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...
Guardat en:
| Autors principals: | , , |
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| Format: | Article ou chapitre numérique |
| Idioma: | Français |
| Publicat: |
2025
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| Accés en línia: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Sumari: | 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. |
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