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Cause-related sport marketing: Can this marketing strategy affect company decision-makers?

Author

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  • Irwin, Richard L
  • Lachowetz, Tony
  • Clark, John

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.

Suggested Citation

  • Irwin, Richard L & Lachowetz, Tony & Clark, John, 2010. "Cause-related sport marketing: Can this marketing strategy affect company decision-makers?," Journal of Management & Organization, Cambridge University Press, vol. 16(4), pages 550-556, September.
    • Handle: RePEc:cup:jomorg:v:16:y:2010:i:04:p:550-556_00
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    Cited by:

    1. Barkha Agrawal & Neha Sahu, 2020. "Cause-related Marketing: A Trade-off between Marketers and Consumers," Shanlax International Journal of Management, Shanlax Journals, vol. 8(2), pages 7-12, October.
    2. Junying Li & Jirawan Deeprasert & Rita Yi Man Li & Wei Lu, 2022. "The Influence of Chinese Professional Basketball Organizations’ (CPBOs’) Corporate Social Responsibility (CSR) Efforts on Their Clubs’ Sustainable Development," Sustainability, MDPI, vol. 14(19), pages 1-21, September.
    3. Flöter, Thomas & Benkenstein, Martin & Uhrich, Sebastian, 2016. "Communicating CSR-linked sponsorship: Examining the influence of three different types of message sources," Sport Management Review, Elsevier, vol. 19(2), pages 146-156.
    4. Hills, Stephen & Walker, Matthew & Barry, Adam E., 2019. "Sport as a vehicle for health promotion: A shared value example of corporate social responsibility," Sport Management Review, Elsevier, vol. 22(1), pages 126-141.
    5. Schyvinck, Cleo & Willem, Annick, 2018. "A typology of cause-related marketing approaches in European professional basketball," Sport Management Review, Elsevier, vol. 21(4), pages 347-362.

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