Relationship between Social Responsibility and the Athlete's Brand Image

Poster Presentation
Paper ID : 1063-12THCONG
Oral / Poster Presentation File: 1063.jpg  sample_template_fa_1 - Copy.jpg 
1Ph.D. Student in Sport Management, Islamic Azad University of Mashhad, Mashhad, Iran
2Master of Sport Management, University of Ferdowsi, Mashhad, Iran
3Master of Sport Management, Islamic Azad University, Taft Yazd Branch, Yazd, Iran
The role of social responsibility in professional sport has evolved to consider the dual benefit of these efforts to sport businesses as well as to communities/beneficiaries in which sport teams and leagues operate. Success in the sport industry necessitates the ability to work within a complex set of stakeholder relationships including the media, athletes, staff, investors, various levels of government, sponsors, fans, and local communities/citizens. Recent sport focused research has uncovered that relationships with certain stakeholder groups (e.g., fans/customers, local nonprofits, strategic partners) can be enhanced via CSR activities. The purpose of the study was to investigate the relationship between social responsibility and athlete's brand image.
The study was a descriptive and survey that the population consisted of all sports fans who 385 individuals selected according to Cochran's Formula, and through available sampling. The tool was a researcher-made questionnaire that the validity was confirmed by 10 relevant professors and its reliability was estimated by Cronbach's alpha (α = 0.853). Data were analyzed by Kolmogorov-Smirnov test and Pearson correlation coefficient test.
The results showed that there is a significant relationship between the amount of athlete’s brand image and the overall score of social responsibility (Sig = 0.001, p = 0.004) and economic dimension (Sig = 0.001, p = 0.430), legal dimension (Sig = 0.001, 0.004) P = 0, ethical dimension (Sig = 0.002, p = 0.003), philanthropy dimension (Sig = 0.001, p = 0.410) and environmental dimension (Sig = 0.004, p = 0.003).
The results showed that participation in social activities increases the brand image of the athlete. Therefore, it is recommended to all athletes to participate actively in social activities to improve their brand and social image.