Article2003

Cause-Related Sport Sponsorship: An Assessment of Spectator Beliefs, Attitudes, and Behavioral Intentions

Richard L. Irwin · Tony Lachowetz · T. Bettina Cornwell

164 citations0/0 files storedSport Marketing Quarterly

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Social Responsibility and Sustainability

Abstract

Marketing communications utilizing a non-profit cause (i.e., the sponsorship of a non-profit cause) have emerged as a mainstream practice as practitioners respond to rising consumer expectations of corporate social responsibility (CSR). The increasing popularity of cause-related marketing programs (CRMPs) can be attributed to the integration of sponsorship in many organizations’ sport marketing strategy. The purpose of this study was to examine the attitudes, beliefs, and purchase intentions of consumers exposed to a firm's sponsorship of a sporting event associated with a non-profit organization. A survey instrument was developed by a panel of experts, pre-tested, revised, and completed by (442 event spectators. Results suggested consumers’ attitudes, beliefs, and purchase intentions toward the sponsoring company were positively impacted by the firm's involvement with cause-related marketing.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2001Targeting consumers who are willing to pay more for environmentally friendly products 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 2000Determinants of Sports Sponsorship Response 2000The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?1998A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned

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2009Beyond the Game: Perceptions and Practices of Corporate Social Responsibility in the Professional Sport Industry 2008Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program 2007Predicting Sponsorship Outcomes from Attitudinal Constructs: The Case of a Professional Basketball Event 2009Corporate Social Responsibility in Sport 2012Investigating the role of corporate credibility in corporate social marketing: A case study of environmental initiatives by professional sport organizations

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