International Marketing Review: Volume 37 Issue 4

Cause-related marketing in international business: what works and what does not?

Demetris Vrontis, Alkis Thrassou, Michael Christofi, Riad Shams, Michael R. Czinkota

The purpose of this paper is to investigate the irrevocable role of cause-related marketing (CRM) and its research imperative, exploring its contemporary insights in and across…

The role of consumer-cause identification and attitude in the intention to purchase cause-related products

Paulo Alexandre de Oliveira Duarte, Susana C. Silva

The purpose of this paper is to extend prior research on the influence of consumer-cause identification on the intention to purchase products from the companies supporting the…

Customer engagement through choice in cause-related marketing: A potential for global competitiveness

Michael Christofi, Demetris Vrontis, Erasmia Leonidou, Alkis Thrassou

The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid…

Refining the relation between cause-related marketing and consumers purchase intentions: A cross-country analysis

Alberto Ferraris, Manlio Del Giudice, Balakrishna Grandhi, Valentina Cillo

Cause-related marketing (CRM) is an ever growing marketing strategy developed by companies that may result in a win-win-win strategy for business, non-profit organizations and…

Is this for our sake or their sake? Cross-cultural effects of message focus in cause-related marketing

Hongjoo Woo, Seeun Kim, Michelle Lynn Childs

The purpose of this paper is to examine how cause-related marketing (CRM) messages with a global focus and a national focus influence perceived brand authenticity and…

Cause-related marketing for successful cross-border post-acquisition performance

Michela Matarazzo, Riccardo Resciniti, Biagio Simonetti

Building on the scant literature on cross-border acquisitions (CBAs) in the consumer perspective, the purpose of this paper is to investigate the impact of the acquirer’s…

Cause-related marketing: Led corporate social responsibility in international business-to-business markets: the contingent roles of host-country sustainable development

Gordon Liu, Meng-Shan Sharon Wu, Wai Wai Ko, Cheng-Hao Steve Chen, Yantai Chen

Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, the…

Understanding and implementing CRM initiatives in international markets

Anne L. Roggeveen, Lauren Beitelspacher

Drawing from prior research, the purpose of this paper is to outline the benefits of cause-related marketing (CRM) campaigns for the sponsoring multinational organization and the…

Global implications of cause-related loyalty marketing

V. Kumar

Loyalty programs (LPs) worldwide are maturing even as such programs are growing at a sluggish pace and losing appeal among consumers. This creates a need (and a potential…

Cause-related marketing, brand loyalty and corporate social responsibility: A cross-country analysis of Italian and Japanese consumers

Gabriele Santoro, Stefano Bresciani, Bernardo Bertoldi, Yipeng Liu

The purpose of this paper is to investigate consumer’s attitude towards cause-related marketing (CRM). In detail, it aims to assess the relationship between CRM and consumer’s…