A role of team and organizational identification in the success of cause-related sport marketing

Lee, Jaedeock; Ferreira, Mauricio

doi:10.1016/j.smr.2012.09.001

Cited by 29 publications

(24 citation statements)

References 40 publications

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“…For example, Inoue and Havard (2014) found that although attendees of a cause-related sport event on average reported high scores on cause and sport involvement, the strength of the correlation between these two constructs was weak (r = .14). Similarly, Lee and Ferreira (2013) identified a weak correlation between consumers' identification with a sport team and their identification with a non-profit organization affiliated with the team (r = .11). These weak correlations suggest that a group of individuals with high sport involvement does not overlap with a group of individuals with high cause involvement, thereby indicating that companies engaging in cause-related sport sponsorship must satisfy the needs of both groups to generate positive outcomes through the sponsorship.…”

Section: Cause-related Sport Sponsorshipmentioning

confidence: 99%

“…Indeed, research on consumers suggests that the cause affiliation, rather than the sport affiliation, of cause-related sport sponsorship predominantly determines the consumer evaluation of this category of sponsorship (Irwin et al, 2003(Irwin et al, , 2010Lee & Ferreira, 2013). Consequently, the purpose of this study was to investigate the roles of employees' involvement with the sponsored sport (i.e., sport involvement) and with the sponsored cause (i.e., cause involvement) to explain how their beliefs about cause-related sport sponsorship are determined.…”

Section: Executive Summarymentioning

confidence: 99%

“…Because of its cause affiliation, employees' reaction to cause-related sport sponsorship may be different from their reaction to regular sport sponsorship. Indeed, research on consumers suggests that the cause affiliation, rather than the sport affiliation, of cause-related sport sponsorship predominantly determines the consumer evaluation of this category of sponsorship (Irwin et al, 2003(Irwin et al, , 2010Lee & Ferreira, 2013), although some evidence still points to the opposite conclusion (Inoue & Havard, 2014).…”

Section: Introductionmentioning

confidence: 99%

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Roles of sport and cause involvement in determining employees’ beliefs about cause-related sport sponsorship

Inoue

Havard

Irwin

2016

International Journal of Sports Marketing and Sponsorship

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Inoue , Y and Havard, CT and Irwin, RL (2016)Roles of sport and cause involvement in determining employees' beliefs about cause-related sport sponsorship. AbstractThis study investigated the roles of employees' involvement with the sponsored sport and cause in determining their beliefs about cause-related sport sponsorship. Despite the prevailing logic that companies can enhance the perception of goodwill by sponsoring sport that is important to their employees, employees' sport involvement was found to have no effect on their sponsorship beliefs. In contrast, cause involvement alone explained a large amount of the variance in those beliefs.

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Section: Cause-related Sport Sponsorshipmentioning

confidence: 99%

Section: Executive Summarymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Roles of sport and cause involvement in determining employees’ beliefs about cause-related sport sponsorship

Inoue

Havard

Irwin

2016

International Journal of Sports Marketing and Sponsorship

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“…This is very important especially for sports events. All the time it is need to keep in mind that the entity organizing the mass event is responsible for the safety of its participants in the place and time of the event (Kamiński andMajchrzak, 2012, Lee andFereira, 2012).…”

Section: Introductionmentioning

confidence: 99%

Safety of Sports Mass Events in the Context of Creating a Marketing Product

Sowier-Kasprzyk

Kowalski

2019

System Safety: Human - Technical Facility - Environment

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Safety as a state that gives a sense of confidence and a guarantee of its maintaining may also act as an element motivating to use a product or service, certainty of use of the product and the certainty of using the service. In the second approach, mass-specific services, including sports services related to the operation of sports clubs, are a service specific in terms of security. The entity providing them should ensure the safety of all its participants, from sportsmen to sports spectators. The aim of the article is to present partial results of research results on the relationship between the sense of safety of sports club fans and active participation in a sports event. The research covered a group of 1127 people surveyed in the first half of 2018 using a direct questionnaire on fans of sports teams and research on secondary sources.The main hypothesis is that a sporting event allows to extend a marketing offer to new segments, enrich the expanded sports product, set new pricing strategies and use promotion only when a viewer has a high sense of security. In this approach, it is security from the point of view of the customer that determines the use of a sports service, but also satisfaction, and, in the future, also loyalty.

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“…In addition, the purchase intention created by the high-attractive endorser with low match-up could be bigger than that generated by low-attractive endorser with high match-up. Lee and Ferreira (2013) investigated the direct and moderating effects of team identification and cause firms' identification on consumer behavior toward cause related sport marketing (CRSM) programs based on intercollegiate sport contexts in the United States. In their survey, fit between a sport team and a cause yielded a bigger effect on behaviors when consumer affinity toward the sport team was more positive.…”

Section: Introductionmentioning

confidence: 99%

Sport promotion and sales management

Aminiroshan¹,

Sharifian²,

Siyadat³

2014

10.5267/j.msl

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At the beginning of third millennium, the world of sport has been experiencing new marketing techniques to introduce products and services. The purpose of this study was to compare advertising and sales promotion strategies, the effects of different strategies in sport production companies to retain or to gain market share among selected firms, which were active in Iran. The method of survey was descriptive -analytical and some questionnaires were used for collecting data in Likert scale. The validity of the questionnaire were estimated by interview with professors and exports in marketing and sport marketing and the reliability was assessed by using Cronbach's alpha (α= 0.89). Statistical population of the study includes Sport GoodsProducing companies in Iran (N= 180) and 122 firms formed the study sample. For testing the hypothesis, we have used Paired Samples T-Test. The analysis of findings showed that there was a meaningful difference between using advertising and sales promotion strategies. In general, we can say, there are some limited applications of using techniques and methods of sales promotion strategies in Iranian sport industry and methods of advertising. Consequently, regarding the intense competition among companies as well as fast growth of markets and fast changes in consumer's behavior, identifying the best methods for corresponding relationship to customer would be required.

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A role of team and organizational identification in the success of cause-related sport marketing

Cited by 29 publications

References 40 publications

Roles of sport and cause involvement in determining employees’ beliefs about cause-related sport sponsorship

Roles of sport and cause involvement in determining employees’ beliefs about cause-related sport sponsorship

Safety of Sports Mass Events in the Context of Creating a Marketing Product

Sport promotion and sales management

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