Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship

Herold, David Martin and Harrison, C. Keith and Bukstein, Scott (2022) Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship. International Journal of Sports Marketing & Sponsorship. ISSN 1464-6668

[img]
Preview
Text
10-1108_IJSMS-03-2022-0058.pdf
Available under License Creative Commons: Attribution 4.0 International (CC BY 4.0).

Download (681kB) | Preview

Abstract

Purpose A perceived misalignment between socially responsible fans and football club management has recently led to a major crisis during the annual meeting in 2021 of Bayern Munich, one of the largest professional football teams in Europe. In an unprecedented scenario, Bayern Munich fans demanded that management drop one of its largest sponsors due to alleged violation of human rights. The goal of this paper is to examine this particular phenomenon, as it not only demonstrates a discrepancy between the social organizational identity and its image, but more importantly, how it impacts legitimation strategies and the fans' loyalty attitudes towards the club. Design/methodology/approach Using the underlying concepts of legitimacy and loyalty, this conceptual model paper proposes two frameworks for social responsibility in professional football clubs: (1) analyzing how the (mis-)alignment between organizational identity and image impacts fan loyalty and (2) depicting four different types of social responsibility strategies to align organizational identity and image. Findings The authors identify various theoretical concepts that influence organizational identity and image in and for social responsibility and combine the two critical concepts of legitimacy and loyalty to categorize the social responsibility strategies for professional football clubs. Originality/value Both frameworks advance the understanding of the decision-making behind social responsibility strategies and also synthesize the current literature to offer conceptual clarity regarding the varied implications and outcomes linked to the misalignment between organizational identity and image.

Item Type: Article
Divisions: Departments > Welthandel > Transportwirtschaft und Logistik > Kummer
Version of the Document: Published
Variance from Published Version: Not applicable
Depositing User: David Martin Herold
Date Deposited: 09 Jun 2022 10:45
Last Modified: 09 Jun 2022 10:45
FIDES Link: https://bach.wu.ac.at/d/research/results/104395/
URI: https://epub.wu.ac.at/id/eprint/8649

Actions

View Item View Item

Downloads

Downloads per month over past year

View more statistics