Published online by Cambridge University Press: 02 February 2015
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.
To send this article to your Kindle, first ensure no-reply@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about sending to your Kindle. Find out more about saving to your Kindle.
Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.
Find out more about the Kindle Personal Document Service.
To save this article to your Dropbox account, please select one or more formats and confirm that you agree to abide by our usage policies. If this is the first time you used this feature, you will be asked to authorise Cambridge Core to connect with your Dropbox account. Find out more about saving content to Dropbox.
To save this article to your Google Drive account, please select one or more formats and confirm that you agree to abide by our usage policies. If this is the first time you used this feature, you will be asked to authorise Cambridge Core to connect with your Google Drive account. Find out more about saving content to Google Drive.