IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v77y2024ics0969698923004344.html
   My bibliography  Save this article

Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase

Author

Listed:
  • Park, Sangchul
  • Ahn, Sungsook
  • Kim, Sanghoon

Abstract

Companies often administer sponsorship initiatives to fulfill their Corporate Social Responsibility (CSR), and this practice is called CSR-linked sponsorship. This study investigated whether and how CSR-linked sponsorship event type influences consumers' intention to purchase sponsors' products, underpinned by balance theory and P–O-X theory. Our experiment showed that CSR-linked sponsorship to sport (vs. art) provokes greater purchase intention. This effect was positively mediated by the perceived sincerity of the sponsor. These findings enrich the literature by extending the scope of CSR-linked sponsorship research and illuminating both the consequence of CSR-linked sponsorship event type and its underlying mechanism. Our findings also provide managerial insights into effectively selecting CSR-linked sponsorship event type in such a way to facilitate consumers' purchase of sponsors' products.

Suggested Citation

  • Park, Sangchul & Ahn, Sungsook & Kim, Sanghoon, 2024. "Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    • Handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004344
    DOI: 10.1016/j.jretconser.2023.103683
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923004344
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103683?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "Understanding the effect of art infusion type on retail product shopping: An attention to the intervening role of customers’ financial wealth," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Jennifer Aaker & Kathleen D. Vohs & Cassie Mogilner, 2010. "Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 224-237, August.
    3. Ginder, Whitney & Byun, Sang-Eun, 2022. "To trust or not to trust? The interplay between labor-related CSR claim type and prior CSR reputation of apparel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Dinh Toan Nguyen & Huy Thong Vu, 2022. "Measuring Attitudes Toward Sponsor And Purchase Intention," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2049961-204, December.
    5. Park, Sangchul & Kim, Sanghoon & Ahn, Sungsook, 2023. "The role of consumers' construal level in art-infusion-type effect on retail product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 312-321, November.
    7. Lacey, Russell & Close, Angeline G. & Finney, R. Zachary, 2010. "The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness," Journal of Business Research, Elsevier, vol. 63(11), pages 1222-1228, November.
    8. Muflih, Muhammad, 2021. "The link between corporate social responsibility and customer loyalty: Empirical evidence from the Islamic banking industry," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    9. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
    10. Kang, Taeahn & Matsuoka, Hirotaka, 2023. "The negative effect of CSR-CSI domain overlap in CSR-linked sport sponsorship," Journal of Business Research, Elsevier, vol. 156(C).
    11. Qamar Farooq & Peihua Fu & Xuan Liu & Yunhong Hao, 2021. "Basics of macro to microlevel corporate social responsibility and advancement in triple bottom line theory," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(3), pages 969-979, May.
    12. Ruiz, Belén & García, Juan A., 2021. "Analyzing the relationship between CSR and reputation in the banking sector," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    13. Flöter, Thomas & Benkenstein, Martin & Uhrich, Sebastian, 2016. "Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources," Sport Management Review, Elsevier, vol. 19(2), pages 146-156.
    14. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Uhrich, Sebastian & Koenigstorfer, Joerg & Groeppel-Klein, Andrea, 2014. "Leveraging sponsorship with corporate social responsibility," Journal of Business Research, Elsevier, vol. 67(9), pages 2023-2029.
    16. Tyler, B. David & Cobbs, Joe & Satinover Nichols, Bridget & Dalakas, Vassilis, 2021. "Schadenfreude, rivalry antecedents, and the role of perceived sincerity in sponsorship of sport rivalries," Journal of Business Research, Elsevier, vol. 124(C), pages 708-719.
    17. Luger, Michaela & Hofer, Katharina Maria & Floh, Arne, 2022. "Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets," International Business Review, Elsevier, vol. 31(2).
    18. Min, Jihye & Kim, Jiyoung & Yang, Kiseol, 2023. "CSR attributions and the moderating effect of perceived CSR fit on consumer trust, identification, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    19. Cornwell, T. Bettina & Coote, Leonard V., 2005. "Corporate sponsorship of a cause: the role of identification in purchase intent," Journal of Business Research, Elsevier, vol. 58(3), pages 268-276, March.
