Corporate social responsibility and sustainable development in a developing country: The mediating role of team identity and team brand image

Articles in Press

Document Type : Research Paper

Authors

1 Department of Physical Education, University of Kurdistan

2 Department of Physical Education, Farhangian University, Tehran, Iran

3 LA TROBE UNIVERSITY

10.22059/ijms.2025.386859.677228

Abstract

This paper examines the mediating role of team identity and team brand image in the relationship between corporate social responsibility and sustainable development. Using convenience sampling, 372 usable questionnaires were completed from fans of Iranian football teams. The CSR questionnaire measurement tool was adapted from Liu et al. (2019); team identity and team brand image were from Li et al. (2022) and Bauer et al. (2008). Club sustainable development was also based on Li et al. (2022). The data were analyzed using PLS-SEM. Positive and significant impacts were evident in the relationships between a) social responsibility and sustainable development; b) team’s social responsibility and team identity; c) team’s social responsibility and brand image; d) team identity and sustainable development; e) team brand image and sustainable development; as well as e) the mediating roles of team identity and brand image mediate the relationship between social responsibility and the sustainable development. Social responsibility can help to strengthen the team identity and brand image of the club in the minds of fans, as well as sustainable development. This research provides valuable insights into the link between social responsibility, team identity, team brand image and sustainable development of football clubs in developing countries.

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Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 07 April 2025

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