Building CSR Image through Sport Sponsorship

This empirical research examines sport sponsorship as an initiative contributing to the sponsor’s socially responsible image. Statistical analysis performed on data collected among a panel sample of 400 adult consumers shows that CSR image benefits associated with sponsorships of grassroots sport properties can be achieved by national sports properties who actively engage in community initiatives. The property’s perceived need for support, on the other hand, appears irrelevant to the sponsor’s CSR image. further probing demonstrates the instrumentality of altruistic motive inferences and CSR image as a sequential intervening chain of factors leading to greater purchase intentions for sponsors.