Global Sport Business Journal

Abstract
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).
Recommended Citation
Williams, Antonio S.; Kim, Dae Yeon; and Pantaleoni, Alexandria
(2014)
"Examining Sport Advertisements: The Effect of Cause-Related Marketing (CRM) Messages and Endorsements,"
Global Sport Business Journal: Vol. 2:
Iss.
1, Article 3.
Available at:
https://scholarworks.sfasu.edu/gsbj/vol2/iss1/3
Included in
Entrepreneurial and Small Business Operations Commons, Sports Management Commons, Sports Studies Commons
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