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Article
Publication date: 29 November 2018

Michael Christofi, Demetris Vrontis, Erasmia Leonidou and 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…

3554

Abstract

Purpose

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 scientific foundation for the development and stimulation of future research on the critical intersection of these two topics.

Design/methodology/approach

The research defines customer engagement in CRM campaigns as the conditions under which consumers are allowed to choose the cause that receives the donation, the cause proximity (geographical proximity) and the type of donation in a CRM campaign.

Findings

The paper conceptualizes the role of customer engagement in enhancing the effectiveness of a CRM campaign, in terms of coverage, customization and reduced consumer skepticism, as well as in triggering positive word-of-mouth (WOM) persuasion behaviors.

Practical implications

The conceptual framework provides several practicable directions toward effective control of CRM campaign outcomes, for both local and global firms.

Originality/value

The paper rests on established empirical foundations to develop a comprehensive preliminary multi- disciplinary framework on the subject, setting the path for further research in the fields of CRM, customer engagement and International Business Research, and reaching findings of both scholarly and executive worth.

Details

International Marketing Review, vol. 37 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 5 October 2012

Anna S. Mattila and Lydia Hanks

In today's competitive marketplace, companies are devoting an increasing amount of time and money to establishing themselves as socially responsible, in an effort to appeal to the…

2147

Abstract

Purpose

In today's competitive marketplace, companies are devoting an increasing amount of time and money to establishing themselves as socially responsible, in an effort to appeal to the value system of their target customers (Sen and Bhattacharya). In the current study, the paper focuses on corporate social responsibility (CSR) appeals in which the company promises to donate a portion of the purchase price to a charitable cause and requests a matching donation from the customer. More specifically, the purpose of this paper is to investigate the joint effects of status, proximity to CSR, and empathy towards the cause on consumers' willingness to donate money to a charity.

Design/methodology/approach

The study used written scenarios and a 2×2×2 between subjects quasi experimental design to test the hypotheses. The authors predicted that status would interact with empathy and proximity of the cause to influence customers' donation behavior.

Findings

The results supported these predictions. Status seeking individuals exhibited higher levels of prosocial behaviors when the cause was a national one, particularly when the individual felt empathy towards the distant cause. Conversely, empathy feelings had a positive impact donation intent when the cause was a local one and status seeking was not activated.

Originality/value

The results of this study have significant implications for marketers and managers who are considering launching a CSR program. By aligning the cause with the type of consumer, corporations may be able to obtain a higher response rate from customers, thereby increasing the level of consumer involvement and engagement.

Details

Journal of Service Management, vol. 23 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

Open Access
Article
Publication date: 11 November 2020

Svetlana Bialkova and Stephanie Te Paske

The purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause

7404

Abstract

Purpose

The purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause proximity and CSR motives are addressed facing the increased demand for transparency and the grown consumers' expectations towards socially responsible brands.

Design/methodology/approach

Online survey was developed, based on a profound literature review and a field research we did on the actual social media behaviour of socially responsible brands. Consumers attitudes and behavioural reactions in terms of willingness to participate in a campaign, to spread e-WOM and to purchase were investigated, as a function of CSR motives (value vs performance vs value and performance) and cause proximity (national vs international), respectively, with monologue (study 1) and dialogue communication type (study 2).

Findings

Cause proximity enhanced the campaign participation, and this effect was pronounced for both, monologue and dialogue type of communication. CSR motives modulated the willingness to spread electronic word-of-mouth, and this holds for both, monologue and dialogue communication. Attitudes and purchase intention were highest when value- and performance-driven motives were communicated, but these effects appeared only when the message was in a dialogue form of communication. Message credibility and CSR motives credibility perception further modulated consumers response.

Practical implications

The outcomes could be used in developing marketing (communication) strategies leading to values and revenues optimisation.

Originality/value

The results are discussed in a framework of how CSR resonates via social media.

Details

European Journal of Management and Business Economics, vol. 30 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

Article
Publication date: 10 June 2019

Kushagra Kulshreshtha, Naval Bajpai, Vikas Tripathi and Gunjan Sharma

Cause-related marketing (CrM) is one of the effective marketing concepts which draw high public exposure and make the cause and the organization known in the market. Further, it…

1119

Abstract

Purpose

Cause-related marketing (CrM) is one of the effective marketing concepts which draw high public exposure and make the cause and the organization known in the market. Further, it develops a higher inclination of the customers associating themselves with CrM-related campaigns. In this regard, CrM campaigns generally take hedonic products into consideration. The purpose of this paper (comprises two studies) is to: study 1, examine the attributes leading to successful CrM campaign and afterward when the results of Study 1 were found in line with the existing literature; and, Study 2, empirically examine the consumer preference for hedo-utilitarian products type in the CrM context.

