To read the full version of this content please select one of the options below:

A Framework for Understanding Cause-Related Sport Marketing Programs

Tony Lachowetz (Recreation and Sport Management, Georgia Southern University, Statesboro, GA 30460, USA)
James Gladden (Sport Management Program, University of Massachusetts, Amherst, MA 01003, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2003

Abstract

To date, cause-related sport marketing (CRSM) has not received much academic attention. However, it is particularly relevant given recent estimates on the amounts that will be spent on cause-related efforts in 2002. Therefore, the purpose of this article is to set forth a framework for managing cause-related sport marketing programs. The framework is derived using both past research on causerelated marketing and branding theory. It theorizes the necessary conditions that must be present if the CRSM program is to result in the intended outcomes of 1) enhanced brand image, 2) enhanced brand loyalty and 3) consumer brand switching.

Keywords

Citation

Lachowetz, T. and Gladden, J. (2003), "A Framework for Understanding Cause-Related Sport Marketing Programs", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 4, pp. 27-47. https://doi.org/10.1108/IJSMS-04-04-2003-B004

Publisher

:

Emerald Group Publishing Limited

Copyright © 2002 by Winthrop Publications Limited