The Effects of Professional Sports Team’s CSR Beneficiary Message Appeal on Team Loyalty
PURPOSE This study aimed to examine the effectiveness of corporate social responsibility PR message appeals employed by professional sports teams. METHODS The authors categorized message appeals into self-benefit inclusion and self-benefit exclusion, and evaluated their impact in both public and pri...
| Main Authors: | , |
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| Format: | Article |
| Jezik: | Korean |
| Izdano: |
Korea Institute of Sport Science
2023-09-01
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| Serija: | Cheyuk gwahag yeon-gu |
| Teme: | |
| Online dostop: | http://kjss.sports.re.kr/upload/pdf/kjss-2023-34-3-466.pdf |