A role of team and organizational identification in the success of cause-related sport marketing

As sport marketers are increasingly engaging in cause-related sport marketing (CRSM) programs, there is a growing interest in understanding what CRSM characteristics and circumstances can lead to success. This study extends prior research by examining the direct and moderating impacts of team identification and cause organizational identification on consumer attitudes toward cause related sport marketing (CRSM) programs using intercollegiate sport contexts in the United States. A two groups (high vs. low-fit CRSM messages), between subject, and post-test only experiment (N = 309) denoted that respondents showed more positive attitudes toward high-fit CRSM messages and both team identification and cause organizational identification had different moderating effects of sport/cause fit on attitudes. Fit between a sport team and a cause had a greater impact on attitudes when consumer affinity toward the sport team was more positive. However, fit had little or no impact when consumer affinity toward the cause was positive, but it played a significant and positive role when consumers showed low affinity toward the cause. (C) 2012 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved.