Effects of Commitment to CSR-Linked Sport Sponsorship on Consumers' Fit Perception, Attitude toward Sponsor, and Word-of-Mouth Intention

Corporate social responsibility (CSR)-linked sport sponsorships attract attention from sport marketing professionals and scholars alike. The purpose of this research was to examine how the effectiveness of a CSRlinked sponsorship varies depending upon the sponsor's commitment to the CSR program. The results of our experiment showed that a CSR-linked sponsorship could hurt consumers' fit perception if the sponsor shows only minimum commitment to the cause. We also found that a CSR-linked sponsorship is more effective than a standard sponsorship in inducing consumers' positive attitudes toward the sponsor and word-of-mouth intentions only if the sponsor is strongly committed to the CSR program. Finally, our mediation analysis revealed that strong commitment to the CSR-linked sponsorship indirectly increases consumers' word-of-mouth intentions through enhanced fit perception and attitude toward the sponsor. Therefore, sports organizations and their sponsors should incorporate CSR into their sponsorship only if they can be strongly committed to the program.