Comparing emotional and rational appeals in CSR messaging for sport products

Purpose This study aimed to explore the impact of emotional and rational corporate social responsibility (CSR) messages by sport product companies on consumer purchase intention. CSR activities have positively influenced crucial factors affecting consumer purchase intention. Despite the industry's active implementation of CSR initiatives, research on messages that significantly influence consumer behavioral intentions is lacking. Design/methodology/approach After collecting responses from 427 individuals, a 2 (emotional vs. rational appeal) x 2 (service vs. physical product) factorial design was employed and tested. Findings The research revealed no significant difference in purchase intention between emotional and rational appeal for overall sport products. However, in the case of service products, emotional appeal was found to have a negative effect on purchase intentions. For physical products, rational appeal significantly impacted purchase intention compared to emotional appeal. Originality/value This study contributes to the field by identifying which type of appeal is effective for purchase intention.