A practice of reciprocity: how dose cause-related sport marketing stimulate consumers’ purchase intentions?

Abstract

Purpose

Grounded in social cognitive theory, social exchange theory and “cognition-emotion-behavior intention” analysis framework, a theoretical model of cause-related sport marketing (CRSM) affecting consumers’ purchase intentions was constructed through a case study. This model was then empirically validated to confirm CRSM's impact on consumers' purchase intentions.

Design/methodology/approach

This study embraces a mixed-methods approach that combines both qualitative and quantitative research methodologies to investigate the mechanisms through which CRSM influences consumers' purchase intentions.

Findings

The results indicate that: (1) consumers’ perception of CRSM has no direct impact on purchase intentions; (2) consumers’ perception of CRSM directly affects gratitude; (3) consumer gratitude acts as a complete mediator between perceived CRSM and purchase intentions.

Originality/value

These findings shed light on the role of gratitude in CRSM and offer practical guidance for sports enterprises in improving their philanthropic marketing strategies.

Citation

Wu, Y., Kim, E., Zhang, J.J., Li, F. and Duan, H. (2024), "A practice of reciprocity: how dose cause-related sport marketing stimulate consumers’ purchase intentions?", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-06-2024-0818