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Articles 61 - 61 of 61
Full-Text Articles in Sports Studies
Examining Sport Advertisements: The Effect Of Cause-Related Marketing (Crm) Messages And Endorsements, Antonio S. Williams, Dae Yeon Kim, Alexandria Pantaleoni
Examining Sport Advertisements: The Effect Of Cause-Related Marketing (Crm) Messages And Endorsements, Antonio S. Williams, Dae Yeon Kim, Alexandria Pantaleoni
Global Sport Business Journal
The present study examined consumer responses to the use of cause-related marketing (CRM) and endorsers (high or low fit with a cause) as given cues in sport (i.e., fitness club advertisements). By conducting an experiment using fictitious advertisements, the study found that both CRM and endorser-cause fit (ECF) have a positive impact on consumers’ attitude towards advertisement (Aad), brand (Abr), and purchase intention (PI).