CSR, Brand Image, Sponsorship Fit and Team Identification(An Applcation to FC Barcelona)
Description
This dataset contains cross-sectional survey data collected from fans of FC Barcelona as part of a study examining the relationship between football fans' perceptions of a club's Corporate Social Responsibility (CSR) activities and the club's brand image. The study additionally examines the roles of team identification and perceived sponsorship fit in this relationship. The final dataset consists of responses from 205 FC Barcelona fans. Data were collected using a structured questionnaire administered both online and face-to-face. The online questionnaire was distributed through social media platforms, including Instagram, Facebook, and WhatsApp. Face-to-face data collection was conducted at the Estadi Olímpic Lluís Companys during FC Barcelona matches. The questionnaire was made available in both English and Spanish. The questionnaire contained 44 closed-ended questions, including demographic and study-related variables. The primary constructs included in the dataset are: CSR Perception: Measures fans' perceptions of FC Barcelona's Corporate Social Responsibility activities. The scale was adopted from Kim and Manoli (2022). The items assess aspects of socially responsible behavior, including charitable contributions, fair business practices, disaster relief contributions, and community-related activities. Club Brand Image: Measures fans' perceptions of FC Barcelona's brand image. The measure was based on the Team Association Model (TAM) scale developed by Gladden and Funk (2001, 2002) and adapted to the FC Barcelona context. Team Identification: Measures the extent to which respondents psychologically identify and feel connected with FC Barcelona. The scale was adopted from James, Delia, and Wann (2019). Perceived Sponsorship Fit: Measures fans' perceptions of the degree of fit or congruence between FC Barcelona and its sponsorship relationships. The scale was adopted from Demirel (2020). The main study constructs were assessed using a five-point Likert scale, ranging from 1 ("Strongly Disagree") to 5 ("Strongly Agree"). The dataset also contains demographic and fan-related information, including FC Barcelona membership status, length of support for the club, level of support, gender, nationality, age, marital status, and education level. The dataset was used to examine whether fans' perceptions of CSR are associated with club brand image and whether team identification and perceived sponsorship fit mediate the relationship between CSR perception and club brand image
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Institutions
- Universitat Ramon LlullCatalonia, Barcelona