Article2011

Cause-Related Marketing: The Role of Team Identification in Consumer Choice of Team Licensed Products

36 citations0/0 files storedSport Marketing Quarterly

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Sports, Gender, and Society

Abstract

Many studies have demonstrated that cause-related marketing (CRM) can impact consumer choice, but its impact can depend on many factors. In this study, we examined the role that team identification can play in the relationship between CRM and consumer choice of team-licensed products. A discrete choice experiment with 119 college students indicates that CRM influenced consumer choices of team-licensed products. Participants preferred team-licensed products that support a cause with a broad appeal. However, this preference was mostly evident among those participants with a low identification with a team. Those participants highly identified with a team seemed to be mostly driven by their sole desire to purchase a product from their team regardless of the support to the cause. These results suggest that social causes exert more influence and provide an extra reason to buy team-licensed products when motivation to buy is low.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 36 citations exist upstream.

References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1989Social Identity Theory and the Organization 2000Stated Choice Methods 2005The impact of perceived corporate social responsibility on consumer behavior 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 1981Designing Research for Application 1983Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data 1998Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell

Cited by

2020Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League 2020Self-Branding through NFL Team Fanship: Fans’ Desired Self-Image and Its Implications for Branding Practices 2020Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism 2018An Examination of Employees’ Response to Sponsorship: The Role of Team Identification 2022You’re getting warmer: examining a “warmth effect” as antecedent to cause-related purchase intentions for sport-themed CRM

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.