Purpose

This study examines the effects of congruence and reliability on cause-brand alliance (CBA) program attitudes—exploring how CBA program attitudes and sport entity attitudes affect attitudes toward a sport-related and sport-unrelated brand in a single CBA.

Design/methodology/approach

About 240 survey participants answered questions before and after being exposed to information about the NFL Play 60 program. Consistent partial least squares structural equation modeling is utilized to test the hypotheses.

Findings

Results suggest both congruence and reliability positively influence CBA program success; and both sport-related and sport-unrelated brands positively affect consumer attitudes when they participate in a CBA with a high-profile sport entity. This occurs directly through CBA program attitudes for a sport-unrelated brand and indirectly through sport entity attitudes for a sport-related brand.

Originality/value

This study extends the CBA literature in sports by showing (1) the role of reliability on CBA program attitudes, (2) the role of sport entity attitudes on other cause partner attitudes and (3) different paths for sport-related versus sport-unrelated brands that are partnered with a premium sport entity to achieve CBA program brand enhancements.

中文翻译：

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理解体育事业品牌联盟中的消费者态度：体育实体态度的作用

目的

本研究检验一致性和可靠性对事业品牌联盟 (CBA) 计划态度的影响——探索 CBA 计划态度和体育实体态度如何影响单个 CBA 中对体育相关和体育无关品牌的态度。

设计/方法/方法

大约 240 名调查参与者在接触有关 NFL Play 60 计划的信息之前和之后回答了问题。一致的偏最小二乘结构方程模型用于检验假设。

发现

结果表明一致性和可靠性都对 CBA 计划的成功产生积极影响；与体育相关和与体育无关的品牌在参加与知名体育实体的 CBA 时都会对消费者态度产生积极影响。这通过 CBA 计划对与体育无关的品牌的态度直接发生，并通过体育实体对体育相关品牌的态度间接发生。

原创性/价值

本研究通过展示 (1) 可靠性对 CBA 计划态度的作用，(2) 体育实体态度对其他事业伙伴态度的作用以及 (3) 体育相关与体育无关的不同路径，扩展了体育领域的 CBA 文献与优质体育实体合作以实现 CBA 计划品牌提升的品牌。