Sport Management Studies

The Effect of Cause-Related Marketing on the Perception and Preference of Sports Services, with an Emphasis on the Role of Moral Pleasure and Loyalty of Altruist Type Athletes

Document Type : Research Paper

Authors

1 Assistant Professor of Public Administration, University of Tehran

2 M.Sc. of Business Management, University of Tehran

3 Ph.D. Student of Business Management, University of Tehran

4 Assistant Professor of Business Management, University of Tehran

Abstract
The present study proposes a proposed model to investigate the effect of Cause-related marketing on affection (brand Attractiveness and identity) and the preference of sport services: emphasizing the role of moral pleasure and loyalty of athletes of the kindred, charity sports complex. The method of this research is applied in terms of purpose and is descriptive based on a descriptive research method. By using the tool of the questionnaire, it has been collected and surveyed using the required data. The data needed to conduct the research using available sampling method from 400 athletes (customers) of charity sports activities complex in Tehran was obtained. Data analysis was performed using correlation analysis and structural equation modeling with Amos 24 software. The results of the study showed that the preference for Cause-related marketing services is directly affected by the moral pleasure, identity and loyalty of altruists, and because of the attractiveness of the brand, the preference of sports services is affected by Cause-related marketing activities.

Keywords

Main Subjects

  1. Abrashi, A., & Hosseini, S. Y. (2013). Modeling structural equations. Tehran: Publications of Sociologists.
  2. Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). "Antecedents and consequences of customer-company identification: expanding the role of relationship marketing ". Journal of applied psychology, 90(3), 574.
  3. Barnez, A. J. (2012). Corporate social responsibility and its effects on brand trust. (Doctoral dissertation). Auckland University of Technology, Auckland, New Zealand.
  4. Bachman, K., & Wilkins, S (2014). Brand commitment and consumer-brand identification as determinants of consumers’ brand loyalty and repurchase intentions. SERC Working Paper Series ISSN: 2056-355808. Plymouth University, 11-32.
  5. Barnes, A. J. (2011). Corporate social responsibility and its effects on brand trust. (Doctoral dissertation). Auckland University of Technology, Auckland, New Zealand.
  6. Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., & Sanz-Blas, S. (2010). Consumer behavioural intentions in cause-related marketing: The role of identification and social cause involvement. International Review on Public and Nonprofit Marketing, 7(2), 127-43.
  7. Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), 248-62.
  8. Clottey, T. A., Collier, D. A., & Stodnick, M. (2011). Drivers of customer loyalty in a retail store environment. Journal of Service Science, 1(1), 35-48.
  9. Chang, C. T., & Cheng, Z. H. (2015). Tugging on heartstrings: Shopping orientation, mindset, and consumer responses to cause-related marketing. Journal of Business Ethics, 127(2), 337-50.
  10. Christofi, M., Leonidou, E., Vrontis, D., Kitchen, P., & Papasolomou, I. (2015). Innovation and cause-related marketing success: a conceptual framework and propositions. Journal of Services Marketing, 29(5), 354-66.
  11. Currás-Pérez, R., Bigné-Alcañiz, E., & Alvarado-Herrera, A. (2009). The role of self-definitional principles in consumer identification with a socially responsible company. Journal of Business Ethics, 89(4), 547-64.
  12. Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-89.
  13. Eisenberg, N. (2000). Emotion, regulation, and moral development. Annual Review of Psychology, 51(1), 665-97.
  14. Fatma, M., & Rahman, Z. (2016). The CSR's influence on customer responses in Indian banking sector. Journal of Retailing and Consumer Services, 29,      49-57.
  15. Guerreiro, J., Rita, P., & Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing, 49(11/12), 1728-50.
  16. He, H., Zhu, W., Gouran, D., & Kolo, O. (2016). Moral identity centrality and cause-related marketing: the moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing, 50(1/2), 1-44.
  17. Hunjra, A. I., Azam, R. I., & Humayoun, A. A. (2012). Cause related marketing and its impact on sales: Mediating by brand loyalty and customer purchase intention. Journal of Aktyajibhiekohomikh, 5(131), 468-76.
  18. He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-57.
