The Role of Culture on Fan Perceptions of CSR Initiatives: A Cross-Cultural Study of NBA Fans across Three Countries

Professional sports teams have established a major presence around the world and support a number of corporate social responsibility programs (CSR). While many factors may influence fans' expectations and preferences pertaining to CSR-related activities, to date, no systematic attempt has been made to determine whether fans' perceptions vary according to their cultural orientations. Thus, we conducted research to investigate similarities and differences in fans' perceptions of CSR-related activities (i.e., the six pillars of CSR in professional sports organizations) across three countries, using Hofstede's individualism-collectivism dimension. A significant difference was found between fans from the United States (US), United Kingdom (UK), and India pertaining to perceived philanthropy and environmental management and sustainability. These findings have important implications for professional sports organizations that operate in a diverse global market, indicating they should pay attention to cultural congruence between CSR strategies and fans' cultural backgrounds to enhance the overall effect of such initiatives.