Antecedents of Brand Authenticity in Cause-Related Sport Marketing Campaigns

Abstract

Cause-related sport marketing (CRSM) has been a popular managerial technique over the last two decades. There is a common perception that for CRSM to be effective, consumers must perceive the sponsoring brand to be authentic in its actions. Minimal empirical research has analyzed the antecedent factors that lead consumers to perceive a brand as authentic in CRSM. Using multiple linear regression, six antecedent factors’ impact on brand authenticity were tested. Perceptions of the brand’s motives and brand transparency were found to have a statistically significant impact on brand authenticity.

Keywords:

• cause-related sport marketing Keyword: cause-related sport marketing
• brand authenticity Keyword: brand authenticity
• team identification Keyword: team identification
• multiple regression Keyword: multiple regression

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