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Global Sport Business Journal

Global Sport Business Journal

Abstract

Corporate social responsibility (CSR) is ubiquitous within the sport industry and a common business strategy to enhance brand image. This research focused on corporate social marketing (CSM) and how consumers processed and responded to Nike’s social injustice campaign featuring Colin Kaepernick. A thematic analysis of New York Times readers’ comments was conducted and comments were placed into predetermined categories. Together, attribution theory and the Inoue and Kent (2014) CSM framework were used to create five code categories: (1) corporate attributes, (2) corporate reputation, (3) CSM attributes, (4) cause attributes, (5) consumer behavior. Results demonstrated the campaign had an overall positive influence, particularly with consumer purchase intention. Additionally, the results showed a lesser emphasis on corporate attributions and corporate reputation when consumers process CSM campaigns.

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