Cause-related sport marketing: an organizing framework and knowledge development opportunities

Yuksel, Mujde; McDonald, Mark A.; Joo, Soyoung

doi:10.1080/16184742.2015.1119172

Cited by 16 publications

(16 citation statements)

References 94 publications

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“…(Chang & Cheng, 2015) The cause related sport marketing is identified as promising research ground in CrM literature and impact of psychographic and demographic factors in the context of cause related sport marketing. (Yuksel, McDonald, & Joo, 2016) There is need to indentify antecedents for cause-related sport sponsorship and research should focus on internal marketing to enhance the perception of employees of sponsor organizations. (Inoue, Havard, & Irwin, 2016) The incorporation of more psychological constructs like mood, self-esteem in new area of CrM participation in hospitality industry at presence and absence of self-service devices.…”

Section: Future Research Directionsmentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988. Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.

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Section: Future Research Directionsmentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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“…Corporate Social Responsibility (CSR) research and practice have demonstrated an increased focus on environmental welfare, employee management, and community engagement, as well as on the reporting thereof, over the last two decades (Babiak & Thibault, 2009;Babiak & Trendafilova, 2011;Kihl et al, 2014). CRM is a less voluntary, more focused and market-oriented form of CSR in which both organizational and societal outcomes are expected from a mutually beneficial partnership between an organization and a good cause or social partner (Galan-Ladero et al, 2013;Schyvinck & Willem, 2018;Yuksel et al, 2016).…”

Section: Cause-related Marketing In Sportmentioning

confidence: 99%

“…Third, challenges related to capacity amplify the development of inter-organizational collaborations (Yuksel et al, 2016). Relationships among organizations delivering CRM in sport can provide access to a broad range of tangible assets such as, logistics, equipment, funding and technology.…”

Section: Cause-related Marketing In Sportmentioning

confidence: 99%

A network perspective on cause-related marketing collaborations in professional sport

Schyvinck

Naraine

Constandt

et al. 2021

Sport Management Review

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Although professional sport teams increasingly engage in causerelated marketing (CRM), implementation often remains ad-hoc and superficial. CRM managers fall short of establishing the needed interorganizational collaborations to attain mutually beneficial outcomes for the organization and society at large. Little is known about the structures and underlying mechanisms behind these CRM collaborations. Network theory and the associated social network analysis was utilized to unravel and compare network structures and governance of two Belgian professional soccer teams with different CRM strategies (i.e., altruistic and integrative). Findings showed a smaller, more fragmented, and centralized network in the altruistic compared to the integrative CRM type. The community department dominated the flow in the altruistic network (i.e., lead organization-governed), while coordination was shared amongst stakeholders in the integrative network (i.e., shared participant-governed). Findings also indicated that both networks could be optimized to better resonate with the CRM strategy envisioned. This study goes beyond a dyadic view on partnerships and contributes to the CRM literature by revealing stakeholder structures surrounding the focal organization. Practically, it helps managers to develop, manage, and sustain partnerships that are supportive of their respective CRM strategies, resulting in more effective CRM approaches and lasting economic and societal impact.

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“…Most sport studies on ethical aspects have focused on how social corporate responsibility (e.g., Walker & Kent, 2010) and cause-related sport marketing (e.g., Yuksel, McDonald, & Joo, 2016) might have some influences on consumption habits. An exception in the sport marketing literature is the study of Kim and Heere (2012), who investigated Indian and Chinese consumers' intentions to consume Western sporting goods brands.…”

Section: Political Consumerismmentioning

confidence: 99%

Host Country Brand Image and Political Consumerism: The Case of Russia 2018 FIFA World Cup

Rocha¹,

Wyse²

2020

smq

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Th e aim of this study was to investigate whether 2018 FIFA World Cup (FWC) consumers would engage in political consumerism to reduce a perceived dissonance between host country (Russia) brand image and FWC brand attributes. Literature has associated Russia-hosted sport mega-events (SME) with violations of human rights. Drawing on cognitive dissonance theory, we investigate UK consumers (n = 417) on their perceptions about Russia's brand image (cognitive and aff ective attributes) and FWC brand attributes before and aft er the event. Online questionnaires were used to collect data, which were analyzed via covariance-based structural equation modeling. Findings showed that intentions did not diff er from behaviors of political consumerism toward 2018 FWC products. Lower evaluations of aff ective host image attributes led to more political consumerism. Higher perceptions of the FWC attributes led to less political consumerism. Results inform FIFA (and possibly other SME owners) on how poor human rights practices (aff ective attributes) may aff ect the consumption of their products. Results also inform hosts about ineff ectiveness of associating themselves with brands like FWC without showing concerns about human rights.

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Cause-related sport marketing: an organizing framework and knowledge development opportunities

Cited by 16 publications

References 94 publications

A Journey of Cause Related Marketing from 1988 to 2016

A Journey of Cause Related Marketing from 1988 to 2016

A network perspective on cause-related marketing collaborations in professional sport

Host Country Brand Image and Political Consumerism: The Case of Russia 2018 FIFA World Cup

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