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

Christofi, M, Leonidou, E, Vrontis, D, Kitchen, PJ ORCID: https://orcid.org/0000-0002-3128-9527 and Papasolomou, I 2015, 'Innovation and cause-related marketing success : a conceptual framework and propositions' , Journal of Services Marketing, 29 (5) , pp. 354-366.

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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.

Item Type:	Article
Schools:	Schools > Salford Business School
Journal or Publication Title:	Journal of Services Marketing
Publisher:	Emerald
ISSN:	0887-6045
Related URLs:	Publication
Depositing User:	Prof PJ Kitchen
Date Deposited:	24 Oct 2017 13:36
Last Modified:	27 Aug 2021 20:44
URI:	https://usir.salford.ac.uk/id/eprint/44153

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