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Cause-Related Marketing and the U.S. Sports Industry
Language: English This thesis is written in English
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Author
Ludovica Antonini, Università della Svizzera italiana, 2014-15
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Academic area
Social and Political Sciences
Abstract
Several studies have focused on Social Corporate Responsibility (SCR), yet few have focused on Cause-Related Sports Marketing (CRSM). However, over the last decades, the use of CRM in the American sports industry appears to be increasing in popularity. CRM strategies are, indeed, a potential strategic marketing and management tool, which connects sports organizations, or professional sports clubs, with consumers. When professional sports clubs as well as sports corporations are socially involved in the local business market, these CRM programs are more likely going to have a significant impact on the consumers' perception towards those companies’ social activities. This is due to the fact that sports organizations, but especially professional sports clubs, possess unique elements in comparison to business organizations. Therefore, the purpose of this study is to provide an enriched picture of the consumers’ behavior and awareness towards CRSM programs. A qualitative analysis of sixteen different partnerships engaged in CRSM activities was conducted in order to have a better understanding of the impact of these CRSM programs throughout America. Also, utilizing CRM campaigns in the sports arena may engender a certain degree of risk, which might ultimately ruin or affect the final outcome of the CRM initiative. Risks and limitations were also taken into account throughout this analysis.