An Empirical Research on Consumer Participation Influence Effect of Corporate Social Responsibility Activity of Sports Brand

Sports brands are facing increasing pressure in adopting CSR strategy,but has not obtained satisfying effectiveness because of isolating with consumers.Through two experiments,this paper examined how consumer participation in CSR activities of sports brand influence brand attitude and purchase intention.The results show that 1)consumer participation affects brand attitude and purchase intention.2)CSR identification plays as a mediator in above process.3)consumer's perceived fit between CSR activities and the sports brand will moderate such a mediating effect.Based on it,great implications for CSR practice in sports brands are discussed.