  19. Kim, D., Magnini, V. P., & Singal, M. (2011). The effects of customers’ perceptions of brand personality in casual theme restaurants. International Journal of Hospitality Management, 30(2), 448-58.
  20. La Ferle, C., Kuber, G., & Edwards, S. M. (2013). Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin. Journal of Business Research, 66(3), 364-73.
  21. Lucke, S., & Heinze, J. (2015. The role of choice in cause-related marketing–investigating the underlying mechanisms of cause and product involvement. Procedia-Social and Behavioral Sciences, 213, 647-53.
  22. Lee, J., & Lee, Y. (2015). The interactions of CSR, self-congruity and purchase intention among Chinese consumers. Australasian Marketing Journal, 23(1), 19-26.
  23. Luo, X. (2006). A contingent perspective on the advantages of stores' strategic philanthropy for influencing consumer behavior. Journal of Consumer Behaviour, 4(5), 390-401.
  24. Menon, S., & Kahn, B. E. (2003). Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand? Journal of Consumer Psychology, 13(3), 316-27.
  25. Moisescu, O. I. (2006). A conceptual analysis of brand loyalty as core dimension of brand equity: Competitiveness and stability in the knowledge-based economy. International Conference Proceedings, Craiova, Romania, 1128-36.
  26. Marin, L., & Ruiz, S. (2007). “I need you too!” Corporate identity attractiveness for consumers and the role of social responsibility. Journal of Business Ethics, 71(3), 245-60.
  27. Nerkar, K. R. (2013). Achiving CRM through cause related marketing. International Journal of Marketing, 2, 80-5.
  28. Papista, E., & Dimitriadis, S. (2012). Exploring consumer-brand relationship quality and identification: qualitative evidence from cosmetics brands. Qualitative Market Research: An International Journal, 15(1), 33-56.
  29. Pomering, A., & Dolnicar, S. (2009). Assessing the prerequisite of successful CSR implementation: are consumers aware of CSR initiatives? Journal of Business Ethics, 85, 285-301.
  30. Polonsky, M. J., & Wood, G. (2001). Can the overcommercialization of cause-related marketing harm society? Journal of Macromarketing, 21(1), 8-22.
  31. Perez, A., & Rodríguez del Bosque, I. (2015). Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company. Journal of Services Marketing, 29(1), 15-25.
  32. Qamar, N., & Lodhi, R. N. (2013). An empirical study of cause related marketing and consumer purchase decision: Evidence from Pakistan. World Applied Sciences Journal, 23(8), 1125-34.
  33. Rashid, A. S., (2016). The effect of benevolent marketing on consumer purchase intent (Unpublished masterʼs thesis). University of Tehran, Tehran. (In Persian).
  34. Shah, M. G. H. (2013. Cause-related marketing practice of some selected firms in Bangladesh and its effect on target segment. International Journal of Scientific and Technology Rsearch, 2(1), 123-7.
  35. Shabbir, S., Kaufmann, H. R., Ahmad, I., & Qureshi, I. M. (2010). Cause related marketing campaigns and consumer purchase intentions: The mediating role of brand awareness and corporate image. African Journal of Business Management, 4(6), 1229-35.
  36. Tsai, S. P. (2009). Modeling strategic management for cause-related marketing. Marketing Intelligence & Planning, 27(5), 649-65.
  37. Vélez García, A. E., & Ostrosky‐Solís, F. (2006). From morality to moral emotions. International Journal of Psychology, 41(5), 348-54.
  38. Davvetas, V., & Diamantopoulos, A. (2017). Regretting your brand-self? The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal of Business Research. 80(9), 218-27.
  39. Westberg, K. (2004). The impact of cause-related marketing on consumer attitude to the brand and purchase intention: A comparison with sponsorship and sales promotion. Australia: Griffith University.
  40. Wheale, P., & Hinton, P. (2007). Ethical consumers in search of markets. Business Strategy and the Environment, 16(4), 302-15.
  41. Walliser, B. (2003). An international review of sponsorship research: Extension and update. International Journal of Advertising, 22(1), 5-40.
  42. Xie, C., Bagozzi, R. P., & Meland, K. V. (2015). The impact of reputation and identity congruence on employer brand attractiveness. Marketing Intelligence & Planning, 33(2), 124-46.
  43. Yasin, N., & Zahari, A. (2011). Does family and viral marketing have any effect on brand equity? Contemporary Marketing Review, 1(8), 1-13.
  44. Yoo, B., Donthu, N., & Lee, S. (2008). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Sport Management Studies
Volume 10, Issue 49
August & September 2018
July and August 2018
Pages 159-182

  • Receive Date 14 September 2017
  • Revise Date 30 December 2017
  • Accept Date 31 January 2018

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us