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

Published online by Cambridge University Press:  02 February 2015

Ki Tak Kim ,
Dae Hee Kwak  and
Yu Kyoum Kim
Ki Tak Kim
Affiliation:
Paichai University, Daejeon, South Korea
Dae Hee Kwak
Affiliation:
University of Michigan, Ann Arbor, MI, USA
Yu Kyoum Kim
Affiliation:
The Florida State University, Tallahassee, FL, USA
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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.

Keywords

corporate social responsibilitycause-related marketingsport consumption
Type
Research Article
Information
Journal of Management & Organization , Volume 16 , Issue 4 , September 2010 , pp. 515 - 527
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2010

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