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Familiarity and format: cause-related marketing promotions in international markets

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dc.affiliation.dptoUC3M. Departamento de Economía de la Empresaes
dc.contributor.authorSingh, Sangeeta
dc.contributor.authorDuque, Lola C.
dc.contributor.funderAgencia Estatal de Investigación (España)es
dc.date.accessioned2022-06-27T16:14:59Z
dc.date.available2022-06-27T16:14:59Z
dc.date.issued2019-10-08
dc.description.abstractThe purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand in a new international market. One of the challenges CRM promotions face is skepticism toward the campaign and for that reason, many brands form alliances with well-known charities familiar to the consumer, hoping that the trust and goodwill generated by the charity will be transferred to the brand. The authors manipulate price and donation presentation formats to show an alternative means for overcoming skepticism.en
dc.description.sponsorshipLola Duque acknowledges support from FEDER/Spanish Ministry of Science, Innovation and Universities (Project ECO2017-87369-P).en
dc.identifier.bibliographicCitationSingh, S., & Duque, L. C. (2019). Familiarity and format: cause-related marketing promotions in international markets. International Marketing Review, 37(5), pp. 901-921.en
dc.identifier.doi10.1108/IMR-10-2018-0307
dc.identifier.issn0265-1335
dc.identifier.publicationfirstpage901es
dc.identifier.publicationissue5es
dc.identifier.publicationlastpage921es
dc.identifier.publicationtitleINTERNATIONAL MARKETING REVIEWen
dc.identifier.publicationvolume37es
dc.identifier.urihttps://hdl.handle.net/10016/35301
dc.identifier.uxxiAR/0000025069
dc.language.isoengen
dc.publisherEmeraldes
dc.relation.projectIDGobierno de España. ECO2017-87369-Pes
dc.rights© 2019, Emerald Publishing Limiteden
dc.rightsAtribución-NoComercial 3.0 España*
dc.rights.accessRightsopen accessen
dc.rights.urihttp://creativecommons.org/licenses/by-nc/3.0/es/*
dc.subject.otherCause-related marketingen
dc.subject.otherFamiliarityen
dc.subject.otherDonation framesen
dc.subject.otherSkepticismen
dc.subject.otherPromotionsen
dc.subject.otherInternational marketingen
dc.titleFamiliarity and format: cause-related marketing promotions in international marketsen
dc.typeresearch article*
dc.type.hasVersionAM*
dspace.entity.typePublication
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