Kyongmin Lee1, YongKoo Noh2, Kang-Won You3
1Dankook University, Department of Sport Management, Cheonan, Korea
2Korea Institute of Sport Science, Department of Policy Development, Seoul, Korea
3Jeonju University, Department of Soccer, Jeonju, Korea
The Mediation Effect of Corporate Image and Corporate Attitude on the Relationship between the Social Responsibility Activity of Sports Enterprises and the Loyalty of Customers
Sport Mont 2020, 18(1), 33-37 | DOI: 10.26773/smj.200206
Abstract
The direct causal relationship between Corporate Social Responsibility activity and customer loyalty has been dealt with in many research studies, but there is a lack of discussion on the parameters that may affect the relationship between the two variables. Thus, this research selected corporate image and corporate attitude as parameters that could affect the relationship between the social responsibility activity of sports enterprises and customer loyalty and empirically investigated the relationship of each variable. For this research, the survey targeted 300 students of a four-year university located in the Gyeonggi-do, Chungcheong-do, and Jeolla-do regions of the Republic of Korea using a convenience sampling method. The main results of the hierarchical multiple regression analysis based on the mediation effect analysis method proposed by Baron and Kennedy are as follows: First, the social responsibility activity of sports enterprises was found to have a positive impact on the following factors: 1) corporate loyalty, 2) corporate image, 3) corporate attitude. Second, the corporate image was found to have a positive impact on customer loyalty. Third, the corporate attitude was found to have a positive impact on customer loyalty. Fourth, the social responsibility activity of sports enterprises was found to have a positive impact on customer loyalty through the corporate attitude and corporate image.
Keywords
corporate attitude, corporate image, customer loyalty, social responsibility activity of sports enterprises
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