International Marketing Review: Volume 37 Issue 5

Guest editorial

Demetris Vrontis, Alkis Thrassou

Cause-related marketing and service innovation in emerging country healthcare: Role of service flexibility and service climate

Pradeep Kumar, Sanjay Kumar Singh, Vijay Pereira, Erasmia Leonidou

The purpose of this paper is to identify the constituents of cause-related marketing (CRM) capabilities in the context of an emerging market healthcare sector, by incorporating…

Joining forces for doing good: getting the international cause-alliance right

Casey E. Newmeyer, Efua Obeng, John Hulland

Drawing on the brand alliance, cause marketing and corporate social responsibility literatures, the authors introduce the notion of international cause alliances. The authors…

The impact of the macro-environment on consumer scepticism towards cause-related marketing: Insights from an economic crisis setting

Constantinos-Vasilios Priporas, Irene (Eirini) Kamenidou, Nga Nguyen, Riad Shams

The purpose of this paper is to explore how the macro-environment influences consumer scepticism towards cause-related marketing (CRM), especially in a turbulent economic setting.

Ethical standards and perceptions of CRM among millennial consumers

David Cosgrave, Michele O'Dwyer

This study explores the millennial perceptions of cause-related marketing (CRM) in international markets through the lens of an ethical continuum. Literature gaps exist in our…

Cause-related marketing, legitimacy and internationalization of professional service firms: A case study of a football talent scouting microfirm

Ahmad Arslan, Ismail Golgeci, Lauri Haapanen, Shlomo Tarba, Cary Cooper, William Y. Degbey

The purpose of this paper is to address the role of legitimacy in internationalization to Africa of a Finnish professional service microfirm, which uses cause-related marketing…

Familiarity and format: cause-related marketing promotions in international markets

Sangeeta Singh, Lola C. Duque

The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand…

Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials: A regulatory focus approach

Judith Partouche, Saeedeh Vessal, Insaf Khelladi, Sylvaine Castellano, Georgia Sakka

The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their…

International social entrepreneurship and social value creation in cause-related marketing through personal relationships and accountability

Teck-Yong Eng, Sena Ozdemir, Suraksha Gupta, Rama Prasad Kanungo

Drawing on the resource-based view (RBV) and literature on relational embeddedness and network ties, we examine how personal relationships of international social entrepreneurs…

An assessment of the literature on cause-related marketing: implications for international competitiveness and marketing research

Demetris Vrontis, Michael Christofi, Constantine S. Katsikeas

A substantial, albeit scattered, body of research evidence is accumulating in the cause-related marketing (CRM) research stream. Thus, there is a need of a systematic overview of…