Longitudinal Effects of Corporate Social Responsibility on Customer Relationships
- 1.5k Downloads
Despite the emergence of corporate social responsibility, the impact of CSR efforts on customer relationships remains decidedly unclear. Moreover, previous studies have examined CSR in cross-sectional, experimental, and/or artificial settings. Through field survey data collected at both the beginning (n = 750) and conclusion (n = 469) of the 2007–2008 NBA season, the authors investigate linkages between customers’ perceptions of the CSR performance of an NBA team and the strength of their relationship with this same organization. With all respondents of the latter survey participating in both samples, the authors assess how CSR performance impacts customer relationships over time. The findings show how a firm that engages in CSR initiatives may reap rewards by building trusting and committed customer relationships which, in turn, help forge desirable customer behaviors. The results also demonstrate how CSR’s influence strengthens over the course of the tested business cycle, thus yielding revealing insights to academics and practitioners when it comes to understanding the real-world impact of CSR performance for strengthening customer relationships.
Keywordscorporate social responsibility customer relationships longitudinal sports
Unable to display preview. Download preview PDF.
- Babiak, K. and R. Wolfe: 2009, ‘Determinants of Corporate Social Responsibility in Professional Sport: Internal and External Factors’, Journal of Sport Management 23 (6): 717-742.Google Scholar
- Bartikowski, B. and G. Walsh: 2009, ‘Investigating Mediators Between Corporate Reputation and Customer Citizenship Behavior’, Journal of Business Research. doi:10.1016/j.jbusres.2009.09.018.
- Berger, I.E., P.H. Cunningham and M.E. Drumwright: 2007, ‘Mainstreaming Corporate Social Responsibility: Developing Markets for Virtue’, California Management Review 49(4): 132-57.Google Scholar
- Bhattacharya, C.B. and S. Sen: 2004, ‘Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives’, California Management Review 47(1): 9-24.Google Scholar
- Brock, E.: 2005, ‘CSR: Altruism or Corporate Benefit?’, Consumer Policy Review 15(2): 58-63.Google Scholar
- Bronn, P. S. and A. B. Vrioni: 2001, ‘Corporate Social Responsibility and Cause Related Marketing: An Overview’, International Journal of Advertising 20(2):207-222.Google Scholar
- Cashman, B.: 2004, ‘Winning On and Off the Field’, in M. Falls (ed.), Inside the Minds: The Business of Sports (Aspatore Inc., Boston, MA).Google Scholar
- Cone/Roper: 1999, ‘Cone/Roper Cause-related Trends Report: The Evolution of Cause Branding’, (Cone, Inc., Boston, MA).Google Scholar
- Curtis, J.: 2006, ‘Why Don’t They Trust You with CSR?’, Marketing September 13: 30-1.Google Scholar
- Du, S., C.B. Bhattacharya and S. Sen: 2007, ‘Convergence of Interests – Cultivating Consumer Trust Through Corporate Social Initiatives’, Advances in Consumer Research 34: 687.Google Scholar
- EIAA: 2008, ‘EIAA: Sport and the Shift to Interac- tive Media’, February 6, http://www.noticias.info/Asp.aspCommunicados.asp?nid=361273. Accessed 01 Sept 2009.
- Giving USA Foundation: 2009, ‘U.S. Charitable Giving Estimated to be $307.65 billion in 2008’, Press Release June 10.Google Scholar
- Hair, J.F., W.C. Black, B.J. Babin, R.E. Anderson, and R.L. Tatham: 2006, Multivariate Data Analysis, (Pearson Prentice Hall, Upper Saddle River).Google Scholar
- Herzberg F.: 1959, The Motivation to Work, (John Wiley, New York).Google Scholar
- HRFOCUS: 2007, ‘HR Focus News Brief: Corporate Social Responsibility Practices are on the Rise’, June 9.Google Scholar
- Joreskog K. and D. Sorbom: 2006, LISREL 8.80: User’s Reference Guide, (Scientific Software International, Chicago, IL).Google Scholar
- Lee, H., T. Park, H. K. Moon, Y. Yang and C. Kim: 2008, ‘Corporate Philanthropy, Attitude Towards Corporations, and Purchase Intentions: A South Korea Study’, Journal of Business Research. doi:10.1016/j.jbus.res.2008.08.007.
