Innovation and cause-related marketing success : a conceptual framework and propositions

Christofi, M; Leonidou, E; Vrontis, D; Kitchen, PJ; Papasolomou, I

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.

Citation

Christofi, M., Leonidou, E., Vrontis, D., Kitchen, P., & Papasolomou, I. (2015). Innovation and cause-related marketing success : a conceptual framework and propositions. Journal of Services Marketing, 29(5), 354-366. https://doi.org/10.1108/JSM-04-2014-0114

• Journal Article Type: Article
• Online Publication Date: Oct 8, 2015
• Publication Date: Aug 10, 2015
• Deposit Date: Oct 24, 2017
• Journal: Journal of Services Marketing
• Print ISSN: 0887-6045
• Publisher: Emerald
• Volume: 29
• Issue: 5
• Pages: 354-366
• DOI: https://doi.org/10.1108/JSM-04-2014-0114
• Publisher URL: http://dx.doi.org/10.1108/JSM-04-2014-0114
• Related Public URLs: http://www.emeraldinsight.com/loi/jsm