Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Cause sponsorship is one of the most frequently used cause-related marketing (CRM) strategies for extending brand image, often through strategic alliances with nonprofit organizations. Whilst airlines' corporate social responsibility (CSR) initiatives have received focused attention in the sustainable tourism literature, the effective development of cause sponsorship has not been understood. In particular, an understanding of airlines' cause sponsorship of non-sports related charitable causes and their influence on perceived congruence between the airline and its associated causes are limited. In order to address this gap, the study delves into the intersection of entrepreneurial marketing and sponsorship of environmental and/or social causes. It investigates the structural relationship between entrepreneurial marketing, congruence, favorability toward the airline, and purchase intention by analyzing a sample of 443 travelers on US-based full-service airlines using Structural Equation Modeling (SEM). The study demonstrates the positive effects of value creation and risk management on congruence, which in turn has a positive influence on travelers' favorability toward the airline. Further, it confirms that favorability toward the airline predicts purchase intention. This study highlights that entrepreneurial marketing efforts to create customer value, and effective management of the associated risks, are indispensable to successful conveyance of congruent airline sponsorship programs.