Document Type : Research Paper
Authors
1 M.Sc. of Sport Marketing Management, University of Kurdistan
2 Associate Professor of Sport Management, University of Kurdistan
Abstract
In order to study the effect of team and organizational identification, upon the consumers’ attitude regarding cause-related sport marketing, a descriptive-correlative research based on head counting sampling) (n=400), among Physical Education students of Kurdistan Province (N=540) was done. The tool of measurement is a researcher made Questionnaire including: individual characteristics, team identification, Cause organizational identification, consumers’ attitude, sport/ cause fit and purchase intention. The analysis of the data was based upon descriptive statistics (mean, standard deviation, …) and Inferential statistics (correlation, Confirmatory factor analysis and Structural Equation Model), using SPSS software Version 22 and AMOS version 20. The findings of the study show that the above-mentioned proportion between sport and causes has a positive and meaningful effect upon Consumer attitude toward CRSM and team identification directly and regardless of sport fit and cause cannot affect Consumer attitude toward CRSM, but Cause organizational identification lonely and regardless of sport/ because fit has a positive and meaningful effect on consumers’ attitude, ultimately the positive change of consumers’ attitude leads into purchase.
Keywords
- Cause-Related Marketing
- Team Identification
- Organizational Identification
- Attitude
- Purchase Intention
Main Subjects
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