The Effects of CSR Perceptions of Professional Volleyball Team on Team Image and Corporate Image: A case of OK Volleyball Team under the Nonbank Depository Institution

Purpose: This study explores the impact of corporate social responsibility (CSR) perceptions (e.g., perception of CSR toward society, customers, and government) on the team image and the corporate image of an organization already characterized by a preexisting negative reputation, which is owned by a sport team. BR Method: The subjects of this study were adult men and women aged 20 and above, who are domestic professional volleyball fans and have experience watching the home games of the OK volleyball team. From August 4th to August 20th, 2021, the research subjects (n=210) were recruited through a survey conducted in Korea's largest online volleyball community. Descriptive statistics, confirmatory factor analysis (CFA), path analysis, and mediation analysis using structural equation modeling (SEM) were coducted with SPSS 26.0 and AMOS 26.0 statistical software.BR Results: The results revealed that the perception of CSR by customers had a positive impact on both team image and corporate image. In contrast, neither the perception of CSR to society nor the perception of CSR to government exhibited a statistically significant impact on either team image or corporate image. Furthermore, the results underscored the positive influence of team image on corporate image. Notably, the perception of CSR to customers had a positive impact on corporate image, which was mediated through team image.BR Conclusion: This study enriches the field of sport sponsorship by expanding the horizon of CSR investigation within the context of sport, with a particular focus on the stakeholder theory lens. Additionally, it carries practical relevance by offering invaluable insights that can inform the development of management strategies, guide the operational facets of professional sport teams, and facilitate the enhancement of relationships with various stakeholders.