Volume 10, Issue 19 (8-2020)
JRSM 2020, 10(19): 72-91 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Masomi S, Shirkhodaie M, Ahmadi R. Cause-related Sport Marketing: Clarifying the Role of Sport Fans' Attitude. JRSM 2020; 10 (19) :72-91
URL: http://jrsm.khu.ac.ir/article-1-2400-en.html
URL: http://jrsm.khu.ac.ir/article-1-2400-en.html
1- Mazandaran University , masomi.sepideh@yahoo.com
2- Mazandaran University
3- Payam Nour University
2- Mazandaran University
3- Payam Nour University
Abstract: (5668 Views)
Focus of cause-related marketing efforts in the sports industry is related to the intangible nature of sport Business and the high degree of fans' willingness to charity programs. The purpose of this study is to investigate the role of sport fans' attitude in cause-related sport marketing. Survey of this study was the members of the Supporters' Association of Persepolis's and Esteghlal's clubs. And the questioner is sent them through Social Networks. In this study, simple random sampling was used and since the Statistical Society in this study was unlimited, Cochran formula was used to estimate the sample size. To analyze the data, structural equation method with Partial Least Squares (PLS) approach is used. Based on the results, both fans attitude toward cause-related sport marketing and fans attitude toward sport team has a positive and significant effect on purchase intention of sport product and re-attention intention. According to the finding, when fans have a positive attitude toward the team and sport charity program, cause/brand fit lead to purchase intention and re-attention intention.
Keywords: Cause-related sport marketing, Attitude toward cause-related Sport marketing, Cause/brand fit, Purchase intention of sport product, re-attendance intention
Type of Study: Research |
Subject:
sport management
Received: 2016/11/15 | Accepted: 2017/08/1 | Published: 2020/08/31
Received: 2016/11/15 | Accepted: 2017/08/1 | Published: 2020/08/31
References
1. Williams A.S., Kim,D. Y. & Pantaleoni, A . The Effect of Cause-Related Marketing (CRM) Messages and Endorsements , Examining Sport Advertisements: Indiana University, Global Sport Business Journal ,2014, 1
2. Lee , J. & Ferreira, M. A role of team and organizational identification in the success of cause-related sport marketing. Sport Management Review,2013,16 ,161-172 [DOI:10.1016/j.smr.2012.09.001]
3. Kim, K. T., Kwak, D. H., & Kim, Y. K. The impact of cause-related marketing (CRM) in spectator sport. Journal of Management & Organization,2010, 16(4), 515-527. [DOI:10.5172/jmo.2010.16.4.515]
4. Tangari, A. H., Folse, J. A. G., Burton, S., & Kees, J. The moderating influence of consumers' temporal orientation on the framing of societal needs and corporate responses in Cause-Related Marketing campaigns. Journal of Advertising,2010, 39(2), 35-50. [DOI:10.2753/JOA0091-3367390203]
5. Irwin, R. L. , Lachowetz, T. , Cornwell, B. & Clark, J. S. Cause-related sport sponsorship: an assessment of spectator beliefs, attitudes, and behavioral intentions. Sport marketing quarterly,2003, 12(3), 131-139.
6. Kukalis, S. Survey of recent developments in strategic management: implications for practitioners. International journal of management, 2009,26,99-106.
7. Roy, D. P., & Graeff, T. R. Consumer attitudes toward cause-related marketing activities in professional sports. Sport Marketing Quarterly,2003, 12(3), 163-172.
8. Barber, N., Kuo, P. J., Bishop, M. & Goodman Jr, R. "Measuring psychographics to assess purchase intention and willingness to pay", Journal of Consumer Marketing,2012, 29 (4), 280-292. [DOI:10.1108/07363761211237353]
9. Yuksel, M; McDonald, M.A & Joo, S. Cause-related sport marketing: an organizing framework and knowledge development opportunities, European sport management quarterly,2016, 16(1), 58-85. [DOI:10.1080/16184742.2015.1119172]
10. Youn, S. & Kim, H. Antecedents of consumer attitudes towards cause-related marketing. Journal of advertising research,2008, 48(1), 123-138. [DOI:10.2501/S0021849908080136]
11. Bigne'-Alcan˜ iz, E., R. Curra's-Pe'rez, C. Ryuz-Mafe', and S. Sanz-Blas. Cause-related marketing influence on consumer response: The moderating effect of cause-brand fit. Journal of Marketing Communications ,2012, 18(4) 265-283. [DOI:10.1080/13527266.2010.521358]
12. Ranjbariyan, B; Jamshidian, M & Dehghan. Examining the effects of machine carpet buyer's attitude toward different brands in Esfahan city, Training & Learning Researches Shahed University, 2010, 14(23).( in persian)
13. Lachowetz, T., & Gladden, J. A framework for understanding cause-related sport marketing programs. International Journal of Sports Marketing & Sponsorship,2003, 4(4), 313-333. [DOI:10.1108/IJSMS-04-04-2003-B004]
14. Barone, M.J., A.T. Norman, and A.D. Miyazaki. Consumer response to retailer use of causerelated marketing: Is more fit better?', Journal of Retailing, 2007, 83(4), 437-45. [DOI:10.1016/j.jretai.2007.03.006]
15. Becker-Olsen, K.L., Cudmore, B.A., and Hill, R.P. The impact of perceived corporate social responsibility on consumer behavior", Journal of Business Research, 2006, 59(1), 46-53. [DOI:10.1016/j.jbusres.2005.01.001]
16. Lafferty, B. A. The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research,2007, 60(5), 447-453. [DOI:10.1016/j.jbusres.2006.09.030]
17. Sekaran, Uma. Translated by saebi, M & Shirazi, M.Research Metjpds For Business: a skill-building approach 2hd ed,2011, (in Persian).
18. Bronn, P. N. & vrioni, A. B. Corporate social responsibility and cause-related marketing: an overview. International journal of advertising,2001, 20(2), 49-55. [DOI:10.1080/02650487.2001.11104887]
19. Ellen Scholder, P., Webb, D. J. & Mohr, L. A. "Building corporate associations: Consumer attributions for corporate socially responsible programs," Journal of the Academy of Marketing Science,2006, 34 (2), 147-57. [DOI:10.1177/0092070305284976]
20. Menon, S., and B.E. Kahn. Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand?' Journal of Consumer Psychology , 2003,13(3), 16-27. [DOI:10.1207/S15327663JCP1303_12]
21. Pracejus, J. W. & Olsen, G. D. The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of business research,2004, 57(6), 635-640. [DOI:10.1016/S0148-2963(02)00306-5]
22. Steckstor, D. The effects of cause-related marketing on customers'attitudes and buying behavior, applied marketing science, 2011. [DOI:10.1007/978-3-8349-7078-7]
23. Varadarajan, P. R & Menon, Anil. Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 1998, 52(3), 58-74 [DOI:10.1177/002224298805200306]
24. Trail, G.T., & James, J.D. The motivation scale for sport consumption: Assessment of the scale's psychometric properties. Journal of Sport Behavior,2001,24,108-127.
25. Cunningham, G. B.& Kwon, H. The Theory of Planned Behaviour andIntentions to Attend a Sport Event Sport Management Review, 2003, 6, 127-145 [DOI:10.1016/S1441-3523(03)70056-4]
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
