A recent cause-related marketing (CRM) trend for sport organizations has been to adopt a service dog that they will train and showcase through social media and at team events. This phenomenon is unique as these teams are utilizing the dog as a brand association but through a charitable lens in that they are providing resources to train the dog and giving exposure to a good cause. This study examines the consumer behavior implications, specifically brand image, perceived altruism, and purchase intentions, of sport organizations adopting service dogs. Through an experimental design, this...Read more
