TY - JOUR
T1 - Customer engagement through choice in cause-related marketing
T2 - A potential for global competitiveness
AU - Christofi, Michael
AU - Vrontis, Demetris
AU - Leonidou, Erasmia
AU - Thrassou, Alkis
PY - 2018/1/1
Y1 - 2018/1/1
N2 - 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.
AB - 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.
KW - Cause proximity
KW - Cause type
KW - Cause-related marketing
KW - Consumer choice
KW - Customer engagement
KW - Global competitiveness
UR - http://www.scopus.com/inward/record.url?scp=85057620696&partnerID=8YFLogxK
U2 - 10.1108/IMR-04-2018-0133
DO - 10.1108/IMR-04-2018-0133
M3 - Article
AN - SCOPUS:85057620696
SN - 0265-1335
JO - International Marketing Review
JF - International Marketing Review
ER -