Kim, Joon Kyoung; Overton, Holly; Hull, Kevin; Choi, Minhee - In: Corporate Communications: An International Journal 23 (2018) 4, pp. 629-647
Purpose: The purpose of this paper is to investigate how the public views two corporate social responsibility (CSR) initiatives practiced by a Major League Baseball (MLB) team. This study examined the role of perceived fit between an MLB team and its two CSR initiatives in shaping consumers’...