The Experimental Study and Thorough Vision on Psychological Commitment and Constructs inCRSM, CRM and FRM Context

This article is the extended research of previous articles by Amir Jafari & Kambiz Heidarzadeh Hanzaee, 2016, of the newest approach deeply and practically in Cause-Related marketing areas. This research is proposed that a better understanding of the concept of attitude strength may provide insight into the antecedents and the primary evidence (resistance to change) of psychological commitment. As far as CRM, CRSM and FRM are concerned, this trend is becoming popular among successful companies in the world. A number of organizations apply this strategy not only to develop their brand awareness and reputation on the actual market but also to increase their sales record, financial position and philanthropic objectives. The purpose of this study is to gain a better understanding of the antecedents of psychological commitment to a sports team through a conceptual model based on the concept of attitude strength, and the causal relationship between resistance to changing team allegiance and psychological commitment to sports. The findings of this study will contribute not only to an extension of the knowledge base of psychological commitment to a sports team in the area of sport marketing, but also to practical applications for sport-team marketers and managers. The findings of this study, researching articles from 1960-2016, of 252 full source articles, suggest several directions for future study. Following these study concerns and gaps, vision and review of the most relevant literature were thoroughly conducted, resulting in a conceptual framework applied for empirical data collection of previous studies. This will also shed much light on the previous findings, designs, methodologies and approaches related to the researches of CRSM, FRM and CRM to explore, extend and analyze implemented published articles between 1964 and 2016. In doing so, a vast literature review covers many areas such as: CRM, CRSM, and other constructs pertain to the success of this type of marketing. However, many research gaps were recognized in this field particularly perceiving the possible strategies to launch a successful campaign in this context marketing. The results of this empirical research exhibit that psychological constructs contribute to the success of these asserted campaigns. This study will add to the knowledge by examining and illustrating a survey and provide substantial benefits for researchers, practitioners, scholars, entrepreneurs, CEOs, COOs, CMOs, CFOs, CBOs, professional marketers, policy makers, and educators though providing a much clear view and deep understanding for the issues pertain to this field of marketing. We recognized that the theories regarding strategies and objectives agree with the focus of this study.

کلیدواژه ها:

Psychological Commitment ، Psychological Constructs ، CRM ، CRSM ، FRM