Nichols, Bridget Satinover; Cobbs, Joe; Tyler, B. David - 2019
Purpose - This paper examines how reference to a rival or favorite sports team within cause-related sports marketing … featuring a specific team in league-wide activations of cause-related marketing. Design/methodology/approach - The research … comprises three experiments. Study 1 employs CRSM advertising to test fans’ responses when rival or hometown team imagery is …