A practice of reciprocity: how dose cause-related sport marketing stimulate consumers’ purchase intentions?

Purpose Grounded in social cognitive theory, social exchange theory and “cognition-emotion-behavior intention” analysis framework, a theoretical model of cause-related sport marketing (CRSM) affecting consumers’ purchase intentions was constructed through a case study. This model was then empirically validated to confirm CRSM's impact on consumers' purchase intentions. Design/methodology/approach This study embraces a mixed-methods approach that combines both qualitative and quantitative research methodologies to investigate the mechanisms through which CRSM influences consumers' purchase intentions. Findings The results indicate that: (1) consumers’ perception of CRSM has no direct impact on purchase intentions; (2) consumers’ perception of CRSM directly affects gratitude; (3) consumer gratitude acts as a complete mediator between perceived CRSM and purchase intentions. Originality/value These findings shed light on the role of gratitude in CRSM and offer practical guidance for sports enterprises in improving their philanthropic marketing strategies.