Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/26977
Title: | Innovation and cause-related marketing success: A conceptual framework and propositions | Authors: | Christofi, Michael Leonidou, Erasmia Vrontis, Demetris Kitchen, Phillip Papasolomou, Ioanna |
Major Field of Science: | Social Sciences | Field Category: | Media and Communications | Keywords: | Brand innovativeness;Innovation;Cause marketing | Issue Date: | 10-Aug-2015 | Source: | Journal of Services Marketing, vol. 29, iss. 5, 2015 | Volume: | 29 | Issue: | 5 | Start page: | 354 | End page: | 366 | Journal: | Journal of Services Marketing | Abstract: | Purpose – This paper aims to illustrate how innovation typologies may lead to cause-related marketing (CRM) success when applied to services. Design/methodology/approach – Hence, the paper identifies product/service and brand factors that underpin CRM success, undertakes an innovation theory application in CRM and examines its theoretical and practical significance. Findings – The paper develops a conceptual framework that may serve to facilitate CRM success. Originality/value – Intended contributions include: a critical review of academic research related to CRM success; identification of underdeveloped connections between five innovation types and CRM success; enrichment of the innovation and CRM literature by developing a framework that combines these; managerial guidelines to achieve successful CRM practice in services; and an agenda for future research in CRM via a multi-dimensional concept of innovation. | URI: | https://hdl.handle.net/20.500.14279/26977 | ISSN: | 08876045 | DOI: | 10.1108/JSM-04-2014-0114 | Rights: | © Emerald Attribution-NonCommercial-NoDerivatives 4.0 International |
Type: | Article | Affiliation : | University of Gloucestershire University of Nicosia ESC Rennes School of Business |
Publication Type: | Peer Reviewed |
Appears in Collections: | Άρθρα/Articles |
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