1. Introduction
Environmental, social, and governance (ESG) initiatives are those related to improving a company’s nonfinancial performance, including its efforts toward contributing to society, reducing its negative environmental and social impacts, and enhancing its governance efficiency, as it generates economic value [1,2]. In the modern era of increased awareness of social responsibility, companies are expected to demonstrate their commitment to ESG initiatives [3]. Failure to perform ESG activities can not only lead to reduced sustainability but also pose considerable risks to company operations [4]. Modern consumers choose brands that align with their values, with consumers being particularly likely to choose brands that prioritize sustainability and social responsibility [5]. This trend is especially evident in the sports industry; sports research has demonstrated that ESG activities are implemented by sponsors as both marketing strategies and as a means of forming strong emotional connections with fans [6]. Lee et al. [7] reported that consumers are more likely to engage with brands that actively participate in social responsibility activities. As fans become more aware of environmental and social concerns, their perceptions of sponsors’ ESG efforts increasingly influence their attitudes and loyalty toward the sponsors’ brands [8].
The relationships fans feel to sports teams they support are often stronger than those of typical consumers; fans often develop a unique emotional bond and a sense of identification with their favorite team. This bond also often extends to the team’s sponsors [9]. When fans perceive that a sponsor is genuinely committed to its ESG efforts, their emotional connection with the sponsor brand is strengthened. Fans develop positive perceptions of sponsors when their values align with the sponsor’s values, which enhances their sense of having shared goals with the sponsor [10,11]. The emotional connection between fans and sponsors is crucial because fans’ positive attitudes toward sponsors can increase their engagement and encourage them to share favorable sentiments about the brand. These positive attitudes also foster loyalty, increasing fans’ purchase intentions. Moreover, when fans perceive that a sponsor is genuinely committed to engagement in ESG activities, they develop stronger commitment to the sponsor’s brand and long-term loyalty [12].
Studies have reported on the importance of sponsor image [13,14]. A strong brand image is essential for fostering consumer trust and loyalty, particularly among sports fans, who are often emotionally invested in their favorite teams. This connection is significantly stronger when a team’s sponsors portray a responsible and ethical image [15]. Puriwat and Tripopsakul [5] noted that consumers often view a sponsor’s commitment to ESG initiatives as a reflection of the consumers’ own values, which increases the likelihood of the consumers developing a positive brand image [16]. This link between sponsors’ participation in ESG activities and sponsor image highlights the importance of sponsors’ communicating their sustainability efforts and creating shared values with fans. When fans have a favorable perception of a sponsor, this positive image becomes a foundation for the development of brand loyalty [17].
As fans develop positive attitudes toward sponsors, electronic word of mouth (eWOM) exerts a considerable influence on their behavior [18]. In the modern era of rapid information exchange, fans are extremely likely to share their thoughts and experiences regarding a brand on social media platforms, and therefore they have considerable influence on others’ decision making. Through eWOM, which has developed into a modern marketing tool, fans become active participants in promoting brands [19]. This dynamic form of communication has a stronger effect than traditional advertising because it involves real people sharing genuine opinions [20]. When fans have positive perceptions of a sponsor because of the sponsor’s social activities, the fans are more likely to engage in eWOM [21]. This phenomenon demonstrates the powerful influence of social media in the modern age; fan eWOM that advocates for a brand can attract potential customers to purchase from the brand [22].
Given the interconnectedness of these variables, the current study hypothesized that fans’ perceptions of sponsor ESG activities in addition to positive attitudes, brand image, and effective eWOM jointly influence fan support for the brand. Fans are more likely to choose products from sponsors that are engaged in social responsibility-related activities because their loyalty is reinforced by the feeling of having shared values [8]. Thus, ESG initiatives significantly influence consumer behavior in the context of sports sponsorship. Furthermore, eWOM, which is driven by positive attitudes and brand image, significantly enhances consumer purchase intentions [23,24].
Although the importance of ESG activities has been increasingly recognized in the sports industry [2,25], the literature has generally focused on the relationship between ESG and corporate financial performance [26,27], with research confirming that a link exists between ESG performance, company value, and consumer engagement [28]. However, no study has yet investigated consumer attitudes and behavior from the perspective of ESG activities and marketing strategies [16], particularly in the context of sports fans’ perceptions of sponsor ESG management.
This study addressed this research gap by investigating the connections between fans’ perceptions of sponsors’ participation in ESG activities, sponsor attitudes, sponsor image, fans’ eWOM, and subsequent consumer purchase intentions. By understanding these connections, sponsors and sports organizations can leverage their ESG efforts as a competitive advantage. This study provides empirical evidence revealing how corporate ESG participation influences consumer behavior, offering valuable insights for sports-related companies. By using structural equation modeling (SEM), this study analyzes the relationships between fans’ perceptions of sponsor ESG activities, sponsor image, and fan behavior by considering the sponsors Under Armour (UA) and FamilyMart for the Rakuten Monkeys, a professional baseball team in Taiwan. The findings offer valuable insights for sports teams and sponsors and provide a reference for companies seeking to increase their engagement with socially conscious fans through ESG activities. This study revealed that ESG activities play a crucial role in shaping consumer perceptions and behaviors and explored the strategic importance of aligning corporate and fan values.
2. Literature Review and Hypothesis Development
2.1. Theory of Planned Behavior
The theory of planned behavior (TPB) posits that behavioral intention is the most immediate predictor of behavior, and behavioral intention explains how individuals decide to engage in a particular behavior. Behavioral intention is influenced by three factors: attitude, subjective norms, and perceived behavioral control. In this context, the term attitude refers to an individual’s positive or negative evaluation of a behavior, the term subjective norms refers to the social pressure an individual feels to perform a particular behavior, and the term perceived behavioral control refers to an individual’s assessment of the ability and resources they have to perform a specific behavior [29].
