Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/30027
Title: CRM campaigns with choice for enhanced business process performance: The collectivist customers’ collaborative role for positive word-of-mouth
Authors: Christofi, Michael 
Thrassou, Alkis 
Chebbi, Hela 
Ahmed, Zafar U. 
Grandhi, Balakrishna 
Iaia, Lea 
Major Field of Science: Social Sciences
Field Category: Economics and Business
Keywords: Cause-related marketing;Choice;Collaborative role;Collectivism;Word of mouth
Issue Date: 27-Oct-2020
Source: Business Process Management Journal, vol. 26, iss. 5, pp. 1225 - 1239
Volume: 26
Issue: 5
Start page: 1225
End page: 1239
Journal: Business Process Management Journal 
Abstract: Purpose: A substantial body of research evidence has now accumulated in the cause-related marketing (CRM) literature. Yet, research on positive word of mouth (WOM) in the CRM domain is scarce. Based on this, the purpose of this paper is to present a framework that enhances positive WOM persuasion in a CRM context. Design/methodology/approach: Specifically, the authors explore collectivism as a contextual dimension for positive WOM persuasion in a CRM setting and discusses three novel constructs for effectively designing such campaigns, namely, cause proximity, choice of donation type and choice variety of donation types in a single offering frame. Based on conceptual logic and drawing on literature from a variety of disciplines, this framework should provide deeper insight into achieving positive WOM persuasion with CRM strategy and implementation. Findings: Additionally, the analysis leads to specific research questions regarding the associations between these contrasts and positive WOM persuasion in a CRM context. Originality/value: Finally, the managerial and theoretical contributions are discussed, as well as directions for further research.
URI: https://hdl.handle.net/20.500.14279/30027
ISSN: 14637154
DOI: 10.1108/BPMJ-04-2019-0146
Rights: © Emerald Publishing Limited
Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Article
Affiliation : University of Nicosia 
EDC Paris Business School 
Université du Québec à Montréal 
Vietnam National University Ho Chi Minh City 
S.P. Jain School of Global Management 
University of Gabriele ’d Annunzio Chieti-Pescara 
Publication Type: Peer Reviewed
Appears in Collections:Άρθρα/Articles

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