WHO CARES? TESTING (NON-)FINANCIAL RETURNS ON FOOTBALL CLUBS’ COMMUNITY INVESTMENT

This source preferred by Tim Breitbarth

Authors: Breitbarth, T. and Bryson, J.

Start date: 11 September 2013

Research into verifiable business case arguments for CSR in the sports sector remains rare despite conceptual developments and industry adaptations. Especially the effects that CSR activities have on consumers and members of respective communities require more understanding (Lee and Shinn, 2010).

Based on social exchange theory (Thibaut and Kelley, 1959) the study on English football clubs and communities uses the concept of reciprocity in order to contribute to the body of knowledge and industry practice in two ways: • Firstly, the study shows that the concept of downstream indirect reciprocity provides the missing theoretical link between conceptual developments and empirical findings in CSR and sport; • Secondly, the study establishes the relationship between sport clubs’ CSR activities and consumer reaction through experimental design.

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