The effectiveness of Cause-Related Marketing campaigns in a global environment
(2013) EMAC 2014 — Location: Valencia (31.May.2014)
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Details
- Authors
- Abstract
- In our dissertation we want to investigate the factors influencing the effectiveness of CRM campaigns from a cross-cultural perspective. More specifically, we want first to explore the effectiveness of different types of CRM campaigns in different countries, taking into account the cultural background of consumers. The effectiveness of CRM will be assessed through variables such as consumer’s attitude toward the company, purchase intentions, brand familiarity or brand trust. The different types of CRM campaigns that we will examine still should be defined later through our literature review. But among the factors that we can consider qualifying CRM campaigns, we could include factors related to the cause, factors related to the company or factors related to the company-cause fit. We want also to understand the underlying mechanism(s) explaining the consumers’ reactions to different CRM campaigns. And finally, examine whether or not consumers’ culture is an important aspect to take into consideration while launching a CRM campaign.
- Affiliations
Louvain School of Management Marketing
Citations
Artenyan, K. (2013). The effectiveness of Cause-Related Marketing campaigns in a global environment. EMAC 2014, Valencia. https://hdl.handle.net/2078.5/46467