Cause-related sport marketing: Can this marketing strategy affect company decision-makers?
Richard L Irwin
Health Sport Sciences, University of Memphis, Memphis TN, United States of America
John Clark
Sport Management, Robert Morris University, Moon Township PA, United States of America
Tony Lachowetz
Department of Sport Management, University of Massachusetts Amherst, Amherst MA, United States of America
PP: 550 - 556
Abstract
In an effort to sustain social responsibility initiatives, cause related marketing (CRM) has become more prevalent in the corporate marketing toolbox, due to the benefits realized by the sponsoring company, such as switching behavior by a desired consumer segment. The utilization of cause related sport marketing (CRSM) has also increased, as corporate entities position firms with high profile sport entities to obtain certain objectives.
Little research has examined the impact of such programs on key business stakeholders, which this survey study attempts to address. Analysis of Variance results indicate respondents possessed positive opinions about the corporation's CRSM efforts, with significant differences existing between respondents with direct decision-making authority and those with limited or no decision-making authority on key items. Additionally, respondents expressed a more positive opinion toward continuing their business relationship with the corporation, or, for those respondents who were prospective clients, beginning a business relationship with the corporation.
Keywords
sport marketing; marketing strategy; social responsibility; cause related marketing (CRM); corporate marketing; business stakeholders; CRM impact
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