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Keywords: Online donation
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2020) 21 (4): 597–616.
Published: 21 April 2020
...Geumchan Hwang; Lisa A. Kihl; Yuhei Inoue Purpose This study examined how a US college athletic department’s corporate social responsibility (CSR) initiatives influenced fans’ online donation intentions. Design/methodology/approach Data were collected from 490 fans of a Division I...
