RT Journal Article
T1 Familiarity and format: cause-related marketing promotions in international markets
A1 Singh, Sangeeta
A1 Duque, Lola C.
AB 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.
PB Emerald
SN 0265-1335
YR 2019
FD 2019-10-08
LK https://hdl.handle.net/10016/35301
UL https://hdl.handle.net/10016/35301
LA eng
NO Lola Duque acknowledges support from FEDER/Spanish Ministry ofScience, Innovation and Universities (Project ECO2017-87369-P).
DS e-Archivo
RD 1 sept. 2024