Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

Baek, Woo-yeul; Song, Hyunseok; Kim, Doohan; Byon, Kevin K.

doi:10.3390/su12083183

Cited by 12 publications

(16 citation statements)

References 40 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In fact, our study has shown that in the context of CRM campaigns, the geographic scope acts as a situational cue for ethnocentric consumers for domestic country bias. In addition, our study extends current literature on CRM effectiveness, e.g., [20][21][22][23][24]43], by suggesting a new significant factor that can affect the success of CRM campaigns, consumers' ethnocentric identity. This identity should be considered in future studies examining the role of geographic scope on CRM effectiveness.…”

Section: Theoretical Contributionssupporting

confidence: 76%

“…Previous researchers have already identified a large number of factors that can make CRM effective, ranging from organizational characteristics, such as the company's origin [37] or the fit between organizational characteristics and the social cause, i.e., the brandcause fit [38][39][40][41] or consumer characteristics such as moral values and emotions [11,[42][43][44], perceived motive of the brand [11], and trust in CRM campaigns [45], as well as the degree of overlap between consumer's characteristics and the cause (i.e., consumer cause identification) [22]. Finally, many researchers have focused on examining various characteristics of the CRM campaign such as the product type involved in the campaign [46,47] or the donation size [48,49].…”

Section: Determinants Of Crm Effectivenessmentioning

confidence: 99%

“…These results may not be free from endogeneity bias. As suggested by previous scholars [43], to address this limitation, future researchers should collect data at multiple points in time. Additionally, despite our efforts to collect a representative sample of UK population using Qualtrics panels, this type of non-probability sampling technique introduces a source of bias to the results (as it is not truly random); hence, our findings may not be generalizable to the UK population.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

See 2 more Smart Citations

Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Boulouta

Manika

2021

Sustainability

View full text Add to dashboard Cite

Amongst the various factors that managers need to consider when designing a CRM campaign is the cause’s geographic scope, i.e., should the CRM campaign benefit local, national, or international communities? Although previous research has examined the importance of geographic scope in the effectiveness of the CRM campaigns, it has largely ignored consumer reactions to CRM campaigns from a local cultural identity perspective, such as ethnocentric identity. This study brings together these two important factors to examine (through the lens of Social Identity Theory) how consumer ethnocentrism affects CRM effectiveness in campaigns varying in geographic scope. We test our hypotheses through an experimental study of 322 British consumers and three different geographic scopes (UK, Greece, and Ethiopia). Our results show that ethnocentric consumers show a positive bias towards products advertised through national CRM campaigns; however, there is a diversity of reactions towards different international geographic scopes, based on the levels of ‘perceived economic threat’. Ethnocentric consumers prefer international CRM campaigns that benefit people located in a country posing a lower vs. a higher economic threat to the domestic economy and the self. Our study contributes to a broader understanding of factors affecting the effectiveness of CRM campaigns and help managers design better CRM campaigns by carefully selecting the geographic scope, after considering a rising consumer segment: the ethnocentric consumer.

show abstract

Section: Theoretical Contributionssupporting

confidence: 76%

Section: Determinants Of Crm Effectivenessmentioning

confidence: 99%

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

See 1 more Smart Citation

Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Boulouta

Manika

2021

Sustainability

View full text Add to dashboard Cite

show abstract

“…e aims of various topics, such as foodstuffs, social security, religious movements, and aspirations, have been discussed in previous studies in relation to many specific products and companies. For the majority, a smart diet and high-quality goods are preferable [5]. In studies related to personal aspirations and social norms, regarding social commitments, consumers displayed one-sided perceptions [6].…”

Section: Background Of the Studymentioning

confidence: 99%

Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food

Xue

Zhang

Rasool

et al. 2021

Journal of Food Quality

View full text Add to dashboard Cite

We highlight the role of fast food awareness and the features affecting the intentions of individuals buying it. The fast food industry is developing rapidly, opening new doors for various stakeholders. The objective of the study is to identify the impact of knowledge of fast food on the desire to buy fast food, study its impact on fast food purchasing intentions, and uncover the effect of fast food attitudes on consumers’ purchasing intentions and intention patterns. Several studies discuss the factors prompting fast food purchases, but convincing findings have not been reported. The previous research did not disclose some significant variables influencing consumers’ fast food-related decisions, namely, knowledge and uniqueness-seeking qualities. The existing studies are centered on connections between facts about fast food and unique consumer traits (independent variables), attitudes toward fast food (mediator), and fast food purchasing expectations (dependent variable). The mediator between attitudes toward fast food and fast food purchasing intentions is family structure. In previous studies, the variables and connections were examined from a different perspective. The study’s data were collected through a questionnaire, and 279 consumers frequenting well-known shops in Pakistan were sampled. To provide statistical evidence, exploratory factor analysis, confirmatory factor analysis, and multigroup moderations were performed. Knowledge of fast food and uniqueness-seeking characteristics were relevant both directly and through mediation when predicting fast food purchasing intentions. The hypothesized direction between attitudes toward fast food and fast food purchases was also significantly moderated by family structure. This study is the first of its kind and helps identify the fast food purchasing behaviors of consumers in developing countries. The shift from joint family systems to a nuclear family model is a particularly important change in the social experience of food.

show abstract

“…Meanwhile, Brønn and Vrioni (2001) added to these definitions by proposing that CRM is a communication tactic that can build brand reputation and increase customer loyalty. This premise is supported by Baek et al (2020), McCullough and Trail (2022), and A. C. T. Smith and Skinner (2022) proposed that CRM influenced the sport fans' perceptions of the sport organization. Schyvinck et al (2021b) identified two types of networks that are created through CRM relationships namely, "integrative" CRM networks, and "altruistic" CRM networks.…”

Section: Understanding Sport Marketingmentioning

confidence: 85%

An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry

2022

View full text Add to dashboard Cite

There is a dearth of sport marketing research investigating the strategic potential of socially responsible sport marketing practices for organizations in the sport management industry. Despite the more recent focus on this the emergent topic within marketing literature, there is a lack of application of cause-related marketing (CRM) and social marketing (SM) strategies in the sport marketing context. Furthermore, these strategies are often confused with corporate social responsibility (CSR). The main purpose of this study was therefore to investigate the adoption of CRM and SM marketing strategies by professional sport organizations (PSOs) in South Africa. An interpretivist philosophy and qualitative approach was adopted for the study, which centered on in-depth interviews conducted with key individuals from six South African PSOs. The findings revealed encouraging evidence of South African PSOs engagement in CRM and SM activities. However, it also revealed that the strategic potential of these elements were not leveraged, mainly due to a lack of understanding of these concepts. The differences and similarities between CRM and SM are identified, according to practitioner understandings. The study contributes to sport marketing literature and practice by proposing a conceptual framework to guide the effective planning and execution of strategic CRM and SM campaigns by PSOs. This framework can assist PSOs to engage in social responsible marketing approaches to improve their marketing performance while maintaining socially responsible business practices.

show abstract

Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

Cited by 12 publications

References 40 publications

Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Purchasing Intentions toward Fast Food: The Mediating Role of Consumer Attitudes toward Fast Food

An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry

Contact Info

Product

Resources

About