Factors affecting cause-related marketing (CRM) in sports producers

Subject Areas :

Aidin Hajibaklo ¹ (Department of Sport Managment, Islamic Azad University, Ayatollah Amoli branch, Amol, Iran)
Seyed Emad Hosseini ² (Department of Sport Management and Media, Shahid Beheshti University, Tehran, Iran)
Jamshid Sayarnejad ³ (Department of Sport Managment, Islamic Azad University, Ghaemshahr, Iran)

Received: 2023-01-22 Accepted : 2023-06-11 Published : 2023-04-21

Keywords: Altruism, Social Responsibility, Market Conditions, charitable marketing,

Abstract :

This research was formed with the aim of investigating the factors affecting charitable marketing in sports products. Based on this, this research was done using a descriptive-analytical method. The statistical population was 450 sports producers. Research samples based on Cochran's formula calculations consisted of 250 people who were selected in a stratified and random manner. The data collection tool was a researcher-made questionnaire.The validity of the questionnaire was confirmed by the formal method and its reliability was confirmed by Cronbach's alpha test at the rate of 0.901. Data were evaluated with spss and pls software. The results of this research showed that social factors, environmental factors, cultural-ethical factors and management factors have a positive and significant effect on charitable marketing.The most important management factor of charitable marketing in sports productions is the responsibility factor.The most important social factor is social responsibility.The most important environmental factor is market conditions and the most important cultural factor is altruism. In general, charity marketing is a good idea for sports products and can be used as a popular strategy to promote sales or improve brand image.