TY  - JOUR
AB  - Purpose 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.Design/methodology/approach 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.Findings Additionally, the analysis leads to specific research questions regarding the associations between these contrasts and positive WOM persuasion in a CRM context.Originality/value Finally, the managerial and theoretical contributions are discussed, as well as directions for further research.
VL  - 26
IS  - 5
SN  - 1463-7154
DO  - 10.1108/BPMJ-04-2019-0146
UR  - https://doi.org/10.1108/BPMJ-04-2019-0146
AU  - Christofi Michael
AU  - Thrassou Alkis
AU  - Chebbi Hela
AU  - Ahmed Zafar U.
AU  - Grandhi Balakrishna
AU  - Iaia Lea
PY  - 2019
Y1  - 2019/01/01
TI  - CRM campaigns with choice for enhanced business process performance: The collectivist customers’ collaborative role for positive word-of-mouth
T2  - Business Process Management Journal
PB  - Emerald Publishing Limited
SP  - 1225
EP  - 1239
Y2  - 2024/05/11
ER  -