Innovation and cause-related marketing success: A conceptual framework and propositions

Michael Christofi, Erasmia Leonidou, Demetris Vrontis, Phillip Kitchen, Ioanna Papasolomou

    Research output: Contribution to journalArticlepeer-review

    40 Citations (Scopus)

    Abstract

    Purpose – This paper aims to illustrate how innovation typologies may lead to cause-related marketing (CRM) success when applied to services. Design/methodology/approach – Hence, the paper identifies product/service and brand factors that underpin CRM success, undertakes an innovation theory application in CRM and examines its theoretical and practical significance. Findings – The paper develops a conceptual framework that may serve to facilitate CRM success. Originality/value – Intended contributions include: a critical review of academic research related to CRM success; identification of underdeveloped connections between five innovation types and CRM success; enrichment of the innovation and CRM literature by developing a framework that combines these; managerial guidelines to achieve successful CRM practice in services; and an agenda for future research in CRM via a multi-dimensional concept of innovation.

    Original languageEnglish
    Pages (from-to)354-366
    Number of pages13
    JournalJournal of Services Marketing
    Volume29
    Issue number5
    DOIs
    Publication statusPublished - 10 Aug 2015

    Keywords

    • Brand innovativeness
    • Cause marketing
    • Innovation

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