Cause-related sport marketing: an organizing framework and knowledge development opportunities
本文提出了公益关联体育营销的概念框架，探讨如何提升其效果与衡量绩效，并比较其与一般公益营销的差异，对体育营销从业者和研究者有参考价值。
Research 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?