Design/methodology/approach

A total of 316 respondents participated in the survey. For selecting the appropriate research technique under the CrM study, the systematic review was conducted to arrive at a decision. Finally, conjoint analysis, a decompositional approach, was used for its ability to provide real-world setup to the respondents and keeping the social desirability bias at the minimum while assessing the consumer preference in the context of CrM.

Findings

Much literature is available in favor of using hedonic products for successful CrM activities. However, none has conceptualized the hedo-utilitarian products that have an equally fair chance to succeed under CrM strategy. The present study confirmed the relevance of hedo-utilitarian products (utilitarian products having hedonic features) for attracting the consumers having cognitive and affective responses altogether.

Practical implications

The novel concept of hedo-utilitarian product is introduced and empirically examined. The propositions and findings will facilitate the organizations in developing the products and marketing strategies in the context of CrM, giving them the option beyond the two product categories, i.e. hedonic and utilitarian. Accordingly, the companies may also focus and strategize for the “causmers,” i.e. the consumers who pay heed to the cause of the campaign during the purchase.

Originality/value

While several of the dimensions in marketing have been explored, CrM is the least explored area in the Asian region. The attributes that may affect CrM were taken all together as another product feature/attribute under conjoint analysis exploring the attributes affecting CrM most, eventually, leading to higher consumer preference. Further, the concept of hedo-utilitarian products was introduced, empirically examined and recommended to future researchers for bringing it forward.

Details

Benchmarking: An International Journal, vol. 26 no. 6
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 18 November 2019

Michael Christofi, Alkis Thrassou, Hela Chebbi, Zafar U. Ahmed, Balakrishna Grandhi and Lea Iaia

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…

Abstract

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.

Details

Business Process Management Journal, vol. 26 no. 5
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 2 May 2018

Christina Öberg

Proximity – that is, the closeness of parties – has been increasingly emphasized in studies on innovation networks. The idea of closeness has been discussed in relation to…

Abstract

Purpose

Proximity – that is, the closeness of parties – has been increasingly emphasized in studies on innovation networks. The idea of closeness has been discussed in relation to geographic proximity, and has also been referred to as knowledge overlaps and shared understandings between parties. In most of the studies dealing with proximity in relation to innovation networks, a static analysis is pursued. Such an analysis marks how the closeness or distance, often with the conclusion that parties should not be too close or too distant, is measured against innovation outcome at a specific point in time. However, innovation processes would include how parties increasingly converge in their knowledge and understanding, and how they may co-locate their businesses. The purpose of this paper is to discuss proximity in relation to multiple-party innovation processes and their development over time.

Design/methodology/approach

The empirical part of this paper consists of a single case study on an innovation community and its development process. The development of the innovation community over time, whether and how geographic, knowledge and cognitive proximity is affected, and the outcome in terms of number of innovations, their newness (incremental or radical innovation), and variety are discussed in the paper.

Findings

Findings indicate how geographic proximity leads to more knowledge overlaps, while it is not a prerequisite for it. Rather, it is in the commitment processes partly connected to cognitive proximity that knowledge increasingly converges, indifferent to the co-location of parties. The speed of such processes, however, is higher if parties co-locate. The commitment processes lead to an increased number of innovations, while these innovations become more and more similar. To avoid increased overlaps of knowledge and thereby maintain the production of a variety of innovations, interaction needs to occur through the introduction of new parties and the termination of previous interaction patterns. This, however, occurs at the cost of commitment, and the knowledge thereby becomes less developed and used in its capacities.

Originality/value

The paper contributes to previous research through discussing proximity in innovation networks in a processual manner. The link between various proximities and their effect on innovation outcome sheds light on how proximity, as discussed in various literature streams, often relates to similar issues that converge around the issue of commitment.

