The negative effect of CSR-CSI domain overlap in CSR-linked sport sponsorship
通过四个实验发现，当企业的社会责任（CSR）与不负责任行为（CSI）高度关联时，消费者对赞助商的态度会通过感知利己动机和CSR评价产生负面连锁反应，但消费者对事业的高度投入能削弱这一负面效应。
This study aimed to examine (1) the effect of the corporate social responsibility-corporate social irresponsibility (CSR-CSI) domain overlap conditions on attitudes toward the sponsor via two serial mediators (i.e., perceived firm-serving motives for CSR activity and CSR perception of the sponsor) and (2) the moderating effect of cause involvement. Four experiments were conducted: Study 1 assessed the mediation model, and Studies 2, 3, and 4 tested the moderated mediation model. Participants reported a negative mediation mechanism in the high CSR-CSI domain overlap condition (i.e., when CSR was strongly associated with CSI) compared to those in the low CSR-CSI domain overlap condition (i.e., when CSR was weakly associated with CSI). Furthermore, this negative effect was weakened when the participants were highly involved in the cause. The findings provide sponsors with CSI insights into the effective CSR-CSI domain overlap strategy in the sport sponsorship field.