Attitude is a key component of the TPB model [30]. Bianchi et al. [31] have suggested that brand attitude is shaped by the direct benefits or losses consumers experience in relation to a brand’s products, and in the context of corporate participation in ESG activities, a consumers’ attitudes toward a company are influenced by corporate participation in ESG activities. Brand image represents consumers’ perceptions of the tangible and intangible aspects of a company and serves as an indicator of consumer attitude. Lee and Rhee’s [32] research indicates that ESG efforts positively affect brand image. Additionally, eWOM can be regarded as a form of subjective norm; eWOM occurs through consumer interactions, particularly those that occur on social media, review sites, and other online platforms, where content shapes an individual’s perception of social pressure regarding a specific behavior. For example, when consumers see positive reviews of a brand on online platforms, they are more likely to purchase products from the brand to align with others’ expectations [33].
Research suggests that consumers with positive attitudes toward a company’s ESG activities are more likely to support the company, and this enhances their purchase intentions [16]. Notably, eWOM can serve as a mediator of behavioral intention. A study demonstrated that consumers who have a positive perception of a sponsor’s image are more likely to engage in positive word-of-mouth communication, which further strengthens their purchase intentions [34]. Nofal et al. [35] discovered that the credibility and usefulness of eWOM significantly influence consumers’ purchase decisions. Additionally, Kim and James [36] demonstrated that the TPB model has strong predictive power in the context of sports sponsorship. Thus, this theory serves as an appropriate theoretical foundation for this study.
2.2. Perceived ESG Efforts
The importance of ESG management has increasingly been recognized and valued by corporations, national governments, and local authorities [2]. Perceived ESG management refers to customers’ assessments of a company’s ability to meet stakeholder expectations and fulfill their social obligations by voluntarily implementing ESG initiatives. The current study focused on consumers’ perceptions of a company’s ESG management because consumers represent the largest and most crucial stakeholders for companies [37,38]. According to Kwak and Cha [39], customer evaluations of companies are heavily influenced by the company’s participation in ESG activities. Because of this, addressing environmental concerns is not only an ethical responsibility for companies but also a means of gaining strategic advantages by enhancing customer loyalty and increasing profits [40].
Many companies have come to recognize the benefits of incorporating environmental sustainability activities into their corporate social responsibility (CSR) programs and have begun developing sustainable products in consideration of the growing environmental awareness among consumers [41]. Notably, research indicates that ESG activities positively influence the sustainable development of professional sports organizations, enhancing their brand image. Sports organizations that implement ESG activities can establish a more favorable brand image among fans of the organizations and consumers [32]. Therefore, fans tend to perceive a positive brand image for companies actively promoting ESG, which leads to increased trust and support for those companies.
2.3. Fan Perceptions of Sponsor ESG Efforts and Attitudes Toward Sponsors
Gurung [42] suggests that when consumers or fans perceive that sponsors of sports teams actively engage in ESG activities, they tend to have more positive attitudes toward the sponsors. This is because ESG activities demonstrate that a company is committed to fulfilling their social responsibility, that their practices align with consumers’ expectations regarding companies addressing environmental and social issues. ESG efforts enhance a company’s ethical image and resonate with consumer values; in the context of sports organizations, this can foster fan loyalty and promote product sales. Friede et al. [43] indicated that ESG efforts can improve a company’s long-term financial performance, thereby increasing consumer trust in the sponsor and attracting more corporate investment. Zülch et al. [44] supported this view, and they noted that when sponsors invest more in ESG activities, consumers and fans exhibit more favorable attitudes toward the sponsor. This is particularly true in the context of the modern era, in which consumers have become increasingly concerned with corporate social and environmental responsibility. Therefore, the current study proposed that fans’ perceptions of sponsors’ ESG activities would positively influence their attitudes toward sponsors. On the basis of its literature review, this study proposed the following hypothesis.
Fans’ perceptions of a sponsor’s ESG activities positively predict their attitudes toward the sponsor.
2.4. Effects of Fan Perceptions of Sponsor ESG Efforts on Sponsor Image
Research indicates that implementing ESG activities significantly enhances the brand image of professional sports organizations. Lee and Rhee [32] indicated that by engaging in ESG activities, professional sports organizations can establish a positive brand image among fans and consumers, which can contribute to the favorable development of the organizations. Jukemura [45] emphasized that companies with strong ESG management can leverage this advantage to enhance their brand image and reputation. Similarly, Sen et al. [46] reported that when companies demonstrate a commitment to environmental protection and actively engage in preserving the environment, their brand image among consumers is strengthened. Brunk [47] also suggested that corporate participation in social responsibility activities, for example, supporting charitable organizations or funding philanthropic projects, further improves brand image.
He and Lai [37] highlighted that companies’ meeting social responsibility standards not only strengthens their brand image but also helps the companies establish deeper emotional connections with consumers. Therefore, companies have begun to rely more on ESG strategies to enhance their reputation and increase consumer trust in their products [16]. Such strategies play a critical role in shaping consumer attitudes and increasing purchase intentions. Therefore, this study proposed that fans’ perceptions of sponsor ESG activities would have a positive influence on sponsor image. Accordingly, this study proposed the following hypothesis.
Fan perceptions of sponsor ESG activities positively predict sponsor image.
2.5. Influence of Fan Attitudes Toward Sponsors on eWOM
Fans having positive perceptions of sponsors significantly influences consumer behavior through eWOM [18]. Consumers with a more favorable attitude toward a sponsor are more likely to share positive eWOM. This positive eWOM not only enhances the sponsor’s brand image but also influences other consumers’ purchase intentions [48]. Positive word-of-mouth communication between consumers can strengthen the sponsor’s image and can encourage potential consumers to make purchase decisions [49].
Research indicates that when consumers perceive a high level of congruence between a sponsor and a sponsored event, this alignment leads to more active word-of-mouth communication [21]. This high congruence not only enhances consumers’ favorable impressions of the sponsor but also promotes more active participation in spreading positive word of mouth online. Lee and Youn [24] emphasized that consumers’ attitudes toward a sponsor have a significant effect on eWOM, and they noted that a positive attitude toward a sponsor leads to more favorable word-of-mouth communication, especially when consumers already have a positive attitude toward the products or brand of the sponsor. Therefore, this study proposed that fan attitudes toward a sponsor positively influence eWOM. Accordingly, this study proposed the following hypothesis.
