Purpose: This study investigates the role of authenticity in the effect of CSV activities of sports firms on corporate trust based on the attribution theory. Although many studies have been conducted on CSV, studies on the sports firms’ CSV activities and their authenticity are insufficient.Methods: This study surveyed consumers who have experienced CSV activities of sports firms. The data were analyzed using structural equation model and hierarchical regression analysis.Results: The results showed that sports firms’ CSV activities significantly affected corporate trust and authenticity played an important role in regulating the impact of CSV activities on corporate trust. The more authenticity was recognized by customers, the higher the performance of sports firms' CSV activities.Conclusion: These results imply that it is important to establish authentic CSV strategy, as performance of CSV activities is mainly determined by authenticity.
Choi et al. (Sun,) studied this question.