Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase

Park, Sangchul; Ahn, Sungsook; Kim, Sanghoon

doi:10.1016/j.jretconser.2023.103683

Journal of Retailing and Consumer Services

2024

DOI: 10.1016/j.jretconser.2023.103683

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Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase

Sangchul Park,

Sungsook Ahn,

Sanghoon Kim

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Cited by 4 publications

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Join us for a greener future: Understanding the role of message framing in CER communication

Cai,

Zheng,

Zhang

et al. 2024

Journal of Retailing and Consumer Services

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Join us for a greener future: Understanding the role of message framing in CER communication

Cai,

Zheng,

Zhang

et al. 2024

Journal of Retailing and Consumer Services

View full text Add to dashboard Cite

Social order or social justice? The relationship of political ideology with consumer preferences for Corporate Social Responsibility

Tiganis,

Chrysochou,

Mitkidis

et al. 2025

Journal of Retailing and Consumer Services

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A practice of reciprocity: how dose cause-related sport marketing stimulate consumers’ purchase intentions?

Wu,

Kim,

Zhang

et al. 2024

APJML

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PurposeGrounded in social cognitive theory, social exchange theory and “cognition-emotion-behavior intention” analysis framework, a theoretical model of cause-related sport marketing (CRSM) affecting consumers’ purchase intentions was constructed through a case study. This model was then empirically validated to confirm CRSM's impact on consumers' purchase intentions.Design/methodology/approachThis study embraces a mixed-methods approach that combines both qualitative and quantitative research methodologies to investigate the mechanisms through which CRSM influences consumers' purchase intentions.FindingsThe results indicate that: (1) consumers’ perception of CRSM has no direct impact on purchase intentions; (2) consumers’ perception of CRSM directly affects gratitude; (3) consumer gratitude acts as a complete mediator between perceived CRSM and purchase intentions.Originality/valueThese findings shed light on the role of gratitude in CRSM and offer practical guidance for sports enterprises in improving their philanthropic marketing strategies.

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Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase

Cited by 4 publications

References 58 publications

Join us for a greener future: Understanding the role of message framing in CER communication

Join us for a greener future: Understanding the role of message framing in CER communication

Social order or social justice? The relationship of political ideology with consumer preferences for Corporate Social Responsibility

A practice of reciprocity: how dose cause-related sport marketing stimulate consumers’ purchase intentions?

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