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Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team

Author

Listed:
  • Sang-soo Kim

    (School of Physical Education, Keimyung University, Daegu 42601, Korea)

  • Woo-yeul Baek

    (Department of Sport Management, Kyonggi University, Gyeonggi-do 16227, Korea)

  • Kevin K. Byon

    (Department of Kinesiology, Indiana University—Bloomington, Bloomington, IN 47405, USA)

  • Sung-bum Ju

    (Department of Physical Education, Busan National University of Education, Busan 47503, Korea)

Abstract

Creating shared value has been a new strategic management paradigm for professional sport teams around the world. However, despite the active participation of professional sport teams in creating a shared value program, research that addresses its effectiveness appears to be very limited. The present study investigates the influence of sport fans’ perceived creating shared value on team trust and fan loyalty and the moderating effects of sport fans’ altruism on the relationship between creating shared value and team trust in the Korean professional volleyball league. A total of 198 Korean volleyball fans participated in the present study. Results revealed that sport fans’ perceived economic and social values had significant impacts on team trust and, in turn, team trust significantly affected fan loyalty. However, the moderating effect of sport fans’ altruism was not found on the relationships between creating shared value and team trust. Consequently, the present study’s findings may provide professional sport teams’ marketers with the rationale as to the effectiveness of launching creating shared value programs.

Suggested Citation

  • Sang-soo Kim & Woo-yeul Baek & Kevin K. Byon & Sung-bum Ju, 2020. "Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team," Sustainability, MDPI, vol. 12(18), pages 1-12, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7625-:d:414230
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    References listed on IDEAS

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    1. Manuel Ángel Fernández-Gámez & A. Manuel Gutiérrez-Ruiz & Rafael Becerra-Vicario & Daniel Ruiz-Palomo, 2019. "The Effects of Creating Shared Value on the Hotel Performance," Sustainability, MDPI, vol. 11(6), pages 1-16, March.
    2. Dongmin Lee & Junghoon Moon & Young Chan Choe & Jaeseok Jeong, 2016. "Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry," Sustainability, MDPI, vol. 8(12), pages 1-18, December.
    3. Rafael Becerra-Vicario & Ana Leon-Gomez & Antonio Manuel Gutierrez-Ruiz & Manuel Angel Fernandez-Gamez, 2020. "Sustainable development through Corporative Social Responsability, Corporative Philanthropy and Creating Shared Value," Technium Social Sciences Journal, Technium Science, vol. 10(1), pages 291-298, August.
    4. Su‐Jung Nam & Hyesun Hwang, 2019. "What makes consumers respond to creating shared value strategy? Considering consumers as stakeholders in sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 388-395, March.
    5. Chang‐Hyun Jin, 2018. "The effects of creating shared value (CSV) on the consumer self–brand connection: Perspective of sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1246-1257, November.
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    Cited by:

    1. Enrique Manzur & Sergio Olavarrieta, 2021. "The 9-SRA Scale: A Simplified 9-Items Version of the SRA Scale to Assess Altruism," Sustainability, MDPI, vol. 13(13), pages 1-15, June.
    2. Jung-Sup Bae & Weisheng Chiu & Sang-Back Nam, 2021. "Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League," Sustainability, MDPI, vol. 13(6), pages 1-13, March.
    3. Marcelo Royo-Vela & Jonathan Cuevas Lizama, 2022. "Creating Shared Value: Exploration in an Entrepreneurial Ecosystem," Sustainability, MDPI, vol. 14(14), pages 1-23, July.
    4. Shinya Takata & Young Won Park & Takahiro Ohno, 2022. "Research on the Effects and Factors of CSV Activities by Sector in Japanese Firms: Analysis Considering the Relationships with Management and Communication Strategies," Sustainability, MDPI, vol. 14(17), pages 1-18, August.
    5. Sang-soo Kim & Woo-yeul Baek & Kevin K. Byon & Sung-bum Ju, 2021. "Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market," Sustainability, MDPI, vol. 13(13), pages 1-11, June.

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