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The impact of cause-related marketing (CRM) in spectator sport

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  • Kim, Ki Tak
  • Kwak, Dae Hee
  • Kim, Yu Kyoum

Abstract

Cause-related marketing (CRM) refers to the marketing strategy an organization uses to associate itself with a good cause. Even though CRM decisions may be partly charitable, they may also serve corporate self-interest. Although this area of inquiry is growing, CRM's strategic potential as an effective management tool for connecting sport organizations (i.e., teams) with consumers has not been thoroughly examined in a sport management context. In order to provide an improved picture of spectator sport consumers' perceptions toward a sport team's CRM initiatives, we developed a structural model that incorporates perceived CRM, attitudes toward the team, and re-attendance intention. Using LISREL analysis, the findings showed that CRM's effect on re-attendance intention was completely mediated through the attitude toward the team. In addition, perceptions toward the team's motive for CRM did not vary CRM's effect on attitude and behavioral intention. The lack of interaction effect might provide evidence that there may be universal appeal and effectiveness of CRM in a spectator sport context. Consequently, the findings provide a useful rationale for making managerial decisions about implementing and maintaining CRM efforts in sport organization.

Suggested Citation

  • Kim, Ki Tak & Kwak, Dae Hee & Kim, Yu Kyoum, 2010. "The impact of cause-related marketing (CRM) in spectator sport," Journal of Management & Organization, Cambridge University Press, vol. 16(4), pages 515-527, September.
  • Handle: RePEc:cup:jomorg:v:16:y:2010:i:04:p:515-527_00
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    Cited by:

    1. Djaballah, Mathieu & Hautbois, Christopher & Desbordes, Michel, 2017. "Sponsors’ CSR strategies in sport: A sensemaking approach of corporations established in France," Sport Management Review, Elsevier, vol. 20(2), pages 211-225.
    2. Woo-yeul Baek & Hyun-seok Song & Doo-Han Kim & Kevin K. Byon, 2020. "Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    3. Thamaraiselvan Natarajan & Daniel Inbaraj Jublee & Dharun Lingam Kasilingam & Gladys Stephen, 2018. "The moderating role of social themes in cause-related marketing advertisements," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 433-454, December.
    4. Schyvinck, Cleo & Willem, Annick, 2018. "A typology of cause-related marketing approaches in European professional basketball," Sport Management Review, Elsevier, vol. 21(4), pages 347-362.
    5. Lee, Joon Sung & Babiak, Katherine, 2019. "Does your left hand know what your right hand is doing? Impacts of athletes’ pre-transgression philanthropic behavior on consumer post-transgression evaluation," Sport Management Review, Elsevier, vol. 22(4), pages 553-565.
    6. Hills, Stephen & Walker, Matthew & Barry, Adam E., 2019. "Sport as a vehicle for health promotion: A shared value example of corporate social responsibility," Sport Management Review, Elsevier, vol. 22(1), pages 126-141.

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