Gender differences on the effect of CSR engagement on team attitude and loyalty: a case study of a professional soccer club in Korea
by Ki Tak Kim; Dae Hee Kwak; Kathy Babiak
International Journal of Sport Management and Marketing (IJSMM), Vol. 16, No. 1/2, 2015

Abstract: The current case study examines the gender differences on the effect of perceived CSR engagement on attitude and re-attendance intention toward a professional sport team. Spectators at a professional soccer game (N = 380) in Korea participated in the study and a multiple group analysis was conducted between male and female participants. Findings show that perceived CSR engagement had a significant effect on re-attendance intention mediated by team attitudes. Interestingly, gender moderated the effect of perceived CSR engagement on team attitude, in the opposite direction from existing literature. For instance, CSR effects on attitude was greater for males than females, indicating that the link between a sport team's socially responsible initiatives and team attitude would be stronger for male spectators than female counterparts. Implications and directions for future research are discussed.

Online publication date: Wed, 24-Feb-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email