Publication: Familiarity and format: cause-related marketing promotions in international markets
dc.affiliation.dpto | UC3M. Departamento de EconomÃa de la Empresa | es |
dc.contributor.author | Singh, Sangeeta | |
dc.contributor.author | Duque, Lola C. | |
dc.contributor.funder | Agencia Estatal de Investigación (España) | es |
dc.date.accessioned | 2022-06-27T16:14:59Z | |
dc.date.available | 2022-06-27T16:14:59Z | |
dc.date.issued | 2019-10-08 | |
dc.description.abstract | The 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.sponsorship | Lola Duque acknowledges support from FEDER/Spanish Ministry of Science, Innovation and Universities (Project ECO2017-87369-P). | en |
dc.identifier.bibliographicCitation | Singh, 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.doi | 10.1108/IMR-10-2018-0307 | |
dc.identifier.issn | 0265-1335 | |
dc.identifier.publicationfirstpage | 901 | es |
dc.identifier.publicationissue | 5 | es |
dc.identifier.publicationlastpage | 921 | es |
dc.identifier.publicationtitle | INTERNATIONAL MARKETING REVIEW | en |
dc.identifier.publicationvolume | 37 | es |
dc.identifier.uri | https://hdl.handle.net/10016/35301 | |
dc.identifier.uxxi | AR/0000025069 | |
dc.language.iso | eng | en |
dc.publisher | Emerald | es |
dc.relation.projectID | Gobierno de España. ECO2017-87369-P | es |
dc.rights | © 2019, Emerald Publishing Limited | en |
dc.rights | Atribución-NoComercial 3.0 España | * |
dc.rights.accessRights | open access | en |
dc.rights.uri | http://creativecommons.org/licenses/by-nc/3.0/es/ | * |
dc.subject.other | Cause-related marketing | en |
dc.subject.other | Familiarity | en |
dc.subject.other | Donation frames | en |
dc.subject.other | Skepticism | en |
dc.subject.other | Promotions | en |
dc.subject.other | International marketing | en |
dc.title | Familiarity and format: cause-related marketing promotions in international markets | en |
dc.type | research article | * |
dc.type.hasVersion | AM | * |
dspace.entity.type | Publication |
Files
Original bundle
1 - 1 of 1
Loading...
- Name:
- familiarity_IMR_2019_ps.pdf
- Size:
- 750.88 KB
- Format:
- Adobe Portable Document Format