The moderating role of brand reputation and moral obligation : An application of the theory of planned behavior

Purpose – The purpose of this paper is twofold: first, to examine the influences of theory of planned behavior (TPB) constructs (i.e. attitude, subjective norm, and perceived behavioral control (PBC)) on individuals’ volunteer intention for future sporting events, and second, to investigate the moderating effects of brand reputation and moral obligation in the relationships between TPB constructs and volunteer intention. Design/methodology/approach – The sample consisted of 107 volunteers at the 2009 NCAA Men's Basketball Tournament. Moderated hierarchical multiple regression analysis was used to test the hypothesized relationships of the model. Findings – Subjective norm and PBC were significantly associated with volunteer intention. Brand reputation was found to be a moderator in the relationships between attitude and volunteer intention and between subjective norm and volunteer intention, and moral obligation moderated the relationship between PBC and volunteer intention. Practical implications – Sporting events/volunteer managers must understand individuals’ decision-making process with respect to volunteering at sporting events and important insights into new strategies to increase volunteer recruitment, retention, and reliability. Social implications – Because sporting event managers face considerable obstacles in recruiting and retaining a volunteer workforce, an enhanced understanding of volunteering may highlight new ways to remove obstacles to being a volunteer to the benefit of individuals and society. Originality/value – This paper emphasizes the importance of brand reputation and moral obligation as moderators of the effects of the TPB constructs on volunteer intention in the context of sporting events.