Cause‐related marketing (CRM) is almost ubiquitous as brands of all price points participate
in this marketing strategy in the United States and internationally, as well. The value that …

Sports, and the fans that follow them, are everywhere. Sport Fans: The Psychology and
Social Impact of Fandom examines the affective, behavioral, and cognitive reactions of fans …

E-sports games can drive the sports industry forward and sponsorship is the best way to
engage consumers of this new sport. The purpose of this study is to examine the effect of …

Drawing on Aaker's brand equity model and Keller's brand engagement concept and
building on the sponsorship between a professional basketball club and a software …

Scholars have studied sport team identification for decades, advancing our understanding of
the influence of a psychological connection to a sport team on attitudinal and behavioral …

This study investigates the effects of team identification on consumer purchase intention in
sports influencer marketing in South Korea. Specifically, it examines the mediation effect of …

This article explores how cause-related marketing influences consumer response in an
online environment, by analyzing the relationships between consumers' perceptions of …

Cause-related Marketing (CRM) strategies have been widely implemented by numerous
brands in their communication with customers through advertisements. This research …

Purpose–The purpose of this paper is to empirically verify the conventional cause‐and‐
effect relationship of fan identification and purchase intention in the context of Asian fans …

Group identities do not remain stable over time and team identity is no exception. As
researchers have acknowledged team identity formation and maintenance as ongoing …