Fan attitudes toward a sponsor positively predict eWOM.
2.6. Influence of Sponsor Image on eWOM
Word of mouth plays a crucial role in shaping brand image. It can spark consumer interest in a product and can drive purchase decisions [50]. Becker et al. [51] highlighted the critical role of word-of-mouth (WOM) communication in influencing consumer attitudes and behavioral intentions, emphasizing that its relevance and credibility are key factors in shaping consumer perceptions. By effectively leveraging the power of word of mouth, companies can establish positive consumer attitudes toward their brand and a strong brand image [52].
Numerous studies have confirmed that a positive relationship exists between brand image and word of mouth [52,53,54,55]. Zhang et al. [56] indicated that word of mouth reflects whether consumers have positive evaluations of a product or company, and such positive evaluations can strengthen brand image. This is particularly true for consumers who are concerned about environmental issues. In addition, a sponsor’s brand image significantly influences whether consumers engage in eWOM. That is, positive perceptions of a sponsor’s image encourage consumers to share their experiences on social media, expanding the brand’s influence [23]. Positive word of mouth can improve brand reputation and influence the purchase intentions of other consumers. Additionally, when a sponsor of a sports team has a favorable image, fans actively spread positive eWOM on social media platforms, which increases the sponsor’s influence and market competitiveness [57]. Therefore, this study proposed that sports fans’ perceptions of a sponsor’s image positively influence the fans’ eWOM regarding the sponsor. Accordingly, this study proposed the following hypothesis.
Sponsor image positively predicts eWOM.
2.7. Influence of eWOM on Consumer Purchase Intentions
Word of mouth is a key influencer of consumer behavior because it serves as a crucial source of information about a product [58,59]. Al-Gasawneh and Al-Adamat [60] and Nguyen, Nguyen, Anh Dang, Dat Ngo, Nguyen, and Anh Vu [33] have demonstrated that positive word of mouth significantly influences purchase intention. Consumers who receive positive feedback from other consumers are likely to develop higher purchase intentions. Furthermore, Wu and Chiang [61] indicated that the virality of word-of-mouth marketing contributes to such marketing, enhancing customer loyalty and promoting repeat purchases among customers.
Keller and Fay [62] reported that positive word of mouth is perceived to have high credibility and therefore encourages consumers to make purchase decisions. Amarullah [63] emphasized that trustworthy eWOM not only reduces the perceived risk of online transactions but also reduces hesitation in making purchases, thereby promoting purchase behavior.
Engaging and positive online reviews can build trust among consumers, which can in turn increase potential customers’ interest in a product and strengthen their purchase intentions towards the product [64]. Sudaryanto et al. [65] noted that positive eWOM on online platforms leads to consumers developing significantly more trust in and purchase intentions towards a product, which drives purchase behavior. Therefore, this study proposed that eWOM positively influences consumer purchase intentions. Accordingly, this study proposed the following hypothesis.
eWOM positively predicts consumer purchase intentions.
3. Methodology and Measures
3.1. Sampling and Data Collection
This study was approved by the Ethics Review Committee of the National Taiwan University. The study focused on two Rakuten Monkeys sponsors in Taiwan: UA and FamilyMart. These sponsors were chosen for their significant ESG contributions. UA and FamilyMart are companies within sports and nonsports industries, respectively. Thus, this study considered them to be suitable research subjects for a comprehensive examination of the influence of ESG activities on brand image and consumer behavior.
The Rakuten Monkeys is one of the most prominent teams in the Chinese Professional Baseball League in Taiwan. The team has demonstrated that it is committed to promoting ESG principles, contributing to environmental protection, and supporting the formation of a diverse society. These efforts have strengthened the relationship the team has with the local community and its fans. Thus, the case of the Rakuten Monkeys serves as an example of how ESG activities in sports events can enhance the emotional connection between businesses and consumers, fostering stronger brand–consumer relationships.
UA provided detailed information regarding its ESG actions in a 2023 ESG report, which highlighted the company’s efforts toward promoting the development of a circular economy, reducing its carbon footprint, and promoting diversity and inclusion [66]. Because ESG practices in sports sponsorship are key factors influencing fans’ emotional connection and loyalty to a brand [2], these activities have likely enhanced UA’s brand image and influenced consumers’ attitudes and purchase intentions towards the brand’s products. In addition, UA’s sustainability strategy aligns with the global trend toward sustainable development. Thus, UA was considered to be an ideal focus for this study.
FamilyMart, a nonsports sponsor of the Rakuten Monkeys, has demonstrated its commitment to environmental sustainability. FamilyMart has implemented a food preservation mechanism to reduce food waste and has established a green logistics system to reduce its carbon footprint, demonstrating its strong commitment to environmental protection [67]. Additionally, FamilyMart has promoted environmental education, and >4200 FamilyMart stores have advocated for recycling and reducing plastic use. These efforts not only demonstrate the company’s commitment to fulfilling its social responsibility but also enhance consumer loyalty and its brand identity [16,32]. Therefore, FamilyMart was considered a suitable focus for this study.
UA and FamilyMart are long-term and pivotal sponsors of the Rakuten Monkeys, having forged a strong brand connection with the team. UA, as the team’s jersey sponsor, enhances the team’s professional image, while FamilyMart bolsters fan loyalty through its support of championship-related activities. Biscaia et al. [68] emphasized that team–sponsor collaborations can significantly strengthen a sponsor’s brand image and foster fans’ emotional identification. Thus, the close association between UA, FamilyMart, and the Rakuten Monkeys serves as a vital basis for this study to examine how sponsors’ ESG activities influence fan behavior.
This study selected UA and FamilyMart as research subjects to obtain a more comprehensive understanding of the influence of ESG activities on the sponsor images of both sports and nonsports sponsors. Thus, this study offers a valuable contribution to research on brand image and consumer behavior. The results of this study indicate that corporate engagement in ESG activities promotes the sustainable development of professional sports organizations and provides a reference that sponsors can use to enhance the influence of their corporate brand.
