A role of team and organizational identification in the success of cause-related sport marketing(case study: meizo company)

Asadpour, Mohammadreza; Nikkhah Keyarmash, Rohollah; Khabiri, Mohammad

doi:10.22059/jsm.2019.231530.1827

Document Type : Research Paper

Authors

¹ MSc. Business Management

² MSc. Human Resources Management

https://doi.org/10.22059/jsm.2019.231530.1827

Abstract

In order that the universality of sport, it is an appropriate field for the Communicate with Social activities of the commercial companies through the cause-related marketing. The purpose of this research is investigating on the role of team and Organization Identity in cause-related sport marketing success. The research method is a descriptive- analytical and in terms of the research target, it is functional-developmental which has been implemented based on the Structural Equation Modeling (SEM) and the field operations. The statistical population of the research consists of the customers of the "Meizu" Company; Based on stratified random sampling, 393 questionnaires were collected in two ways:it is in person and online methods. For collecting primary data, a questionnaire was used; which was made by the researcher. Its reliability by Cronbach's alpha and Composite Reliability, the validity was made through Average Variance Extracted and Divergent validity was obtained Through the Fornell and Larker matrix. The data analysis was done with the SPSS24 and the warppls. The result showed that team identification and organizational identification have a positive effect on the consumer attitude and consumer attitude has a positive effect on purchase intention. According to the findings, it is recommended that the that the Meizu company, Fits with its brand, Place Priority cooperation in cause marketing programs implementation with the Large and veteran sports teams.

Keywords

References

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Sport Management Journal

A role of team and organizational identification in the success of cause-related sport marketing(case study: meizo company)

References

References

Volume 11, Issue 1
April 2019
Pages 89-106

A role of team and organizational identification in the success of cause-related sport marketing(case study: meizo company)

References

References

Volume 11, Issue 1April 2019Pages 89-106

Volume 11, Issue 1
April 2019
Pages 89-106