- Mendoza, M.: 2007, ‘Breakthroughs in Corporate Social Responsibility in the Phillipines’, Best Practices in Asian Corporate Governance, (Asian Productivity Organization, Tokyo, Japan).Google Scholar
- National Basketball Association: 2009, ‘NBA Cares’, http://www.nba.com/nba_cares. Accessed 01 Sept 2009.
- Nunnally, J.C. and I. Bernstein: 1994, Psychometric Theory, (McGraw-Hill, New York).Google Scholar
- Parnell, L.: 2005, ‘Making the Business Case for Corporate Social Responsibility: Why It Should Be Part of a Comprehensive Communications Strategy’, The Strategist (Spring), 49–51.Google Scholar
- Phua, J.: 2008, ‘Consumption of Sports Team-Related Media: Its Influence on Sports Fan Identity Salience and Self-esteem’, Paper Presented at the Annual Meeting of the International Communication Association, Montreal, QC, Canada, May 21. Retrieved from http://www.allacademic.com/meta/p230720_index.html. Accessed 01 Sept 2009.
- Plunkett Research Ltd.: 2009, ‘Sports Industry Overview’, http://www.plunkettresearch.com/Industries/Sports/SportsStatistics/tabid/273/Default.aspx. Accessed 01 Sept 2009.
- Porter, M.E. and M.R. Kramer: 2002, ‘The Competitive Advantage of Corporate Philanthropy’, Harvard Business Review 80(12): 56-69.Google Scholar
- Porter, M.E. and M.R. Kramer: 2006, ‘Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility’, Harvard Business Review 84(12): 78-92.Google Scholar
- Ross, S.D.: 2007, ‘Segmenting Sport Fans Using Brand Associations: A Cluster Analysis’, Sport Marketing Quarterly 16(1): 15-24.Google Scholar
- Schnietz, K. E., S. Advani, T. Henderson, H. McIntyre, D. Simms and S. V. Valkenburg: 2005, ‘A Look at Porter’s 5-Forces Industry Analysis as a Tool to Assess the Key Success Factors in the National Basketball Association’, Graziadio Business Report 8(4), http://gbr.pepperdine.edu/054/nba.html. Accessed 15 Jan 2009.
- Smith, A.C.T. and H.W. Westerbeek: 2007, ‘Sport as a Vehicle for Deploying Corporate Social Responsibility’, Journal of Corporate Citizenship 25(Spring): 43-54.Google Scholar
- Trail, G.T. and J.D. James: 2001, ‘The Motivation Scale for Sport Consumption: Assessment of the Scale’s Psychometric Properties’, Journal of Sport Behavior 24(1): 108-27.Google Scholar
- Verhoef, P.C., P.H. Francis, and J.C. Hoekstra: 2002, “The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased from Multiservice Provider: Does Age of Relationship Matter?’, Journal of the Academy of Marketing Science 30(3): 202-13.Google Scholar
- Walker, M., B. Heere, M. M. Parent and D. Drane: 2010, ‘Social Responsibility and the Olympic Games: The Mediating Role of Consumer Attributions’, Journal of Business Ethics. doi:10.1007/s10551-010-0445-x.
- Walker, M., and A. Kent: 2009, ‘Do Fans Care? Assessing the Influence of Corporate Social Responsibility on Consumer Attitudes in the Sport Industry’, Journal of Sport Management 23(6): 743-769.Google Scholar
- Wang, H., J. Choi and J. Li: 2005, ‘Too Little or Too Much? Reexamining the Relationship Between Corporate Giving and Corporate Social Performance’, Academy of Management Proceedings G1–G6.Google Scholar
- Warhurst, A.: 2008, ‘The Future of Corporate Philanthropy’, Business Week Online December 9, 16.Google Scholar
- White, E.: 2008, ‘Wooing Customers with Social Good Efforts’, Wall Street Journal Online, http://online.wsj.com/article/SB122816696112070087.html. Accessed 15 Jan 2009.
- Zablah, A.R., D.N. Bellenger, and W.J. Johnston: 2004, ‘Customer Relationship Management Implementation Gaps’, Journal of Personal Selling and Sales Management 24(4): 279-95.Google Scholar
- Zeigler, E.F.: 2007, ‘Sport Management Must Show Social Concern as it Develops Tenable Theory’, Journal of Sport Management 21: 297-318.Google Scholar