Research in Sports Management and Movement Behavior

Cause-related Sport Marketing: Clarifying the Role of Sport Fans' Attitude

Authors

Sepideh Masomi 1
Maisam Shirkhodaie 1
Reza Ahmadi 2

1 Mazandaran University

2 Payam Nour University

https://doi.org/10.29252/JRSM.10.19.72
Abstract
Focus of cause-related marketing efforts in the sports industry is related to the intangible nature of sport Business and the high degree of fans' willingness to charity programs. The purpose of this study is to investigate the role of sport fans' attitude in cause-related sport marketing. Survey of this study was the members of the Supporters' Association of Persepolis's and Esteghlal's clubs. And the questioner is sent them through Social Networks. In this study, simple random sampling was used and since the Statistical Society in this study was unlimited, Cochran formula was used to estimate the sample size. To analyze the data, structural equation method with Partial Least Squares (PLS) approach is used. Based on the results, both fans attitude toward cause-related sport marketing and fans attitude toward sport team has a positive and significant effect on purchase intention of sport product and re-attention intention. According to the finding, when fans have a positive attitude toward the team and sport charity program, cause/brand fit lead to purchase intention and re-attention intention.

Keywords

Cause-related sport marketing
Attitude toward cause-related Sport marketing
Cause/brand fit
Purchase intention of sport product
re-attendance intention
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