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Antecedents of Brand Authenticity in Cause-Related Sport Marketing Campaigns

Year: 2025

Type: article

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.

Source: Journal of applied sport management

DOI: 10.7290/jasm17jpcr

Authors: Keevan Statz, Brian Gordon

Institutions: Benedictine College, Benedict College, University of Kansas

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4409062832

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