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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.

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References
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Sport Management Studies
Volume 10, Issue 49
August & September 2018
July and August 2018
Pages 159-182
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History
  • Receive Date: 14 September 2017
  • Revise Date: 30 December 2017
  • Accept Date: 31 January 2018
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