This paper argues that international sport organizations may be able to use value congruity in order to assess the effect of their current corporate social responsibility strategy and develop better relationships with their consumers. Six studies (n = 1197) conducted in the United States and France before and after the 2016 and 2018 Olympic Games revealed that brand-based value congruity (BBVC) has a significant positive influence on relationship quality, which is consistent with other measures of self-congruity from the literature. The model demonstrated cross-cultural invariance. The Olympic Games influenced some of the direct and indirect effects of BBVC without significantly affecting the model.

中文翻译：

---

检验基于品牌的价值一致性的影响：国际奥委会的价值观真的重要吗？

本文认为，国际体育组织可能能够利用价值一致性来评估其当前企业社会责任战略的效果，并与消费者建立更好的关系。 2016年和2018年奥运会前后在美国和法国进行的六项研究（n = 1197）显示，基于品牌的价值一致性（BBVC）对人际关系质量具有显着的积极影响，这与其他自我衡量标准一致文献上的一致性。该模型证明了跨文化的不变性。奥运会影响了BBVC的一些直接和间接影响，而没有显着影响该模型。