3.2. Measurements
A questionnaire survey was conducted to determine the influence of fans’ perceptions of sponsor ESG activities on their attitudes toward the sponsor, sponsor image, eWOM, and purchase intentions. The questionnaire was distributed electronically through Google Forms. Research has demonstrated that using online surveys for data collection is effective because, through such surveys, data collection is not limited by geographic location and is more time- and cost-efficient, and responses can be obtained more quickly [69]. Because most fans of Taiwanese professional baseball teams use social platforms such as LINE and Facebook to discuss game-related information in online communities [70], these social media platforms were used to distribute the questionnaires to ensure effective sampling. Participants were recruited from these online platforms and included fans of the Rakuten Monkeys baseball team. A link to the survey was sent to eligible participants, and upon completing the questionnaire, participants’ names were entered into a draw for a prize, with this serving as an incentive for participation.
After eligible participants were identified, they were asked to read descriptions of UA’s and FamilyMart’s ESG actions, with explanations provided regarding the companies’ ESG-related contributions. The descriptions provided participants with a more comprehensive understanding of the sponsors’ ESG efforts and raised awareness of the importance of ESG. After reading the descriptions, the participants completed the questionnaire, and subsequently the survey concluded.
The questionnaire was used to obtain demographic information and data regarding the variables of interest in this study, with the variables defined and measured with reference to the relevant literature. The items used to measure the variables were modified to suit the context of this study. The items assessed participating fans’ perceptions of sponsor ESG activities, attitudes toward the sponsors, sponsor image, eWOM, and purchase intention. The scales for assessing these variables were adapted from Anas et al. [71], Gwinner and Bennett [72], Jin and Ryu [73], Koronios et al. [74], and Sujin and Jongho [75]. All items were rated on a 7-point Likert scale, with endpoints ranging from 1 (strongly disagree) to 7 (strongly agree).
4. Results
4.1. Demographics and Measurement Model Results
Descriptive statistics revealed that the majority of the participants in the samples obtained for UA and for FamilyMart were men (the numbers presented inside the parentheses refer to the FamilyMart samples), with 244 (219) male participants, accounting for 61% (55%) of the total sample. This suggests that Taiwanese baseball fans are mostly men. Regarding age distribution, the majority of the samples comprised young adults, reflecting that this demographic group pays greater attention to Taiwanese professional baseball and the activities of its sponsors. Regarding income distribution, 59% (69%) of the samples reported an income between TWD 20,001 and TWD 40,000 or between TWD 40,001 and TWD 60,000. This indicates that Taiwanese baseball fans have considerable purchasing power. Additionally, 78% (80%) of the participants had a university degree. Further details are provided in Table 1.
In addition, reliability and validity analyses indicate that the model demonstrates high internal consistency. First, the Cronbach’s α values for all variables range from 0.95 to 0.97, meeting the standard proposed by Nunnally [76]. Second, confirmatory factor analysis shows that all relevant indices fall within acceptable ranges (Table 2). Finally, based on the criteria of Fornell and Larcker [77], the average variance extracted (AVE) for each construct is greater than the squared correlations with other constructs, with all AVE values exceeding 0.5, indicating good discriminant validity for this model (Table 3).
4.2. SEM Analysis
SEM analysis was conducted using R-4.4.2. The research sample comprised 800 fans of the Rakuten Monkeys, evenly distributed between UA and FamilyMart (400 participants each). Based on the analytical requirements of structural equation modeling (SEM), the sample size aligns with the recommended parameter-to-observation ratio of 15 to 20 [78], ensuring sufficient representativeness of the study’s findings. In addition, assessment of the fit indices revealed that the research model had a good fit. Path analysis was performed, and the results indicated that all paths were significant, with significant positive relationships identified between fans’ perceptions of sponsor ESG activities and attitudes toward the sponsor, sponsor image, eWOM, and purchase intentions. These findings support all of the proposed hypotheses (Table 4 and Figure 1). The coefficients of determination (R²) for each latent variable in the research model were as follows: attitude toward the sponsor: 0.61, sponsor image: 0.66, eWOM: 0.72, and purchase intention: 0.74. These values indicate that sponsors’ ESG activities are powerful drivers of fans’ attitudes toward sponsors and their purchase intentions. This finding provides crucial insights that can be used by sponsors to enhance their brand image and promote consumer engagement through ESG initiatives.
5. Discussion
This study examined how fans’ perceptions of sponsor ESG activities influence attitudes towards sponsors, sponsor image, eWOM, and purchase intentions from the TPB perspective. All hypotheses were supported by the results of the analyses of the data for the sample of fans for a sports sponsor (UA) and for the sample of fans for a nonsports sponsor (FamilyMart).
The results supporting H1 confirm that fans’ perceptions of sponsor ESG activities positively predict their attitudes toward sponsors. Because CSR and sustainability have increasingly become a concern for consumers, company ESG initiatives have become a critical factor influencing consumer brand choice; this influence is particularly pronounced in the context of sports sponsorship. Sports sponsors that implement ESG initiatives can enhance their brand image and establish strong emotional connections with fans [6]. Consumers’ and sports fans’ attitudes toward a company significantly improve when they perceive the company to be actively promoting ESG practices [37,42]. This is because ESG activities demonstrate that the company has a sense of CSR and indicate that the company’s corporate values align with those of consumers, which strengthens the emotional connections fans feel with the company [8]. This effect is particularly notable in the context of sports sponsorship. Both team performance and a team sponsor’s social responsibility efforts lead fans to develop strong emotional bonds with the team they support and the team’s sponsors [9]. These emotional connections are strengthened when fans perceive sponsors to be making positive ESG contributions; the connections subsequently lead to fans forming positive attitudes toward sponsors [10]. Numerous studies on CSR have reported a positive relationship to exist between sponsor ESG efforts and consumer attitudes toward sponsors. For example, Kim, Ko, Lee, and Kim [12] found that consumers perceiving a company to be actively engaged in CSR activities significantly improves consumer attitudes and loyalty toward the company. These improvements lead consumers to establish strong connections with the brand and influence their purchase behavior. Similarly, sports sponsors’ engagement in ESG activities can foster positive fan attitudes toward the sponsors, particularly when a sponsor’s image aligns with fans’ values [11]. Therefore, on the basis of the aforementioned theories and the results of empirical studies, this study hypothesized that fans’ perceptions of sponsor ESG activities would positively influence their attitudes toward the sponsor (H1). The empirical results for both the sports sponsor (UA) and nonsports sponsor (FamilyMart) that were the focus of this study support H1. The results confirm that fans have more positive attitudes toward sponsors involved in ESG activities. The results are consistent with the findings in the literature, emphasizing the importance of ESG activities in shaping sports fans’ attitudes.
