The Effect of Cause-Related Marketing on the Perception and Preference of Sports Services, with an Emphasis on the Role of Moral Pleasure and Loyalty of Altruist Type Athletes

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HAMIDI ZADEH A.; Rashid a.a.; SOLTANI NEJAD N.; ESFIDANI M.R.

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Journal Paper

Paper Information

Journal: SPORT MANAGEMENT REVIEW Year:2018 | Volume:10 | Issue:49 Page(s): 159-182

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Information Journal Paper

Title

The Effect of Cause-Related Marketing on the Perception and Preference of Sports Services, with an Emphasis on the Role of Moral Pleasure and Loyalty of Altruist Type Athletes

Author(s)

HAMIDI ZADEH A. | Rashid a.a. | SOLTANI NEJAD N. | ESFIDANI M.R. | Issue Writer Certificate

Keywords

Cause-Related MarketingQ1

Moral PleasureQ1

Brand AttractivenessQ1

IdentificationQ1

Prefer Sports ServicesQ1

Abstract

The present study proposes a proposed model to investigate the effect of Causerelated marketing on affection (Brand Attractiveness and identity) and the preference of sport services: emphasizing the role of Moral Pleasure and loyalty of athletes of the kindred, charity sports complex. The method of this research is applied in terms of purpose and is descriptive based on a descriptive research method. By using the tool of the questionnaire, it has been collected and surveyed using the required data. The data needed to conduct the research using available sampling method from 400 athletes (customers) of charity sports activities complex in Tehran was obtained. Data analysis was performed using correlation analysis and structural equation modeling with Amos 24 software. The results of the study showed that the preference for Cause-Related Marketing services is directly affected by the Moral Pleasure, identity and loyalty of altruists, and because of the attractiveness of the brand, the preference of sports services is affected by Cause-Related Marketing activities.

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APA: Copy

HAMIDI ZADEH, A., Rashid, a.a., SOLTANI NEJAD, N., & ESFIDANI, M.R.. (2018). The Effect of Cause-Related Marketing on the Perception and Preference of Sports Services, with an Emphasis on the Role of Moral Pleasure and Loyalty of Altruist Type Athletes. SPORT MANAGEMENT REVIEW, 10(49 ), 159-182. SID. https://sid.ir/paper/234556/en

Vancouver: Copy

HAMIDI ZADEH A., Rashid a.a., SOLTANI NEJAD N., ESFIDANI M.R.. The Effect of Cause-Related Marketing on the Perception and Preference of Sports Services, with an Emphasis on the Role of Moral Pleasure and Loyalty of Altruist Type Athletes. SPORT MANAGEMENT REVIEW[Internet]. 2018;10(49 ):159-182. Available from: https://sid.ir/paper/234556/en

IEEE: Copy

A. HAMIDI ZADEH, a.a. Rashid, N. SOLTANI NEJAD, and M.R. ESFIDANI, “The Effect of Cause-Related Marketing on the Perception and Preference of Sports Services, with an Emphasis on the Role of Moral Pleasure and Loyalty of Altruist Type Athletes,” SPORT MANAGEMENT REVIEW, vol. 10, no. 49 , pp. 159–182, 2018, [Online]. Available: https://sid.ir/paper/234556/en

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