Innovation and cause-related marketing success: a conceptual framework and propositions
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.
Keywords
Citation
Christofi, M., Leonidou, E., Vrontis, D., Kitchen, P. and Papasolomou, I. (2015), "Innovation and cause-related marketing success: a conceptual framework and propositions", Journal of Services Marketing, Vol. 29 No. 5, pp. 354-366. https://doi.org/10.1108/JSM-04-2014-0114
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited