Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship

David M. Herold, C. Keith Harrison, Scott J. Bukstein
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Abstract

Purpose

A perceived misalignment between socially responsible fans and football club management has recently led to a major crisis during the annual meeting in 2021 of Bayern Munich, one of the largest professional football teams in Europe. In an unprecedented scenario, Bayern Munich fans demanded that management drop one of its largest sponsors due to alleged violation of human rights. The goal of this paper is to examine this particular phenomenon, as it not only demonstrates a discrepancy between the social organizational identity and its image, but more importantly, how it impacts legitimation strategies and the fans' loyalty attitudes towards the club.

Design/methodology/approach

Using the underlying concepts of legitimacy and loyalty, this conceptual model paper proposes two frameworks for social responsibility in professional football clubs: (1) analyzing how the (mis-)alignment between organizational identity and image impacts fan loyalty and (2) depicting four different types of social responsibility strategies to align organizational identity and image.

Findings

The authors identify various theoretical concepts that influence organizational identity and image in and for social responsibility and combine the two critical concepts of legitimacy and loyalty to categorize the social responsibility strategies for professional football clubs.

Originality/value

Both frameworks advance the understanding of the decision-making behind social responsibility strategies and also synthesize the current literature to offer conceptual clarity regarding the varied implications and outcomes linked to the misalignment between organizational identity and image.

重新审视职业足球俱乐部的组织身份和社会责任:以拜仁慕尼黑和卡塔尔赞助为例
最近,在欧洲最大的职业足球队之一拜仁慕尼黑的2021年年度会议上,人们认为具有社会责任感的球迷和足球俱乐部管理层之间的不协调导致了一场重大危机。在前所未有的情况下,拜仁慕尼黑球迷要求管理层放弃其最大的赞助商之一,理由是涉嫌侵犯人权。本文的目的是研究这一特殊现象,因为它不仅表明了社会组织身份与其形象之间的差异,更重要的是,它如何影响合法化策略和球迷对俱乐部的忠诚态度。利用合法性和忠诚度的基本概念,本概念模型论文提出了职业足球俱乐部社会责任的两个框架:(1)分析组织认同和形象之间的(错误)一致性如何影响球迷忠诚度;(2)描述四种不同类型的社会责任策略来协调组织认同和形象。作者识别了影响社会责任中的组织认同和形象的各种理论概念,并将合法性和忠诚度这两个关键概念结合起来,对职业足球俱乐部的社会责任策略进行了分类。原创性/价值这两个框架都促进了对社会责任战略背后决策的理解,并综合了当前的文献,提供了关于组织身份与形象之间不一致的各种影响和结果的概念清晰度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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