The Role of Team and Organizational Identity in the Success of Sport Cause-Related Marketing Programs (Case Study: Meizo Company)

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Asadpour Mohammadreza; Nikkhah Keyarmash Rouhollah; KHABIRI MOHAMMAD

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Paper Information

Journal: Sport Management Journal Year:2019 | Volume:11 | Issue:1 Page(s): 89-106

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Title

The Role of Team and Organizational Identity in the Success of Sport Cause-Related Marketing Programs (Case Study: Meizo Company)

Author(s)

Asadpour Mohammadreza | Nikkhah Keyarmash Rouhollah | KHABIRI MOHAMMAD | Issue Writer Certificate

Keywords

Consumer attitudeQ1

Meizu CompanyQ1

organizational identityQ1

sport cause-related marketingQ1

sport team identityQ1

Abstract

Due to the universality of sport, it is an appropriate asset to communicate with social activities of the commercial companies through the cause-related marketing. The aim of this study was to investigate the role of team and organization identity in the success of cause-related marketing programs. The research method was descriptive-correlation and applied-developmental in terms of the research goals, which was conducted based on the Structural Equation Modeling (SEM) and the field. The statistical population consisted of the customers of the Meizu Company; 393 questionnaires were distributed among them in two ways: in person and online based on stratified random sampling method. Its reliability was calculated by Cronbach's alpha and composite reliability (CR), the convergent validity was made through Average Variance Extracted (AVE) and divergent validity was obtained through the Fornell and Larcker matrix. The data were analyzed with the SPSS24 and the WarpPLS. The results showed that team identification and organizational identification had a positive and significant effect on the Consumer attitude and Consumer attitude had a positive and significant effect on purchase intention. According to these findings, it is recommended that appropriate with its brand, the Meizu Company should prioritize its cooperation with major and valuable sport teams in implementing cause-related marketing programs.

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APA: Copy

Asadpour, Mohammadreza, Nikkhah Keyarmash, Rouhollah, & KHABIRI, MOHAMMAD. (2019). The Role of Team and Organizational Identity in the Success of Sport Cause-Related Marketing Programs (Case Study: Meizo Company). SPORT MANAGEMENT (HARAKAT), 11(1 ), 89-106. SID. https://sid.ir/paper/159311/en

Vancouver: Copy

Asadpour Mohammadreza, Nikkhah Keyarmash Rouhollah, KHABIRI MOHAMMAD. The Role of Team and Organizational Identity in the Success of Sport Cause-Related Marketing Programs (Case Study: Meizo Company). SPORT MANAGEMENT (HARAKAT)[Internet]. 2019;11(1 ):89-106. Available from: https://sid.ir/paper/159311/en

IEEE: Copy

Mohammadreza Asadpour, Rouhollah Nikkhah Keyarmash, and MOHAMMAD KHABIRI, “The Role of Team and Organizational Identity in the Success of Sport Cause-Related Marketing Programs (Case Study: Meizo Company),” SPORT MANAGEMENT (HARAKAT), vol. 11, no. 1 , pp. 89–106, 2019, [Online]. Available: https://sid.ir/paper/159311/en

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