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The importance of CSR practices carried out by sport teams and its influence on brand love: the Real Madrid Foundation

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  • Verónica Baena

Abstract

Purpose - This paper aims to to provide a better understanding of the effect that the corporate social responsibility (CSR) practices might have on brand love. It also analyzes the importance of making supporters be aware and involved in such initiatives. Design/methodology/approach - This study focuses on the Real Madrid Foundation, which is the most followed charitable sport institution worldwide. Data have been collected through a survey that was available online from January through April 2016. Participation has been solicited among the supporters of Real Madrid on fan sites. This produced a total of 402 completed questionnaires. In addition, the Managing Director of the Real Madrid Foundation has been interviewed. Findings - The CSR activities carried out by the team positively influence fan commitment toward the club. Keeping the supporters updated about such initiatives through social networks also helps to increase the bonds between the club and its followers. Moreover, the fans’ use of the club’s website and their involvement in the club’s CSR activities may have a positive impact on the love the supporters profess toward the team’s brand. This claim, however, must be treated with some caution because it has not been proved to be statistically significant. Originality/value - This study suggests that developing a website is not enough to get brand love from supporters. Experiential marketing does not seem to have statistical impact on brand love either. Conversely, the CSR actions and the use of social networks to keep followers updated about the social initiatives carried out by the team do provide new opportunities to achieve an emotional attachment toward the club and therefore, positively affect brand love.

Suggested Citation

  • Verónica Baena, 2018. "The importance of CSR practices carried out by sport teams and its influence on brand love: the Real Madrid Foundation," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 14(1), pages 61-79, March.
    • Handle: RePEc:eme:srjpps:srj-11-2016-0205
    DOI: 10.1108/SRJ-11-2016-0205
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    Citations

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    Cited by:

    1. Prayag, Girish & Mills, Hamish & Lee, Craig & Soscia, Isabella, 2020. "Team identification, discrete emotions, satisfaction, and event attachment: A social identity perspective," Journal of Business Research, Elsevier, vol. 112(C), pages 373-384.
    2. Wilert Puriwat & Suchart Tripopsakul, 2023. "Sustainability Matters: Unravelling the Power of ESG in Fostering Brand Love and Loyalty across Generations and Product Involvements," Sustainability, MDPI, vol. 15(15), pages 1-17, July.
    3. Talent Moyo & Rodney Duffett & Brendon Knott, 2022. "An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry," SAGE Open, , vol. 12(2), pages 21582440221, June.
    4. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    5. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
    6. Gareth R. T. White & Anthony Samuel & Robert J. Thomas, 2023. "Exploring and Expanding Supererogatory Acts: Beyond Duty for a Sustainable Future," Journal of Business Ethics, Springer, vol. 185(3), pages 665-688, July.
    7. Gianluca Gionfriddo & Francesco Rizzi & Tiberio Daddi & Fabio Iraldo, 2023. "The impact of green marketing on collective behaviour: Experimental evidence from the sports industry," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5349-5367, December.
    8. Tayebeh Zargar & Steven Rynne, 2023. "The Corporate Social Responsibility Sport Model: Grounded Theory Approach," SAGE Open, , vol. 13(4), pages 21582440231, October.

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