IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i8p3183-d345688.html
   My bibliography  Save this article

Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

Author

Listed:
  • Woo-yeul Baek

    (Department of Sport Management, Kyonggi University, Suwon 154-42, Korea)

  • Hyun-seok Song

    (Department of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USA)

  • Doo-Han Kim

    (Department of Taekwondo, Korea National Sport University, Seoul 1239, Korea)

  • Kevin K. Byon

    (Department of Kinesiology, Indiana University–Bloomington, Bloomington, IN 47405, USA)

Abstract

Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans’ embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans’ perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans’ altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans’ perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans’ altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team’s CRM campaign as cause-oriented and show their support for the campaign.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:8:p:3183-:d:345688
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/8/3183/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/8/3183/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Anat Anaqie Zahidy & Shahryar Sorooshian & Zahidy Abd Hamid, 2019. "Critical Success Factors for Corporate Social Responsibility Adoption in the Construction Industry in Malaysia," Sustainability, MDPI, vol. 11(22), pages 1-24, November.
    2. Kyungyeol (Anthony) Kim & Kevin K. Byon, 2018. "A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction," Sport Management Review, Taylor & Francis Journals, vol. 21(5), pages 582-595, December.
    3. Pracejus, John W. & Olsen, G. Douglas, 2004. "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns," Journal of Business Research, Elsevier, vol. 57(6), pages 635-640, June.
    4. Woo-yeul Baek & Kyungyeol (Anthony) Kim & Doo-Han Kim & Kevin K. Byon, 2020. "The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values," Sustainability, MDPI, vol. 12(3), pages 1-12, January.
    5. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    6. 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.
    7. Sande, Jon Bingen & Ghosh, Mrinal, 2018. "Endogeneity in survey research," International Journal of Research in Marketing, Elsevier, vol. 35(2), pages 185-204.
    8. Emilio Abad-Segura & Francisco Joaquín Cortés-García & Luis J. Belmonte-Ureña, 2019. "The Sustainable Approach to Corporate Social Responsibility: A Global Analysis and Future Trends," Sustainability, MDPI, vol. 11(19), pages 1-24, September.
    9. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    10. Kyungyeol (Anthony) Kim & Kevin K. Byon & Wooyeul Baek, 2020. "Customer-to-customer value co-creation and co-destruction in sporting events," The Service Industries Journal, Taylor & Francis Journals, vol. 40(9-10), pages 633-655, July.
    11. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    12. Jayesh D. Patel & Dharmesh D. Gadhavi & Yupal S. Shukla, 2017. "Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(1), pages 1-18, March.
    13. Kim, Kyungyeol (Anthony) & Byon, Kevin K., 2018. "A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction," Sport Management Review, Elsevier, vol. 21(5), pages 582-595.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Enrique Manzur & Sergio Olavarrieta, 2021. "The 9-SRA Scale: A Simplified 9-Items Version of the SRA Scale to Assess Altruism," Sustainability, MDPI, vol. 13(13), pages 1-15, June.
    2. Talent Moyo & Rodney Duffett & Brendon Knott, 2022. "An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry," SAGE Open, , vol. 12(2), pages 21582440221, June.
    3. Prasant Kumar Pandey & Naval Bajpai & Abhijeet V. Tiwari, 2024. "Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 479-509, June.

    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. Sara Osama Hassan & Ehab Mohamed AbouAish, 2018. "The impact of strategic vs. tactical cause-related marketing on switching intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 253-314, September.
    2. Tsungjen Shih & Shaojung Sharon Wang, 2021. "Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type," Sustainability, MDPI, vol. 13(9), pages 1-16, May.
    3. Wu, Ruijuan & Li, Peiyu, 2023. "Continuance intention to use self-delivery boxes: An empirical study in Tianjin, China," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    4. Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.
    5. Xiaowei Jiang & Andrew Kim & Kyungyeol (Anthony) Kim & Qian Yang & Jerónimo García-Fernández & James J. Zhang, 2021. "Motivational Antecedents, Value Co-Creation Process, and Behavioral Consequences in Participatory Sport Tourism," Sustainability, MDPI, vol. 13(17), pages 1-16, September.
    6. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    7. Riffat Ara Zannat Tama & Md Mahmudul Hoque & Ying Liu & Mohammad Jahangir Alam & Mark Yu, 2023. "An Application of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Examining Farmers’ Behavioral Attitude and Intention towards Conservation Agriculture in Bangladesh," Agriculture, MDPI, vol. 13(2), pages 1-22, February.
    8. Yu Hao & Yingting Wang & Qiuwei Wu & Shiwei Sun & Weilu Wang & Menglin Cui, 2020. "What affects residents' participation in the circular economy for sustainable development? Evidence from China," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1251-1268, September.
    9. Lingling Gao & Kerem Aksel Waechter, 0. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    10. Kureshi, Sonal & Thomas, Sujo, 2016. "Intention to Participate in Cause Related Marketing: Influence of Cause," IIMA Working Papers WP2016-03-12, Indian Institute of Management Ahmedabad, Research and Publication Department.
    11. Chang, Chia-Chi & Chen, Po-Yu, 2019. "Which maximizes donations: Charitable giving as an incentive or incentives for charitable giving?," Journal of Business Research, Elsevier, vol. 97(C), pages 65-75.
    12. Ardvin Kester S. Ong & Yogi Tri Prasetyo & Kerr Lorenzo Picazo & Kim Aaron Salvador & Bobby Ardiansyah Miraja & Yoshiki B. Kurata & Thanatorn Chuenyindee & Reny Nadlifatin & Anak Agung Ngurah Perwira , 2021. "Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    13. Wu, Ing-Long & Chen, Kuei-Wan & Chiu, Mai-Lun, 2016. "Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users," International Journal of Information Management, Elsevier, vol. 36(3), pages 284-296.
    14. Zhijian Bai & Yang Zhang, 2021. "Sustainability of Ski Tourism in China: An Integrated Model of Skiing Tourists’ Willingness to Pay for Environmental Protection," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    15. Mendini, Monica & Peter, Paula C. & Gibbert, Michael, 2018. "The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness," Journal of Business Research, Elsevier, vol. 91(C), pages 195-204.
    16. Gordon Liu & Wai Wai Ko, 2014. "An integrated model of cause-related marketing strategy development," AMS Review, Springer;Academy of Marketing Science, vol. 4(3), pages 78-95, December.
    17. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    18. Urvi Agrawal & Arushie Mangla & Mahim Sagar, 2016. "Company-Cause-Customer: Interaction Architecture," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 17(3), pages 307-319, September.
    19. Anne Hamby & Niusha Jones & Guohong Yu, 2021. "Exploring the effects of for‐profit and nonprofit size congruency: An exchange perspective on cause‐related marketing," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 274-292, March.
    20. Dongming Wu & Liukai Yu & Qianqian Zhang & Yangyang Jiao & Yuhe Wu, 2021. "Materialism, Ecological Consciousness and Purchasing Intention of Electric Vehicles: An Empirical Analysis among Chinese Consumers," Sustainability, MDPI, vol. 13(5), pages 1-19, March.

    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:gam:jsusta:v:12:y:2020:i:8:p:3183-:d:345688. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.