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

Michael Christofi, Demetris Vrontis, Erasmia Leonidou, Alkis Thrassou

    Research output: Contribution to journalArticle

    7 Citations (Scopus)

    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.

    Original languageEnglish
    JournalInternational Marketing Review
    DOIs
    Publication statusAccepted/In press - 1 Jan 2018

    Fingerprint

    Customer engagement
    Cause-related marketing
    Global competitiveness
    Conceptual framework
    Donation
    Geographical proximity
    Persuasion
    Skepticism
    Design methodology
    International business research
    Word-of-mouth
    Customization
    Proximity

    Keywords

    • Cause proximity
    • Cause type
    • Cause-related marketing
    • Consumer choice
    • Customer engagement
    • Global competitiveness

    Cite this

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    title = "Customer engagement through choice in cause-related marketing: A potential for global competitiveness",
    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.",
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    author = "Michael Christofi and Demetris Vrontis and Erasmia Leonidou and Alkis Thrassou",
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    AU - Thrassou, Alkis

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    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.

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