The Role of Belief in Making a Difference in Enhancing Attachment to a Charity Sport Event |
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Authors: | Kevin Filo Mark D. Groza Sheranne Fairley |
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Affiliation: | 1. Griffith Business School , Griffith University , Queensland , Australia k.filo@griffith.edu.au;3. Department of Marketing , Northern Illinois University , DeKalb , Illinois , USA;4. Department of Sport Management , University of Massachusetts Amherst , Amherst , Massachusetts , USA |
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Abstract: | Charity sport events provide charitable organizations with a mechanism to communicate the mission of the charity to a large participant base, while fostering a meaningful event experience for event participants. This research examines the relationship among motives for charity sport event participation, participant belief in making a difference, and attachment to the event. In making this examination, an online questionnaire was administered to participants in the 2007 Lance Armstrong Foundation (LAF) LIVESTRONG Challenge (N = 568). Through structural equation modeling, the results demonstrate that belief in making a difference mediates the relationship between social and charity motives and attachment. Suggestions are made for marketing communication, highlighting belief in making a difference via rituals, symbols, and social media to assist in attracting and retaining participants. |
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Keywords: | charity sport events belief in making a difference structural equation modeling attachment motivation |
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