Cause-related marketing in sports: the power of altruism
基于归因理论、意义转移理论和社会认同理论，研究了体育善因营销中感知利他主义对消费者态度的影响，发现低团队认同的消费者受利他主义影响更大，且这一效应通过消费者对营销活动的态度中介。
Research question: Based on attribution theory, meaning transfer theory, and social identity/team identification theory, the present study aims to investigate how the effectiveness of perceived altruism on consumer responses varies depending on the team identification conditions in a cause-related marketing (CRM) campaign.Research methods: A total of 124 subjects participated in an experiment created by 2 levels of CRM: altruism and team identification.Results and findings: The study results indicate that perceived CRM altruism has a greater impact on consumers’ change in attitude toward the team among low identifiers than high identifiers. Further analyses show this moderating effect is mediated by consumers’ attitudes toward the campaign.Implications: The research findings imply that CRM campaign strategies should be carefully established depending on sports consumers’ team identification. These convey important theoretical and managerial implications and further add depth to our knowledge in general to the CRM literature, and in particular, to the CRM literature in sports and team identification.