The objective of this dissertation was to construct a customer-based cause-related
sport marketing (CRSM) model and test the relationships among the proposed
antecedents, consequences, and moderators. Three experimental studies were executed
to achieve the research purpose. Study 1 aimed at examining how customers evaluate
cause-related marketing (CRM) campaigns of team licensed products. A choice
experiment (N=109) indicated that (a) a "social responsible" feature was the second
most important attribute for choosing a baseball cap, (b) a low-fit, but familiar, CRM
program was preferred to a high-fit, but unfamiliar, program, and (c) fan identification
moderated the impact of sport/cause fit on students' choice of team licensed products.
Study 2 investigated the impact of personality and gender on consumer attitudes
toward CRSM programs. A 2 (sport/cause fit) x 2 (motivation) within subject
experiment (N=86) found that (a) both sport/cause fit and motivation engaging in CRSM
significantly affected consumer attitudes toward CRSM, (b) females showed more
positive attitudes toward CRSM programs, and (c) Agreeableness was positively related
to consumer attitudes toward CRSM but Neuroticism was negatively associated. Study 3 centered on the direct and moderating effects of fan identification and
organizational identification on consumer attitudes toward CRSM programs using
intercollegiate sport as a context. A two-group (high vs. low-fit CRSM messages),
between subject, and post-test only experiment (N=309) denoted that (a) respondents
showed more positive attitudes toward high-fit CRSM messages, (b) both fan
identification and organizational identification moderated the effects of sport/cause fit on
attitudes, and (c) positive attitudes increased purchase intentions on the cause-related
products.
To sum up, the three experimental studies support the relationships among
antecedents, consequences, and moderators proposed in the customer-based causerelated
sport marketing model. Theoretical and practical contributions are discussed.
Finally, several limitations and future research directions are also established.
| Identifer | oai:union.ndltd.org:tamu.edu/oai:repository.tamu.edu:1969.1/ETD-TAMU-2009-08-3268 |
| Date | 2009 August 1900 |
| Creators | Lee, Jae Deock |
| Contributors | FERREIRA, MAURICIO, CUNNINGHAM, GEORGE B. |
| Source Sets | Texas A and M University |
| Language | en_US |
| Detected Language | English |
| Type | Book, Thesis, Electronic Dissertation, text |
| Format | application/pdf |
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