The results supporting H2 confirm that fan perceptions of sponsor ESG activities positively predict sponsor image. Sponsor participation in ESG activities significantly enhances the sponsor’s brand image and reputation, with these effects being long-lasting, particularly in the context of sports sponsorship. Lee and Rhee [32] revealed that implementing ESG activities not only establishes a positive brand image but also promotes the sustainable development of professional sports organizations. Additionally, Jukemura [45] highlighted that strong ESG practices can lead to companies gaining a competitive advantage and enhance their social image and market reputation; these findings are consistent with those of the current study. Sen, Bhattacharya, and Korschun [46] noted that consumers are more likely to trust companies that exhibit a strong commitment to environmental protection and accept social responsibility and to view these companies as ethical. Brunk [47] confirmed that brand image can be strengthened by corporate involvement in charitable activities or corporate funding for public welfare projects, which can establish a positive CSR image for the brand among consumers. The study’s findings align with the existing literature, highlighting the role of ESG activities in fostering emotional connections between companies and consumers. The authors of [37] noted that meeting social responsibility standards can enhance a company’s brand image and lead consumers to form strong emotional connections with the company. Engaging in ESG activities has become a core strategy for improving reputation and brand loyalty, and an increasing number of companies are adopting ESG-related strategies to strengthen their market position and to increase consumer trust [16]. These strategies are also prevalent in the context of sports sponsorship. In sports sponsorship, the connection between sports events and sponsors triggers emotional responses in sports fans that can enhance sponsor brand image.
The results of this study support H3, confirming the presence of a significant positive relationship between fan attitudes toward a sponsor and eWOM. Fans with more positive attitudes toward a sponsor are more likely to share their positive experiences on online platforms, which can improve the sponsor’s brand image and exposure. This finding aligns with those of Lai, Fotiadis, Abu-ElSamen, and Beede [18] and Weisfeld-Spolter, Sussan, and Gould [48]. Both of these studies indicated that positive consumer attitudes are key drivers of eWOM and that eWOM plays a significant role in modern marketing strategies. In the context of sports sponsorship, fans’ attitudes toward sponsors are driven by their emotional connection to the team they support, which influences their perception of the sponsors and motivates them to actively engage in positive eWOM [49]. This finding is consistent with those of Scheinbaum, Lacey, and Drumwright [21], who demonstrated that when consumers perceive high congruence between a sponsor and a sponsored event, they are more likely to share positive eWOM. Additionally, Lee and Rhee [32] reported that consumer attitudes toward a sponsor influence eWOM, and they revealed that consumers who have a positive attitude toward a sponsor are more likely to share their positive experiences online, which can then influence the purchase decisions of potential customers. The effect of eWOM is particularly strong in the context of sports sponsorship because fans’ loyalty to a team often extends to its sponsors. eWOM behaviors not only increase sponsor exposure on social media but also potentially increase the purchase intentions of other consumers. Thus, eWOM can strengthen a sponsor’s brand image and market influence [48]. The present study hypothesized that fan attitudes toward a sponsor positively predict eWOM (H3), and this hypothesis was supported.
The results supporting H4 confirm the presence of a significant positive influence of sponsor image on eWOM. This finding aligns with those in the literature, including those of Erlitna and Soesanto [53] and Candra and Yasa [55]. These studies noted a strong positive relationship between brand image and word of mouth. Becker et al. [51] emphasized that word of mouth plays a crucial role in shaping consumer attitudes and behavior. When consumers have a positive perception of a sponsor’s image, they are more likely to share their positive experiences on social media platforms, which can expand the brand influence of the sponsor. This finding is consistent with that of Setiawan, Octora, Saribanon, and Rahmawati [52], who noted that consumers voluntarily spread positive word of mouth for companies with a strong brand image. When consumers consider a sponsor’s brand image to be positive and consider the sponsor to be responsible, they tend to share their favorable brand evaluations on social media platforms. eWOM plays a critical role in the digital age; it influences other consumers’ purchase intentions and enhances a brand’s credibility and market competitiveness [23]. Zhang, Li, Cao, and Huang [56] emphasized that when consumers perceive a sponsor to have a strong commitment to addressing environmental issues, they are more likely to spread these positive evaluations through eWOM, which can strengthen the sponsor brand’s green image and influence other consumers’ purchase decisions. Nhlabathi [57] noted that fans actively engage in eWOM for sponsors with a positive brand image on social media, which significantly increases the brand’s visibility and market influence. The empirical results of the present study support H4, confirming that sponsor image positively predicts eWOM.
