Millennial consumers’ perception of sportswear brand globalness impacts purchase intention in cause-related product marketing

• Woo-yeul Baek

  Namseoul University

• Kevin K. Byon

  Indiana University

• Young-hwan Choi

  Namseoul University

• Choon-woo Park

  Kyonggi University

Our purpose in this study was to examine the structural relationships among the perceptions of college-aged millennials of brand globalness, brand–cause fit, firm motive, and purchase intention in regard to cause-related marketing (CRM) of a product in the sportswear industry. A convenience sample of college students (N = 382) at two universities in a metropolitan city of South Korea participated in the study. Results showed that the college-aged millennials’ perception of brand globalness influenced their perceptions of brand–cause fit and firm motive and, subsequently, their purchase intention of a CRM product. In addition, we found that college-aged millennials’ perceived brand–cause fit had a positive influence on both perception of firm motive and purchase intention toward the CRM product, and, that firm motive perception partially mediated the relationship between brand–cause fit perception and purchase intention. Consequently, the findings extend previous studies on CRM effectiveness and provide a useful rationale for making managerial decisions when implementing a CRM campaign in sportswear firms.

1. Woo-yeul Baek, Namseoul University
   Department of Sport Business Management
2. Kevin K. Byon, Indiana University
   Department of Kinesiology
3. Young-hwan Choi, Namseoul University

   Department of Sport Business Management

4. Choon-woo Park, Kyonggi University
   Department of Sport and Leisure Studies

• PDF
  (USD 29)