Creative Commons

The purpose of this dissertation is the identification of the connection that existsbetween branding and corporate social responsibility in sports organizations. Thecoverage of this purpose was done by the conduction of quantitative researchthroughquestionnaire. The questionnaire was online distributed to 117 employees andtheexecutives of Greek sports organizations. The sampling method that was followedwasthe convenience sampling and the snowball technique. Research results showedthatthe four corporate social responsibility dimensions, i.e. to social and nonsocial stakeholders, to employees, to customers and to government, where are satisfyinglyimplemented by the Greek sports organizations, whose branding is also satisfying. Furthermore, it was proved that all the dimensions of corporate social responsibilityare positively and strongly correlated with branding. This means that theimplementation of corporate social responsibility might be taken into account asasignificant segment of an organization’s branding strategy.