Finally, the results of this study support H5, indicating that eWOM positively predicts consumer purchase intentions. This finding is consistent with those of previous studies. For example, [34] noted that positive word-of-mouth communication not only generates consumer interest in a brand but also significantly enhances consumer purchase intentions. Filieri, Raguseo, and Vitari [58] and Nam, Baker, Ahmad, and Goo [59] reported that consumer purchase decisions are influenced by positive word of mouth from other consumers. For many individuals, the exchange of opinions between consumers is a key source of product information with high credibility; in online environments, product information from consumers has a stronger influence [62]. Positive feedback from others can lead to significantly increased purchase intentions in consumers; this is consistent with the findings of the current study. Nguyen, Nguyen, Anh Dang, Dat Ngo, Nguyen, and Anh Vu [33] indicated that positive eWOM on social media platforms significantly increases consumer trust in a product and purchase intention. Wu and Chiang [61] also supported this view, and they emphasized that the virality of eWOM can enhance product visibility and promote customer loyalty and repeat purchasing. Therefore, eWOM is a highly influential marketing tool that can effectively drive consumer purchase decisions. The authors of [63] demonstrated that when consumers perceive eWOM to be highly credible, their hesitation to purchase a product decreases significantly, which increases their purchase intention. In addition, [64] reported that positive and engaging online reviews lead to increased trust among consumers, further increasing potential customers’ interest in a product and encouraging purchase behavior. Sudaryanto, Handriyono, and Ariantiwi [65] emphasized that positive eWOM on online platforms significantly increases consumers’ trust in a product, which increases purchase intentions. The findings of this study are consistent with these results, confirming the critical role of eWOM in enhancing consumer purchase intentions. The findings of this study support H5, demonstrating that eWOM positively influences consumer purchase intentions. When consumers receive positive feedback from other consumers on social media platforms, they are more likely to take action and make purchasing decisions.
The current study proposed and tested five hypotheses related to two sponsors of the Rakuten Monkeys baseball team, namely, UA and FamilyMart. The study findings offer the following contributions to the literature on sports sponsorship, ESG activities, and consumer behavior.
First, the study results confirm that fan perceptions of sponsor ESG activities significantly enhance their attitudes toward the sponsor (H1) and the sponsor’s brand image (H2). Fans who perceive sponsors to actively participate in ESG activities exhibit significantly improved attitudes toward the sponsor brand. Consumers have become increasingly focused on corporate environmental and social responsibility, and therefore in the context of sports sponsorship, company participation in ESG activities can enhance brand value and strengthen a company’s emotional connections with sports fans, who are likely to support such brands in the long term.
Second, the results indicate that fan attitudes toward a sponsor positively predict eWOM (H3) and that sponsor image positively influences eWOM (H4). The findings for H3 indicate that fans with more positive attitudes toward a sponsor are more likely to express their support through eWOM. Positive evaluations not only enhance the trust of other fans in the sponsor brand but also foster positive interactions within the fan community. Furthermore, the results supporting H4 suggest that a favorable sponsor image significantly influences eWOM, reinforcing sports fans’ identification with the sponsor and driving more positive eWOM behavior. Interactions among sports fans are based on shared emotions and values. Therefore, when fans identify with a sponsor of a sports team, they are more willing to share sponsor-related information, which can promote loyalty toward the sponsor and purchase intentions.
Finally, eWOM exerts significant positive effects on purchase intentions (H5). This finding indicates that positive eWOM about a sponsor from others is likely to increase fan purchase intentions. Sports fans have strong emotional connections to the teams they support and the sponsor brands for the teams; thus, positive feedback from other fans is more persuasive and influential. Positive eWOM from other fans on online platforms can strengthen sports fans’ identification with a brand and enhance purchase intentions. Therefore, sports sponsors should prioritize and promote positive eWOM because positive evaluations of sponsor brands effectively promote fan purchasing behavior.
In summary, all five hypotheses of this study were empirically supported, providing crucial and practical insights into sponsor participation in ESG activities in the sports sector. The study provides a novel perspective on the relationships between sponsor ESG participation, brand image, eWOM, and purchase intentions. These findings contribute to academic theory and have key practical implications. Sponsors should leverage these research findings to develop more effective and strategic marketing plans to strengthen emotional connections between their brand and consumers to ultimately enhance their market competitiveness.
6. Conclusions
This study’s empirical analysis of two sponsors of the Rakuten Monkeys, namely, UA and FamilyMart, has several crucial theoretical and practical implications with respect to sports sponsorship, ESG activities, and consumer behavior. Grounded in the TPB, this study conducted a detailed analysis of how fans’ perceptions of sponsor ESG activities affect their attitudes toward the sponsor, sponsor image, eWOM, and purchase intentions. This study offers novel perspectives, highlighting that incorporating ESG initiatives is essential in modern sports sponsorship. The study’s findings extend current theoretical findings and provide new empirical evidence regarding sports sponsorship and CSR.
First, this study applied the TPB in the context of sports sponsorship and ESG activities. The results of this study confirm that sponsor ESG activities influence fan attitudes toward the sponsor, sponsor image, and eWOM behavior. By integrating ESG activities into the TPB framework, this study expanded the application of the TPB to the contexts of the CSR and sustainable development of professional sports organizations and revealed the relationships between attitudes, subjective norms (through eWOM), and behavioral intentions in these contexts. This study’s theoretical contributions, particularly those regarding how ESG activities influence consumer attitudes and behaviors, provide a valuable foundation for future research.
Second, this study has several practical contributions. The results indicate that sports sponsors, regardless of whether they are directly related to sports, can establish a stronger brand image by engaging in ESG activities, which promotes positive eWOM and ultimately drives consumer purchase intentions. This approach can provide direct value for sports sponsors and brand managers, particularly when they are seeking to enhance their brand influence through marketing strategies related to social responsibility. Sports sponsors should actively participate in ESG activities and should use social media to promote positive word of mouth to gain a competitive edge in the market.
This study has some limitations that should be noted. First, the sample was limited to fans of the Rakuten Monkeys baseball team in Taiwan, which may limit the generalizability of the findings. Future studies should recruit fans of different sports to confirm the generalizability of the results. Second, this study focused on the influence of sponsor ESG activities on brand image; however, the differences between the effects of various types of ESG activities were not explored in this study. Additionally, the study only investigated the effects of eWOM on social media; the effect on different social media marketing channels was not explored, and the differences in the characteristics of consumers across platforms may lead to varying marketing outcomes.
