中文摘要：

体育品牌履行企业社会责任（CSR ）的压力日益增加，但实践效果并不理想，CSR活动与消费者隔离是一个重要原因。通过两个实验研究，揭示了消费者参与对体育品牌CSR活动的影响，结果发现，1）消费者参与体育品牌CSR活动会提高其品牌态度和购买意向；2）企业社会责任认同在上述过程中起到中介作用；3）这一中介作用受到消费者对CSR活动与体育品牌之间感知匹配度的调节；讨论了对体育品牌CSR战略实践的启发。

英文摘要：

Sports brands are facing increasing pressure in adopting CSR strategy ,but has not obtained satisfying effectiveness because of isolating with consumers .Through two experi‐ments ,this paper examined how consumer participation in CSR activities of sports brand influ‐ence brand attitude and purchase intention .The results show that 1）consumer participation af‐fects brand attitude and purchase intention .2 ）CSR identification plays as a mediator in above process .3）consumer’s perceived fit between CSR activities and the sports brand will moderate such a mediating effect .Based on it ,great implications for CSR practice in sports brands are discussed .