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

Abstract

ABSTRACTResearch questions: How should cause-related sport marketing (CRSM) campaigns be conceptualized? How can they be made more effective? How can their performance be measured? In what ways are they different from general cause-related marketing (CRM) campaigns?Research methods: This paper provides a conceptual contribution through the introduction of an organizing framework to explore CRSM.Results and findings: This paper develops an organizing framework of CRSM, identifying and addressing gaps in the sport literature. Utilizing this framework, the paper introduces several propositions centered on the mediating effects of campaign-related consumer perceptions (i.e. perceived fit, perceived motivation, and hedonic and utilitarian values) that serve to highlight the unique nature of sport as a cause marketing context. Specifically, we propose that the higher levels of identification with sport brands and higher levels of participative involvement in sport as well as the hedonic (versus utilitarian) nature of sport and success and failure in sport competition will moderate the impact of several campaign variables such as that of congruency among CRSM partners on perceived fit.Implications: This paper proposes a research agenda for a more comprehensive exploration of CRSM as well as managerial implications on factors that should be considered when planning CRSM campaigns.