Innovation and cause-related marketing success: a conceptual framework and propositions

Abstract

Purpose

This paper aims to illustrate how innovation typologies may lead to cause-related marketing (CRM) success when applied to services.

Design/methodology/approach

Hence, the paper identifies product/service and brand factors that underpin CRM success, undertakes an innovation theory application in CRM and examines its theoretical and practical significance.

Findings

The paper develops a conceptual framework that may serve to facilitate CRM success.

Originality/value

Intended contributions include: a critical review of academic research related to CRM success; identification of underdeveloped connections between five innovation types and CRM success; enrichment of the innovation and CRM literature by developing a framework that combines these; managerial guidelines to achieve successful CRM practice in services; and an agenda for future research in CRM via a multi-dimensional concept of innovation.

Citation

Christofi, M., Leonidou, E., Vrontis, D., Kitchen, P. and Papasolomou, I. (2015), "Innovation and cause-related marketing success: a conceptual framework and propositions", Journal of Services Marketing, Vol. 29 No. 5, pp. 354-366. https://doi.org/10.1108/JSM-04-2014-0114