A substantial body of research evidence has now accumulated in the cause-related marketing (CRM) literature. Yet, research on positive word of mouth (WOM) in the CRM domain is scarce. Based on this, the purpose of this paper is to present a framework that enhances positive WOM persuasion in a CRM context.
Specifically, the authors explore collectivism as a contextual dimension for positive WOM persuasion in a CRM setting and discusses three novel constructs for effectively designing such campaigns, namely, cause proximity, choice of donation type and choice variety of donation types in a single offering frame. Based on conceptual logic and drawing on literature from a variety of disciplines, this framework should provide deeper insight into achieving positive WOM persuasion with CRM strategy and implementation.
Additionally, the analysis leads to specific research questions regarding the associations between these contrasts and positive WOM persuasion in a CRM context.
Finally, the managerial and theoretical contributions are discussed, as well as directions for further research.
Corrigendum: It has come to the attention of the publisher that the Christofi, M., Thrassou, A., Chebbi, H., Ahmed, Z., Grandhi, B. and Iaia, L. (2019), “CRM campaigns with choice for enhanced business process performance: The collectivist customers’ collaborative role for positive word-of-mouth”, published in Business Process Management Journal, was missing an affiliation for Hela Chebbi. The additional affiliation is OCRE, EDC Paris Business School, France as a first affiliation and the online version has now been updated to reflect this. The authors sincerely apologise for this.
Christofi, M., Thrassou, A., Chebbi, H., Ahmed, Z.U., Grandhi, B. and Iaia, L. (2019), "CRM campaigns with choice for enhanced business process performance: The collectivist customers’ collaborative role for positive word-of-mouth", Business Process Management Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BPMJ-04-2019-0146Download as .RIS
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