scholarly journals Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

2020 ◽  
Vol 12 (8) ◽  
pp. 3183
Author(s):  
Woo-yeul Baek ◽  
Hyun-seok Song ◽  
Doo-Han Kim ◽  
Kevin K. Byon
Keyword(s):  
Purchase Intention ◽  
Sport Marketing ◽  
Professional Sport ◽  
Moderating Effects ◽  
Sport Fans ◽  
Sport Team ◽  
Cause Related Marketing ◽  
Study Results ◽  
Helping Others ◽  
Baseball Fans

Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans’ embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans’ perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans’ altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans’ perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans’ altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team’s CRM campaign as cause-oriented and show their support for the campaign.

scholarly journals Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team

2020 ◽  
Vol 12 (18) ◽  
pp. 7625
Author(s):  
Sang-soo Kim ◽  
Woo-yeul Baek ◽  
Kevin K. Byon ◽  
Sung-bum Ju
Keyword(s):  
Professional Sport ◽  
Shared Value ◽  
Moderating Effects ◽  
Sport Fans ◽  
Creating Shared Value ◽  
Study Results ◽  
Sport Teams ◽  
The Relationship ◽  
Team Trust ◽  
Program Research

Creating shared value has been a new strategic management paradigm for professional sport teams around the world. However, despite the active participation of professional sport teams in creating a shared value program, research that addresses its effectiveness appears to be very limited. The present study investigates the influence of sport fans’ perceived creating shared value on team trust and fan loyalty and the moderating effects of sport fans’ altruism on the relationship between creating shared value and team trust in the Korean professional volleyball league. A total of 198 Korean volleyball fans participated in the present study. Results revealed that sport fans’ perceived economic and social values had significant impacts on team trust and, in turn, team trust significantly affected fan loyalty. However, the moderating effect of sport fans’ altruism was not found on the relationships between creating shared value and team trust. Consequently, the present study’s findings may provide professional sport teams’ marketers with the rationale as to the effectiveness of launching creating shared value programs.

Sport team-endorsed brands on Facebook

2018 ◽  
Vol 42 (4) ◽  
pp. 438-450 ◽  
Author(s):  
Joe Phua ◽  
Po-Lin Pan ◽  
Kuan-Ju Chen
Keyword(s):  
Social Identity ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Team Identification ◽  
Content Type ◽  
Sport Fans ◽  
Sport Team ◽  
Game Outcome ◽  
Home Game

Purpose Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification. Design/methodology/approach A two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n=338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods. Findings Results revealed a significant main effect for game outcome (win/loss), and a significant interaction effect between game outcome (win/loss) and game location (home/away). Team identification also mediated between game outcome (win/loss) and game location (home/away) to influence brand attitude, but not purchase intention. Originality/value Implications for use of social networking site (SNS)-based brand endorsements as an integral part of brands’ advertising strategies were discussed. Specifically, brands utilizing SNSs to advertise to sport fans should highlight team endorsements, particularly after home game wins, and also target highly identified fans, to maximize positive SNS-based brand evaluations.

Millennial consumers' perception of sportswear brand globalness impacts purchase intention in cause-related product marketing

2017 ◽  
Vol 45 (8) ◽  
pp. 1319-1335 ◽  
Author(s):  
Woo-yeul Baek ◽  
Kevin K. Byon ◽  
Young-hwan Choi ◽  
Choon-woo Park
Keyword(s):  
College Students ◽  
South Korea ◽  
Purchase Intention ◽  
Positive Influence ◽  
Convenience Sample ◽  
Managerial Decisions ◽  
Cause Related Marketing ◽  
Structural Relationships ◽  
Study Results ◽  
The Relationship

Our purpose in this study was to examine the structural relationships among the perceptions of college-aged millennials of brand globalness, brand–cause fit, firm motive, and purchase intention in regard to cause-related marketing (CRM) of a product in the sportswear industry. A convenience sample of college students (N = 382) at two universities in a metropolitan city of South Korea participated in the study. Results showed that the college-aged millennials' perception of brand globalness influenced their perceptions of brand–cause fit and firm motive and, subsequently, their purchase intention of a CRM product. In addition, we found that college-aged millennials' perceived brand–cause fit had a positive influence on both perception of firm motive and purchase intention toward the CRM product, and, that firm motive perception partially mediated the relationship between brand–cause fit perception and purchase intention. Consequently, the findings extend previous studies on CRM effectiveness and provide a useful rationale for making managerial decisions when implementing a CRM campaign in sportswear firms.

Psychological antecedents to customized apparel purchases

2019 ◽  
Vol 23 (1) ◽  
pp. 66-81
Author(s):  
Sukyung Seo ◽  
Chunmin Lang
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Extended Self ◽  
Self Monitoring ◽  
Content Type ◽  
Need For Uniqueness ◽  
Study Results ◽  
Target Consumer

Purpose The purpose of this paper is to determine the influences of consumers’ internal-oriented psychological factors (i.e. self- promotion, need for uniqueness, self-expression and self-monitoring) and external-oriented psychological properties (i.e. social identity and other-directedness) on the perception of customization and the sense of extended-self; further to identify whether the perception of customization and the sense of extended-self lead to purchase intention toward customized apparel products. Design/methodology/approach Data were collected through an online survey among college students in the USA, generating a valid sample size of 338 participants. Factor analysis and Structural Equation Modeling were utilized to test proposed hypotheses. Findings The results indicated that need for uniqueness and self-monitoring were significantly related to consumers’ perception of customization and the sense of extended-self, whereas impacts of self-expression and other-directedness were not significant. Furthermore, the results also confirmed that consumers’ perception of customization and the sense of extended-self were positively associated with purchase intention of customized apparel products. Originality/value This study investigates consumers’ psychological features that influence consumers’ buying intention of customized apparel products, which is the first attempt. The study results are insightful and beneficial for marketers to construct target consumer segmentation under different cultural and social settings.

Sign in / Sign up

Export Citation Format

Share Document