Future studies should expand their samples to include individuals from different cultural contexts. That is, studies should be conducted on other sports or regions to determine whether the influence of ESG activities on consumer behavior is the same across cultures. Consumers from different cultural backgrounds may have varying perceptions of environmental protection, social responsibility, and corporate governance. Additionally, future studies should analyze how different types of ESG activities affect consumer behavior. Examining the distinct effects of environmental protection, social responsibility, and corporate governance on consumer attitudes and behavior may provide a clearer understanding of consumer reactions to specific ESG activities; these insights can help companies develop targeted ESG strategies. Finally, individual values, environmental awareness, and social responsibility may moderate or mediate the effects of ESG activities on consumer attitudes and purchase intentions. Therefore, future studies should explore how these psychological variables influence consumers’ attitudes toward sponsors and their purchase intentions.
In conclusion, this study provides empirical evidence regarding how ESG activities influence consumer behavior and offers practical recommendations regarding how companies can develop and effectively utilize ESG strategies in modern marketing. These findings have both theoretical and practical implications, and they offer new directions for future academic and industry research.
Conceptualization, Y.-L.C., C.-Y.C. and Y.-F.L.; methodology, Y.-L.C., C.-Y.C. and Y.-F.L.; software, Y.-L.C.; validation, Y.-L.C.; formal analysis, Y.-L.C.; investigation, T.-H.L. and Y.-W.Z.; resources, T.-H.L. and Y.-W.Z.; data curation, Y.-L.C.; writing—original draft preparation, Y.-L.C. and Y.-F.L.; writing—review and editing, Y.-L.C., C.-Y.C. and Y.-F.L.; visualization, Y.-L.C. and Y.-F.L.; supervision, Y.-L.C., C.-Y.C., T.-H.L., Y.-W.Z. and Y.-F.L.; project administration, Y.-L.C., C.-Y.C., T.-H.L., Y.-W.Z. and Y.-F.L. All authors have read and agreed to the published version of the manuscript.
The study was conducted according to the guidelines of the Declaration of Helsinki and approved by the Institutional Review Board (or Ethics Committee) of National Taiwan University (No. 202311ES019, January 2024).
An online informed consent statement was provided in the online survey.
The dataset will be provided upon request.
The authors declare no conflicts of interest.
Footnotes
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Enlarge this image.Figure 1. Research framework. * p < 0.001. The numbers presented inside the parentheses refer to the sponsor FamilyMart.
Summary of demographic variables. N1 = 400, N2 = 400.
| Variable | N | % | |
|---|---|---|---|
| Gender | Male | 244 (219) | 61% (55%) |
| Female | 156 (184) | 39% (45%) | |
| Age | 20–30 years | 104 (143) | 26% (36%) |
| 31–40 years | 156 (118) | 39% (29%) | |
| 41–50 years | 88 (81) | 22% (20%) | |
| 51–60 years | 40 (42) | 10% (11%) | |
| Over 61 years | 12 (16) | 3% (4%) | |
| Education level | High school or below | 53 (42) | 13% (11%) |
| Junior college or undergraduate | 313 (321) | 78% (80%) | |
| Postgraduate or above | 34 (37) | 9% (9%) | |
| Income (TWD) | <20,000 | 52 (55) | 13% (14%) |
| 20,001–40,000 | 132 (156) | 33% (39%) | |
| 40,001–60,000 | 105 (118) | 26% (30%) | |
| 60,001–80,000 | 36 (35) | 9% (9%) | |
| >80,001 | 22 (26) | 6% (7%) |
Note. N1: sample size for UA; N2: the numbers presented outside (inside) the parentheses refer to FamilyMart.
CFA results. N1 = 400, N2 = 400.
| Variable | Item | M | SD | λ | t |
|---|---|---|---|---|---|
| Perceived ESG Management (PEM) [α = 0.96 (0.95), AVE = 0.78 (0.75), CR = 0.96 (0.95)] | |||||
| 1. Under Armour (Family Mart) has a keen interest in ESG management. | 5.03 | 1.44 | 0.78 | -- | |
| (4.88) | (1.56) | (0.74) | (--) | ||
| 2. Under Armour (Family Mart) fulfills its responsibilities in ESG management. | 5.22 | 1.32 | 0.89 | 20.31 * | |
| (4.98) | (1.48) | (0.86) | (17.73 *) | ||
| 3. Under Armour (Family Mart) fulfills its environmental responsibilities. | 5.29 | 1.31 | 0.92 | 21.28 * | |
| (5.08) | (1.43) | (0.90) | (18.76 *) | ||
| 4. Under Armour (Family Mart) fulfills its social responsibilities. | 5.30 | 1.31 | 0.93 | 21.75 * | |
| (5.25) | (1.38) | (0.92) | (19.28 *) | ||
| 5. Under Armour (Family Mart) fulfills its corporate governance responsibilities. | 5.25 | 1.30 | 0.92 | 21.17 * | |
| (5.23) | (1.34) | (0.92) | (19.12 *) | ||
| 6. Under Armour (Family Mart) recognizes ESG as an integral part of corporate management. | 5.34 | 1.32 | 0.89 | 20.30 * | |
| (5.20) | (1.41) | (0.87) | (18.00 *) | ||
| Attitude Toward Sponsor (ATS) [α = 0.94 (0.95), AVE = 0.85 (0.87), CR = 0.94 (0.95)] | |||||
