The role of belief in making a difference in enhancing attachment to a charity sport event

Filo, Kevin, Groza, Mark D. and Fairley, Sheranne (2012) The role of belief in making a difference in enhancing attachment to a charity sport event. Journal of Nonprofit and Public Sector Marketing, 24 2: 123-140. doi:10.1080/10495142.2012.679165

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Author Filo, Kevin
Groza, Mark D.
Fairley, Sheranne
Title The role of belief in making a difference in enhancing attachment to a charity sport event
Journal name Journal of Nonprofit and Public Sector Marketing   Check publisher's open access policy
ISSN 1049-5142
1540-6997
Publication date 2012-01-01
Sub-type Article (original research)
DOI 10.1080/10495142.2012.679165
Open Access Status File (Author Post-print)
Volume 24
Issue 2
Start page 123
End page 140
Total pages 18
Place of publication Philadelphia, United States
Publisher Routledge
Language eng
Formatted abstract
Charity sport events provide charitable organizations with a mechanism to communicate the mission of the charity to a large participant base, while fostering a meaningful event experience for event participants. This research examines the relationship among motives for charity sport event participation, participant belief in making a difference, and attachment to the event. In making this examination, an online questionnaire was administered to participants in the 2007 Lance Armstrong Foundation (LAF) LIVESTRONG Challenge (N = 568). Through structural equation modeling, the results demonstrate that belief in making a difference mediates the relationship between social and charity motives and attachment. Suggestions are made for marketing communication, highlighting belief in making a difference via rituals, symbols, and social media to assist in attracting and retaining participants.
Keyword Charity sport event
Belief in making a difference
Structural equation modeling
Attachment
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Mon, 16 Jun 2014, 23:25:12 EST by Susan Peeters on behalf of UQ Business School