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International Review on Public and Nonprofit Marketing

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01.07.2015 | Original Article

Corporate social responsibility, social entrepreneurship and sport programs to develop social capital at community level

verfasst von: Dina Alexandra Marques Miragaia, Catarina Isabel Nunes Martins, Darlene A. Kluka, Andrew Havens

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 2/2015

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Abstract

The aim of this study was to analyze the reasons that lead companies to support/sponsor, sport projects involving the development of social capital at community level. A questionnaire with five dimensions (innovation/creativity; motivation; social responsibility; image and finally sales/money) was administered to 32 managers from 15 organizations that supported/sponsored a sport program designed to develop children’s social capital. Contrary to the belief that financial profit is the most compelling reason for the existence of business, companies have begun to be involved in conducting business that also involves social responsibility; increasing notoriety in the marketplace; developing actions to benefit others; demonstrating concern about challenges facing a community; increasing credibility; enhancing reputation; and creating a company culture that is inclusive of a community. This investigation reveals that corporate involvement in social responsibility initiatives improve positioning in the market place, which can reflect increased consumer loyalty. It may also increase motivation of employees which can be reflected in increased productivity.

Vorheriger Artikel More than competition: exploring stakeholder identities at a grassroots cause-related sporting event

Nächster Artikel Purchase intention behind Mercer University’s inaugural football team

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Titel: Corporate social responsibility, social entrepreneurship and sport programs to develop social capital at community level
verfasst von: Dina Alexandra Marques Miragaia
Catarina Isabel Nunes Martins
Darlene A. Kluka
Andrew Havens
Publikationsdatum: 01.07.2015
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 2/2015
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-015-0131-x

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