The Effect of Sport Organizations’Shared Value Creation(CSV) Activities and Types of Transgression on Organizational Reputation in Crisis Situation: Focusing on the Mediating Effect of Moral Decoupling

This study explored how shared value creation (CSV) activities in a crisis caused by a negative incident in a sports organization affect the organization’s reputation. In addition, we tested whether an individual’s tendency for moral detachment plays a mediating role in the relationship between the type of transgression and the organization’s reputation. For this study, a quasi-experiment was conducted targeting adult men and women living in Korea. Participants were randomly assigned to one of four experimental groups in a 2x2 scenario consisting of CSV (presence/absence) and the type of transgression (injury/no injury). A total of 563 responses were analyzed using t-tests, ANOVA, and Baron and Kenny’s mediation effect test.According to the results, the transgression type involving injury was found to have a lower organizational reputation than the non-injury type. The performance of CSV activities had a more positive impact on organizational reputation. When a crisis occurred, organizations that had previously engaged in CSV activities had a higher reputation than those that had not. For the injury type, there was a significant difference in organizational reputation depending on the presence or absence of CSV activities, while no significant difference was found in the non-injury type. Lastly, it was found that moral detachment had a mediating effect on the impact of transgression types on an organization's reputation. Through this study, it is hoped that sport-related organizations will be able to establish effective communication strategies for responding to organizational crises.