The Relation of Professional Baseball`s Cause-related Marketing, Team Identification, Corporate Identification and Corporate Image

2011 ◽  
Vol 43 ◽  
pp. 287-300
Author(s):  
Hong Rak Song
Keyword(s):  
Corporate Image ◽  
Team Identification ◽  
Professional Baseball ◽  
Cause Related Marketing ◽  
Marketing Team

scholarly journals To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing

2011 ◽  
Vol 109 (3) ◽  
pp. 259-274 ◽  
Author(s):  
Joëlle Vanhamme ◽  
Adam Lindgreen ◽  
Jon Reast ◽  
Nathalie van Popering
Keyword(s):  
Corporate Image ◽  
Cause Related Marketing

Impacts of a Thai cause‐related marketing program on corporate image

2008 ◽  
Vol 3 (4) ◽  
pp. 348-363 ◽  
Author(s):  
Apisit Chattananon ◽  
Meredith Lawley ◽  
Numchai Supparerkchaisakul ◽  
Lackana Leelayouthayothin
Keyword(s):  
Corporate Image ◽  
Marketing Program ◽  
Cause Related Marketing

scholarly journals Team Social Responsibility Embedded in Correlates of Universalism Values, Sport Involvement, and Team Identification for Sustainable Management in Sporting Settings

2019 ◽  
Vol 11 (19) ◽  
pp. 5416
Author(s):  
Li-Shiue Gau ◽  
Jui-Chuan Huang ◽  
Meng-I Chen ◽  
Michael Naylor
Keyword(s):  
Social Responsibility ◽  
Conceptual Model ◽  
Sustainable Management ◽  
Value Orientation ◽  
Team Identification ◽  
Professional Baseball ◽  
Spectator Sport

This study investigated the fans’ knowledge of team social responsibility (TSR) as well as the motivation and intentions associated with TSR. Other correlates included in the conceptual model are the fans’ value orientation of universalism, sport involvement, and team identification. A questionnaire was administered at three Chinese Professional Baseball League (CPBL) games in Taiwan (n = 520). It was found that perceptions of team social responsibility were linked to TSR-induced motivation to watch baseball. Universalism values, spectator sport involvement with CPBL, and team identification were found to be positively related to TSR knowledge, TSR-linked motivation, and TSR-linked intentions. The results provide useful insights that professional baseball teams can use to pursue a goal of sustainability and to ensure a uniquely engaged fan base.

Sport Tourists’ Team Identification and Revisit Intention: Looking at the Relationship through a Nostalgic Lens

2020 ◽  
Vol 44 (6) ◽  
pp. 1002-1025 ◽  
Author(s):  
Heetae Cho ◽  
Dongoh Joo ◽  
Kyle Maurice Woosnam
Keyword(s):  
Structural Equation ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Team Identification ◽  
Professional Baseball ◽  
Sport Tourism ◽  
Revisit Intention ◽  
Research Goal ◽  
The Relationship ◽  
Positive Effect

This study explored the relationships among sport tourists’ team identification, sport nostalgia, and revisit intention. In addressing the research goal, survey data were collected from 487 sport tourists to professional baseball games in South Korea, which were then analyzed using structural equation modeling. Results revealed that team identification positively affected sport nostalgia, and sport nostalgia had a positive effect on revisit intention. Further analysis showed team identification had an indirect influence on revisit intention, suggesting full mediation by sport nostalgia. This study provides greater insights into how sport tourists’ team identification contributes to sport nostalgia and how the two constructs collectively influence revisit intention. The findings can be used in developing more effective marketing strategies in sport tourism.

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