Kiểm tra ảnh hưởng của sự đồng nhất giá trị dựa trên thương hiệu: liệu các giá trị của Ủy ban Olympic Quốc tế có thực sự quan trọng?

Springer Science and Business Media LLC - Tập 14 - Trang 73-99 - 2019
Nicolas G. A. Lorgnier1, Nicolas Chanavat2, Che-Jen Su3, Shawn M. O’Rourke1
1Department of Kinesiology, Canisius College, Buffalo, USA
2Sport Management Department, Université de Rouen Normandie, Mont-Saint-Aignan, France
3Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, New Taipei City, Taiwan

Tóm tắt

Bài báo này lập luận rằng các tổ chức thể thao quốc tế có thể sử dụng sự đồng nhất giá trị để đánh giá tác động của chiến lược trách nhiệm xã hội doanh nghiệp hiện tại của họ và phát triển mối quan hệ tốt hơn với người tiêu dùng. Sáu nghiên cứu (n = 1197) được thực hiện tại Hoa Kỳ và Pháp trước và sau Thế vận hội 2016 và 2018 cho thấy sự đồng nhất giá trị dựa trên thương hiệu (BBVC) có ảnh hưởng tích cực đáng kể đến chất lượng mối quan hệ, điều này nhất quán với các thước đo tự đồng nhất khác từ tài liệu liên quan. Mô hình đã chứng minh sự bất biến giữa các nền văn hóa. Thế vận hội đã ảnh hưởng đến một số tác động trực tiếp và gián tiếp của BBVC mà không làm ảnh hưởng đáng kể đến mô hình.

Từ khóa

#sự đồng nhất giá trị #trách nhiệm xã hội doanh nghiệp #chất lượng mối quan hệ #Thế vận hội

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