CRM campaigns with choice for enhanced business process performance: The collectivist customers’ collaborative role for positive word-of-mouth

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

    Research output: Contribution to journalArticle

    1 Citation (Scopus)

    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.

    Original languageEnglish
    JournalBusiness Process Management Journal
    DOIs
    Publication statusAccepted/In press - 1 Jan 2019

    Keywords

    • Cause-related marketing
    • Choice
    • Collaborative role
    • Collectivism
    • Word of mouth

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