Social Responsibility and the Olympic Games: The Mediating Role of Consumer Attributions |
| |
Authors: | Walker Matthew Heere Bob Parent Milena M Drane Dan |
| |
Institution: | (1) Athens University of Economics and Business, Athens, Greece;(2) American College of Greece, Athens, Greece;(3) ELTRUN-IMES (Interactive Marketing and Electronic Services), Department of Management Science and Technology, Athens University of Economics and Business, 76 Patission Street, 104-34 Athens, Greece |
| |
Abstract: | Current literature suggests that corporate social responsibility (CSR) can affect consumers’ attitudes towards an organization
and is regarded as a driver for reputation-building and fostering sustained consumer patronage. Although prior research has
addressed the direct influence of CSR on consumer responses, this research examined the mediating influence of consumer’s
perceived organizational motives within an NGO setting. Given the heightened public attention surrounding the 2008 Beijing
Olympic Games, data were collected from consumers of the Games to assess their perceptions of the International Olympic Committee’s
(IOC) socially responsible initiatives. We hypothesized that consumers of the Games were likely to cognitively elaborate on
CSR messages by way of three specific attribution effects derived from the literature. The results show that, contingent on
CSR awareness, consumers responded positively to social efforts judged to be values-driven and stakeholder-driven; and a negative
response was seen for efforts judged to be strategic. These attribution effects influenced various types of patronage and
perceived organizational reputation. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|