Comparison Between Various Corporate Social Responsibility Initiatives Based on Spectators’ Attitudes and Attendance Intention for a Professional Baseball Franchise

The effects of different corporate social responsibility (CSR) initiatives-child and family, community relations, health and wellness, and environment protection-were compared in this study based on spectators’ attitudes toward a sports franchise and event attendance intention. A total of 354 spectators were recruited from the Chinese Professional Baseball League (CPBL) in Taiwan. A quasi-experimental design was used as the research design, and...