You’re getting warmer: examining a “warmth effect” as antecedent to cause-related purchase intentions for sport-themed CRM
ISSN: 0736-3761
Article publication date: 15 July 2022
Issue publication date: 25 July 2022
Abstract
Purpose
The purpose of this paper is to examine how exposure to a cause-related marketing (CRM) initiative involving sport teams affects attitude formation for the team and its amplification of purchase intention for team-branded merchandise. Specifically, this paper assessed the role of distinct measures (warmth, brand attitude, admiration and success) on purchase intention.
Design/methodology/approach
The hypothesized model was tested using a 2 (promotion: CRM vs non-CRM) × 2 (team: successful vs unsuccessful) between-subjects design. Following MANCOVA analysis, the moderating effect of success was explored within the sequential moderated mediation model where perceived warmth and brand attitude explicated the effect of CRM exposure on purchase intention.
Findings
The results of this paper suggest that a “Warmth Effect” played a prominent role in shaping consumer perception for sports teams when partnered with a non-profit brand in a CRM appeal. Perceived team success was revealed as moderator, while warmth, brand attitude served as serial mediators on purchase intention.
Research limitations/implications
This paper provides evidence-based insights to sport marketers to leverage CRM strategy in strengthening brand-related outcomes. Sport marketers may find the CRM strategy useful for engaging “casual” fans. Further analysis is needed to determine the generalizability of this consumer response to CRM in other product domains.
Practical implications
Practical implications include leveraging CRM strategy to strengthen brand-related outcomes (i.e. perceived warmth, brand attitude and purchase intention), while also being mindful of the timing of CRM initiatives to optimize engagement. Sport marketers may find the CRM strategy useful for engaging “casual” fans.
Originality/value
This paper lends clarity to brand attitude formation in the context of CRM. The findings of this paper demonstrate the influence of perceived warmth, brand attitude and success on purchase intention.
Keywords
Acknowledgements
The authors confirm that there are no competing interests, acknowledgments, or funding to declare.
Citation
Christian, R.G., Sarofim, S.N., Gordon, B.S. and Bobkowski, P.S. (2022), "You’re getting warmer: examining a “warmth effect” as antecedent to cause-related purchase intentions for sport-themed CRM", Journal of Consumer Marketing, Vol. 39 No. 5, pp. 550-562. https://doi.org/10.1108/JCM-11-2020-4234
Publisher
:Emerald Publishing Limited
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