| 1. I like the Under Armour (Family Mart) brand. | 5.03 | 1.34 | 0.91 | -- | |
| (5.43) | (1.34) | (0.93) | (--) | ||
| 2. Under Armour (Family Mart) is a very good brand. | 5.32 | 1.30 | 0.92 | 30.12 * | |
| (5.45) | (4.31) | (0.94) | (34.97 *) | ||
| 3. I have a favorable disposition toward Under Armour (Family Mart). | 5.28 | 1.32 | 0.92 | 30.72 * | |
| (5.50) | (1.31) | (0.93) | (33.49 *) | ||
| Sponsor Image (SI) [α = 0.94 (0.95), AVE = 0.74 (0.76), CR = 0.94 (0.95)] | |||||
| 1. Under Armour (Family Mart) are involved in the community. | 4.91 | 1.36 | 0.77 | -- | |
| (5.00) | (1.43) | (0.81) | (--) | ||
| 2. Under Armour (Family Mart) have quality products/services. | 5.23 | 1.30 | 0.84 | 18.57 * | |
| (5.31) | (1.32) | (0.89) | (21.59 *) | ||
| 3. Under Armour (Family Mart) not only want to make money. | 5.00 | 1.40 | 0.86 | 18.92 * | |
| (4.94) | (1.46) | (0.84) | (19.96 *) | ||
| 4. Under Armour (Family Mart) respond to consumer needs. | 5.18 | 1.30 | 0.85 | 18.79 * | |
| (5.24) | (1.32) | (0.89) | (21.74 *) | ||
| 5. I have a positive attitude toward the Under Armour (Family Mart) and its products/services due to the sponsorship. | 5.30 | 1.30 | 0.90 | 20.05 * | |
| (5.27) | (1.35) | (0.92) | (22.90 *) | ||
| 6. The sponsorship improves my perceptions about Under Armour (Family Mart) and its goods/services. | 5.30 | 1.28 | 0.85 | 18.68 * | |
| (5.11) | (1.40) | (0.88) | (21.93 *) | ||
| e-Word of Mouth (eWOM) [α = 0.96 (0.97), AVE = 0.93 (0.93), CR = 0.96 (0.97)] | |||||
| 1. I am willing to recommend the Under Armour (Family Mart) to others. | 5.30 (5.37) | 1.33 | 0.93 | -- | |
| (1.38) | (0.96) | (--) | |||
| 2. I will frequently mention the service of Under Armour (Family Mart) to others. | 5.16 (5.34) | 1.39 | 0.95 | 37.03 * | |
| (1.38) | (0.98) | (52.98) | |||
| 3. I will discuss the Under Armour’s (Family Mart’s) good services/positive points with other people online. | 5.23 (5.37) | 1.39 | 0.94 | 34.80 * | |
| (1.38) | (0.95) | (42.98 *) | |||
| Purchase Intention (PI) [α = 0.94 (0.95), AVE = 0.86 (0.86), CR = 0.94 (0.95)] | |||||
| 1. I plan to purchase Under Armour (Family Mart) products that I have seen. | 4.91 (5.37) | 1.56 | 0.94 | -- | |
| (1.40) | (0.91) | (--) | |||
| 2. I intend to purchase Under Armour (Family Mart) products that I like. | 4.99 (5.39) | 1.58 | 0.95. | 37.00 * | |
| (1.43) | (0.94) | (32.93 *) | |||
| 3. I am very likely to purchase Under Armour (Family Mart) products recommended by my friends. | 5.01 (5.32) | 1.46 | 0.88 | 29.12 * | |
| (1.42) | (0.93) | (31.04 *) | |||
Note. CFA = confirmatory factor analysis; α = Cronbach’s alpha coefficient; AVE = average variance extracted; λ = standardized factor loading; t = t-value; -- = reference parameter; χ2/df = 543.619/179 = 3.04(514.354/179 = 2.87); goodness of fit (GFI) = 0.88 (0.89); SEME = 0.04 (0.03); root mean square error of approximation (RMSEA) = 0.07 (0.07); normed fit index (NFI) = 0.95 (0.95); non-normed fit index (NNFI) = 0.96 (0.96); comparative fit index (CFI) = 0.96 (0.97). * p < 0.001. The numbers presented inside the parentheses refer to the sponsor FamilyMart.
Discriminant validity. N1 = 400, N2 = 400.
| PEM | ATS | SI | eWOM | PI | |
|---|---|---|---|---|---|
| PEM | 0.79 (0.75) | ||||
| ATS | 0.48 * (0.56 *) | 0.84 (0.87) | |||
| SI | 0.59 * (0.64 *) | 0.59 * (0.73 *) | 0.71 (0.76) | ||
| eWOM | 0.34 * (0.48 *) | 0.56 * (0.70 *) | 0.61 * (0.66 *) | 0.88 (0.93) | |
| PI | 0.25 * (0.46 *) | 0.51 * (0.70 *) | 0.48 * (0.66 *) | 0.71 * (0.73 *) | 0.85 (0.86) |
Note. Numbers listed along the diagonal denote the AVE values. The numbers listed in the triangle below represent the squared correlation coefficients between the latent factors. * p < 0.001. The numbers presented inside the parentheses refer to the sponsor FamilyMart.
Structural model results. N1 = 400, N2 = 400.
| Path | β | T | Results |
|---|---|---|---|
| PEM → ATS | 0.78 (0.84) | 14.00 * (14.85 *) | H1 supported |
| PEM → SI | 0.72 (0.84) | 13.61 * (14.20 *) | H2 supported |
| ATS → eWOM | 0.41 (0.60) | 9.91 * (14.09 *) | H3 supported |
| SI → eWOM | 0.56 (0.39) | 10.36 * (8.75 *) | H4 supported |
| eWOM → PI | 1.00 (0.84) | 21.83 * (23.48 *) | H6 supported |
Note. Goodness-of-fit index structural model tested; χ2/df = 662.90/184 = 3.60(724.586/184 = 3.93); GFI = 0.86 (0.86); SRMR = 0.08 (0.08); RMSEA = 0.08 (0.09); NFI = 0.93 (0.93); TLI = 0.95 (0.94); IFI = 0.95 (0.95); CFI = 0.95 (0.95). * p < 0.001. The numbers presented inside the parentheses refer to the sponsor FamilyMart.
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; Chen-Yueh, Chen 2 ; Ting-Hsiang, Lin 2 ; Yi-Wen, Zhou 2
; Yuan-Fu, Lee 2 1 Office of Physical Education, Soochow University, Taipei 111002, Taiwan;
2 Doctoral Program for Transnational Sport Management and Innovation, College of Management, National Taiwan Sport University (NTSU), Taoyuan 333325, Taiwan;