    20. Thomas Flöter & Martin Benkenstein & Sebastian Uhrich, 2016. "Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources," Sport Management Review, Taylor & Francis Journals, vol. 19(2), pages 146-156, April.
    21. Ahmad, Naveed & Ullah, Zia & AlDhaen, Esra & Han, Heesup & Scholz, Miklas, 2022. "A CSR perspective to foster employee creativity in the banking sector: The role of work engagement and psychological safety," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    22. Yu, Weiping & Han, Xiaoyun & Ding, Lei & He, Mingli, 2021. "Organic food corporate image and customer co-developing behavior: The mediating role of consumer trust and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Kang, Taeahn & Matsuoka, Hirotaka, 2023. "The negative effect of CSR-CSI domain overlap in CSR-linked sport sponsorship," Journal of Business Research, Elsevier, vol. 156(C).
    3. Huang, Miaojia & Geng, Shuang & Yang, Wen & Law, Kris M.Y. & He, Yuqin, 2024. "Going beyond the role: How employees' perception of corporate social responsibility fuels proactive customer service performance," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Jaskirat Singh Rai & Apar Singh, 2020. "The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League," IIM Kozhikode Society & Management Review, , vol. 9(2), pages 202-212, July.
    5. Habitzreuter, Anna Mei & Koenigstorfer, Joerg, 2021. "The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit," Journal of Business Research, Elsevier, vol. 124(C), pages 720-730.
    6. Castaldo, Sandro & Ciacci, Andrea & Penco, Lara, 2023. "Perceived corporate social responsibility and job satisfaction in grocery retail: A comparison between low- and high-productivity stores," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Chien, P. Monica & Cornwell, T. Bettina & Pappu, Ravi, 2011. "Sponsorship portfolio as a brand-image creation strategy," Journal of Business Research, Elsevier, vol. 64(2), pages 142-149, February.
    8. Ráthonyi-Ódor, Kinga & Bába, Éva Bácsné & Ráthonyi, Gergely, 2019. "Responsible Behavior And Environmental Protection – In Case Of Football Clubs," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 13(1-2), June.
    9. Lin, Hsin-Chen & Bruning, Patrick F., 2024. "Guidelines for sponsorship signaling within socially complex markets," Business Horizons, Elsevier, vol. 67(1), pages 19-30.
    10. Inoue, Yuhei & Funk, Daniel C. & McDonald, Heath, 2017. "Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment," Journal of Business Research, Elsevier, vol. 75(C), pages 46-56.
    11. Rim, Hyejoon & Yang, Sung-Un & Lee, Jaejin, 2016. "Strategic partnerships with nonprofits in corporate social responsibility (CSR): The mediating role of perceived altruism and organizational identification," Journal of Business Research, Elsevier, vol. 69(9), pages 3213-3219.
    12. Uhrich, Sebastian & Koenigstorfer, Joerg & Groeppel-Klein, Andrea, 2014. "Leveraging sponsorship with corporate social responsibility," Journal of Business Research, Elsevier, vol. 67(9), pages 2023-2029.
    13. Flöter, Thomas & Benkenstein, Martin & Uhrich, Sebastian, 2016. "Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources," Sport Management Review, Elsevier, vol. 19(2), pages 146-156.
    14. Siv Skard & Helge Thorbjørnsen, 2014. "Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 124(1), pages 149-160, September.
    15. Kleopatra Konstantoulaki & Ioannis Rizomyliotis & Apostolos Giovanis & Vittorio Conti & Christos Kallandranis, 2017. "Sponsoring Sports Teams with Low Media Exposure: An Exploratory Investigation on Small and Medium Sized B2B Firms," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(5), pages 77-94, October.
    16. Murphy Patrick J. & Pollack Jeff & Nagy Brian & Rutherford Matthew & Coombes Susan, 2019. "Risk Tolerance, Legitimacy, and Perspective: Navigating Biases in Social Enterprise Evaluations," Entrepreneurship Research Journal, De Gruyter, vol. 9(4), pages 1-19, October.
    17. Claudia Townsend & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 794-815.
    18. Sohyun Bae, 2021. "Holding an entity mind-set deters consumption of recycled content products: the role of perceived product quality," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 553-571, December.
    19. Rai, Tage S. & Diermeier, Daniel, 2015. "Corporations are Cyborgs: Organizations elicit anger but not sympathy when they can think but cannot feel," Organizational Behavior and Human Decision Processes, Elsevier, vol. 126(C), pages 18-26.
    20. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004344. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.