How an organisation's CSR initiatives contribute to the broader brand image: Frölunda HC’s Social Initiatives and Fan Perceptions

Sammanfattning

In an increasingly competitive environment, organisations are expected to take socialresponsibility while at the same time strengthening their brand. This study examines howcorporate social responsibility (CSR) initiatives contribute to brand image, with a focus onthe mediating roles of brand awareness and fan identification. Using the elite sports clubFrölunda HC as a case, the study explores how social initiatives are perceived by fans andhow these perceptions shape the brand. A quantitative approach is applied using survey data,analysed through regression-based mediation analysis. The study investigates both direct andindirect effects of CSR on brand image. The findings highlight that CSR has a positivesignificant effect on brand image, both direct and indirect through awareness and fanidentification. The findings contribute to a context-dependent understanding of how CSRinitiatives may strengthen brand image within elite sports organisations, where stakeholderperceptions are strongly influenced by emotional attachment and organisational values.