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The Olympic Effect: Employee Reactions to Their Employer's Sponsorship of a High-Profile Global Sporting Event

机译：奥运效应：员工对雇主赞助全球知名体育赛事的反应

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摘要

With companies investing vast sums of money on sponsoring high-profile sports events, it is surprising that very little research exists to examine the possible impact that this has on the sponsors' employees. This two-wave panel study explores the indirect role that Olympic sponsorship and employee support for this sponsorship has on increases in organizational identification and discretionary effortvia, that is, pride and employee assessments of their employer's corporate social responsibility (CSR) credentials. The current study surveyed 241 employees (from three countries) in two phases across a 12-month period in the run-up to the 2012 London Olympics. Olympic sponsorship support was found to be positively associated with organizational pride and CSR perceptions, which both predict increases in organizational identification and discretionary effort (controlling for earlier baseline levels of these outcomes). In addition, there is also evidence of an indirect positive effect (through CSR perceptions and pride) of Olympic sponsorship support on increases in organizational identification and discretionary effort. The implications of these findings for decision makers considering sponsoring major sporting events are discussed; the findings provide interesting insights that can help HR functions to understand the consequences of sports sponsorship and processes involved that explain positive employee responses. (c) 2015 Wiley Periodicals, Inc.
机译：随着公司为赞助备受瞩目的体育赛事投入大量资金，令人惊讶的是，几乎没有研究来研究这对赞助商员工的可能影响。这项分为两波的小组研究探讨了奥林匹克赞助和员工对此赞助的支持通过增加组织认同感和酌处努力，即对雇主的企业社会责任（CSR）证书的自豪感和员工评估，所起的间接作用。当前的研究在2012年伦敦奥运会之前的12个月内分两个阶段对来自三个国家的241名员工进行了调查。发现奥运会赞助支持与组织自豪感和企业社会责任感呈正相关，这两者都预示着组织认同感和自主性努力的增加（控制这些结果的早期基线水平）。此外，也有证据表明，奥林匹克赞助支持对组织认同和自由裁量努力的增加具有间接的积极影响（通过CSR感知和自豪感）。讨论了这些发现对考虑赞助大型体育赛事的决策者的意义；调查结果提供了有趣的见解，可以帮助人力资源部门了解体育赞助的后果以及所涉及的流程，这些流程可以解释员工的积极反应。 （c）2015年威利期刊有限公司

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