Moderating Role of CSR Initiatives and Team Net Worth on Consumer Authenticity Perceptions of Professional Sports League

Kylee Hebert and Dr. Prachi Gala, Marketing, Elon University, 50 Campus Drive, Elon, NC 27244

This research aims to investigate the importance of corporate social responsibility (CSR) performed by sport leagues, the impact of corporate competence and resource availability , and how they interact to shape consumer perceptions of authenticity. By knowing which CSR efforts (community outreach, environmentalism, and diversity) are seen as authentic by consumers, teams and leagues can strategically implement and promote the efforts that are truer to their mission and vision. To observe consumer perceptions of authenticity for NBA and NFL teams, three empirical studies will be conducted. Data to be collected measures authenticity, reliability, credibility, and attitude of respondents toward the type of CSR effort made by teams with the highest and lowest net worth in their leagues. For the NBA the teams with the highest and lowest net worth are the New York Knicks and the Memphis Grizzlies, respectively. In the NFL, the team with the highest net worth is the Dallas Cowboys and lowest is the Cincinnati Bengals. By staying true to the core values of their organizations and highlighting CSR efforts related to these values, companies can improve their perception among consumers. Bringing this knowledge to the sport industry can reveal key differences on methods of CSR advertising between leagues, team net worth, and how it impacts consumer perception to inform marketing and communications professionals.

Additional Abstract Information

Presenter: Kylee Hebert

Institution: Elon University

Type: Poster

Subject: Business

Status: Approved

Time and Location

Session: Poster 3
Date/Time: Mon 4:30pm-5:30pm
Session Number: 3170