The Role of Identification in Consumers' Evaluations of Brand Extensions

Social Entrepreneurship in Professional Sports: Antecedents and Outcomes from the Consumer Perspective

This study empirically explored antecedents and outcomes related to social entrepreneurship in the context of professional sports from the customer’s perspective. Two parent companies—FuBon and ChinaTrust, both financial holding firms—and two franchises—FuBon Guardians and ChinaTrust Elephants—in the Chinese Professional Baseball League were the research elements in this study to ensure generalizability of the findings of this study. The participants of this study were 268 spectators of a FuBon Guardians game and 201 spectators of a ChinaTrust Elephants game. Structural equation modeling was used for data analysis. Results indicated that innovation and corporate social responsibility positively correlated with social entrepreneurship. Moreover, social entrepreneurship was positively associated with affective commitment to the parent company and sports franchise. Finally, affective commitment to the parent company not only exerted a positive effect on the intention to purchase the products of the parent company but also promoted the intention to purchase licensed merchandise and attend games. Similarly, affective commitment to the sports franchise not only exerted a positive effect on the intention to purchase licensed merchandise and attend games but also promoted the intention to purchase the products of the parent company. Theoretical and managerial implications are discussed in this study.