No need for a mulligan, this is a gimme: How to increase perceptions of charitability and altruism for a golf technology brand

Organizations within sports try to achieve positive brand characteristics in the marketplace. Some desirable traits brands include charitability and altruism. Across two studies with golfers recruited on Prolific, we find how brands can achieve these positive perceptions. We find understanding the company’s business leads to higher charitability perceptions by consumers which is mediated by uniqueness of object and trust in technological interface. Additionally, we find an aspect of consumer self-confidence (social outcomes) and narcissism moderate the relationship of cause-related marketing (CRM) and perceptions of charitability and altruism. We observe consumers with lower levels of social outcomes and narcissism view brands as significantly more charitable and altruistic when exposed to a CRM advertisement for the brand than a non-CRM advertisement. No significant difference was observed in perceptions of charitability and altruism for the brand across the CRM and non-CRM advertisements for consumers possessing higher levels of social outcomes and narcissism. These insights are beneficial to new golf technology brands in understanding how to create desired brand perceptions of charitability and altruism with consumers. Using CRM strategies can be more effective in targeting specific consumers. As a result, this gives golf marketing managers more confidence in reaching their desired brand perception outcomes.