Details

IMP Journal, vol. 12 no. 2
Type: Research Article
ISSN: 2059-1403

Keywords

Article
Publication date: 4 December 2023

Prasant Kumar Pandey, Naval Bajpai and Abhijeet V. Tiwari

Many studies conducted on cause-related marketing (CaRM) are concentrated in advanced economies. However, there is very little work reported pertaining to CaRM in emerging…

Abstract

Purpose

Many studies conducted on cause-related marketing (CaRM) are concentrated in advanced economies. However, there is very little work reported pertaining to CaRM in emerging economies like India. Hence, the aim of this study is to analyze the effect of CaRM on the customers' purchase intention (PI) in the Indian fast-moving consumer goods (FMCGs) sector, which is the fourth largest sector in the Indian economy. Further, this study tests the mediating effect of attitude and the moderating effect of cause involvement.

Design/methodology/approach

This paper employs a quantitative methodology. Primary data were collected from 1220 respondents from North India. PLS-SEM is employed to examine the data.

Findings

The findings reveal that CaRM strongly impacts FMCG customers' purchasing intentions. Further, a positive attitude toward cause-related marketing triggers the customer purchase intention. Third, the results show that cause involvement moderates purchase intentions, so those who feel passionately dedicated to the cause are more inclined to buy while being involved in the cause-related marketing program.

Practical implications

The results would aid marketers in developing effective CaRM campaigns for their FMCG brands by understanding the different combinations of factors influencing CaRM.

Originality/value

FMCG is one of the major pillars of the Indian economy. This research proposes a comprehensive conceptual framework for the current study that is supported by literature. This study provides evidence of the increasingly important role of CaRM in establishing a win-win association with customers, aiming to solve specific societal causes and creating a favorable image of the brand in the FMCG sector.

Details

British Food Journal, vol. 126 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 17 July 2019

Nandini Bhalla and Holly K. Overton

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a…

Abstract

Purpose

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a developing (India) country.

Design/methodology/approach

Using a 2 (location of the company: India vs USA) × 2 (location of the CSR activity: India vs USA) between-subjects experimental design, the study examines individuals’ attitudes and behavioral intentions toward a company’s environmental CSR activities in each respective country.

Findings

Two structural equation models were created for US publics and Indian publics. Results indicated that cultural factors, specifically the uncertainty avoidance dimension, play an important role among both Indian and US residents’ attitudes toward a company’s environmental CSR efforts and their intention to purchase its products/services. Among Indians, the power distance dimension acted as a mediating factor.

Originality/value

This study is novel in its examination of the impact of cultural factors among residents in India and the USA. This information can be utilized by multinational companies to implement effective CSR activities and enhancing their global CSR communication efforts.

Details

Corporate Communications: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 8 July 2014

Mehran Nejati

– The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign.

2154

Abstract

Purpose

The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign.

Design/methodology/approach

Provides a viewpoint article based on the author's experience and expertise.

Findings

Through explaining the key factors which impact the success of CRM, this article provided insights to company directors and management consultants. It has been indicated that the three most important attributes of a case for the success of CRM campaigns include importance, proximity and fit of the cause with firm’s core business.

Originality/value

Provides a viewpoint article based on the author's experience and expertise.

Details

Strategic Direction, vol. 30 no. 8
Type: Research Article
ISSN: 0258-0543

Keywords

Article
Publication date: 6 August 2019

Alberto Ferraris, Manlio Del Giudice, Balakrishna Grandhi and 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…

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Abstract

Purpose

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 society. However, the specific relationship between CRM and consumers purchase intentions (PI) has been analyzed in a fragmented way within the mainstream literature. Grounding on this, the purpose of this paper is to give a more comprehensive and fine grained view of this phenomenon, testing the effect of several moderators on the relationships between CRM and consumers PI in two different countries.

Design/methodology/approach

The sample consists of 234 Italian (individualistic culture) and 164 Brazilian (collectivist culture) consumers surveyed online. Ordinary least squares analysis has been carried out in order to test the moderator effects hypothesized.

Findings

Regarding Italian respondents, the author found positive evidence for moderator effects of the perception of CRM goal achievement (GA), brand-fit (BF) and gender. On the contrary, the author did not find a significant moderator effect of brand-use, while the author found it significant but negative for Brazilian respondents. Moreover, the author found that the perception of CRM GA does not moderate the aforementioned relationship for Brazilians while BF and gender still have positive effects.

Originality/value

A more fine grained picture of the CRM–PI relationships have been provided through the empirical test of several moderators, finding different effects in individualistic (Italians) and collectivist culture (Brazilians), thus deriving interesting implications in the international marketing field of research.

Details

International Marketing Review, vol. 37 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

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