How CSR message specificity affects corporate image, attitudes and behavioral intentions among sport consumers? The moderating role of perceived CSR fit

Abstract

Purpose

This study explored communication regarding corporate social responsibility (CSR), with a focus on how message specificity influences the images of corporations as well as the attitudes and behavioral intentions of sport consumers. A research model was developed based on the elaboration likelihood model and construal level theory to examine the moderating effect of perceived CSR fit on the relationship between a company’s image and its chosen social cause.

Design/methodology/approach

Data were collected through an online survey (N = 338) and analyzed using partial least squares structural equation modeling.

Findings

The findings revealed that CSR message specificity positively impacts corporate image, which in turn enhances consumer attitudes and behavioral intentions. Perceived CSR fit negatively moderates the relationship between CSR message specificity and corporate image, indicating that detailed CSR messaging more effectively improves corporate image when consumers perceive a low fit between a company’s core business activities and the social causes that they advocate.

Originality/value

The findings deepen the understanding of CSR communication and offer valuable insights for companies on crafting messages that maximize favorable consumer responses.