... (N = 338) and analyzed using partial least squares structural equation modeling. Findings The findings revealed that CSR message specificity positively impacts corporate image, which in turn enhances consumer attitudes and behavioral intentions. Perceived CSR fit negatively moderates...

...Minjung Sung; Woo-Young Lee Purpose – The purpose of this paper is to explain the benefits of charitable sport events and examines how consumer involvement in the cause, attitude toward the event, and event-sponsor fit influence corporate image (CI) and corresponding purchase intention (PI...