Représentations de la RSO, capital marque et comportements des supporters
This article explores the social responsibility of soccer clubs from the point of view of their fans. Based on a survey of 670 fans and a structural equation model, it shows that their representations of social responsibility organized around social inclusion, education, donations, ethics, the envir...
সংরক্ষণ করুন:
| প্রধান লেখক: | , , |
|---|---|
| বিন্যাস: | Article ou chapitre numérique |
| ভাষা: | Français |
| প্রকাশিত: |
2025
|
| অনলাইন ব্যবহার করুন: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| সংক্ষিপ্ত: | This article explores the social responsibility of soccer clubs from the point of view of their fans. Based on a survey of 670 fans and a structural equation model, it shows that their representations of social responsibility organized around social inclusion, education, donations, ethics, the environment, and the economy have a positive influence on clubs’ brand equity, the intention to buy tickets and merchandise, brand attachment, and positive word-of-mouth. The authors recommend aligning clubs’ CSR strategies with these expectations for competitive advantage. |
|---|