1. Joana Tavares
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  2. Jorge Esparteiro Garcia
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  3. Manuel Fonseca
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  4. Andreia Teixeira
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Corresponding author

Correspondence to Jorge Esparteiro Garcia .

Editor information

Editors and Affiliations

  1. ISEG, Universidade de Lisboa, Lisbon, Portugal

    Alvaro Rocha

  2. College of Engineering, The Ohio State University, Columbus, OH, USA

    Hojjat Adeli

  3. Institute of Data Science and Digital Technologies, Vilnius University, Vilnius, Lithuania

    Gintautas Dzemyda

  4. DCT, Universidade Portucalense, Porto, Portugal

    Fernando Moreira

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Tavares, J., Garcia, J.E., Fonseca, M., Teixeira, A. (2022). Impact of Corporate Social Responsibility (CSR) Activities of Sports Clubs in Portugal on Brand Attitude and Electronic Word-of-Mouth Intention. In: Rocha, A., Adeli, H., Dzemyda, G., Moreira, F. (eds) Information Systems and Technologies. WorldCIST 2022. Lecture Notes in Networks and Systems, vol 470. Springer, Cham. https://doi.org/10.1007/978-3-031-04829-6_57

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