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

Abstract

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