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

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URI: https://hdl.handle.net/10016/35301
ISSN: 0265-1335
DOI: 10.1108/IMR-10-2018-0307
UXXI: AR/0000025069
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familiarity_IMR_2019_ps.pdf (750.88 KB)
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2019-10-08
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Emerald
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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.
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Cause-related marketing, Familiarity, Donation frames, Skepticism, Promotions, International marketing
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Singh, S., & Duque, L. C. (2019). Familiarity and format: cause-related marketing promotions in international markets. International Marketing Review, 37(5), pp. 901-921.
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