The Direct and Indirect Influences of Sporting Event Organization's Reputation on Volunteer Commitment

Abstract

Volunteers have been recognized as one of the most crucial stakeholders in producing successful sporting events. Brand management research provides implications for a potential relationship between reputation of a sporting event organization and volunteer commitment to the event. The purpose of the study was to examine a proposed model integrating both the direct and indirect effects of a sporting event organization's reputation on the volunteer commitment in a sporting event. The data came from 205 individuals who volunteered at an annual sporting event held in a Midwestern state in north central US. The findings indicate that an organization's reputation has a direct effect on the level of volunteer commitment, as well as an indirect effect through volunteer satisfaction. The study illustrates the importance of sporting event organization's reputation in volunteer commitment and helps sporting event organizations or volunteer managers develop effective volunteer management strategies.