{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,1]],"date-time":"2026-06-01T22:28:27Z","timestamp":1780352907783,"version":"3.54.1"},"reference-count":86,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2019,11,18]],"date-time":"2019-11-18T00:00:00Z","timestamp":1574035200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["BPMJ"],"published-print":{"date-parts":[[2019,11,18]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>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.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>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.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Additionally, the analysis leads to specific research questions regarding the associations between these contrasts and positive WOM persuasion in a CRM context.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>Finally, the managerial and theoretical contributions are discussed, as well as directions for further research.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/bpmj-04-2019-0146","type":"journal-article","created":{"date-parts":[[2019,11,18]],"date-time":"2019-11-18T10:08:09Z","timestamp":1574071689000},"page":"1225-1239","source":"Crossref","is-referenced-by-count":14,"title":["CRM campaigns with choice for enhanced business process performance"],"prefix":"10.1108","volume":"26","author":[{"given":"Michael","family":"Christofi","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Alkis","family":"Thrassou","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hela","family":"Chebbi","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Zafar U.","family":"Ahmed","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Balakrishna","family":"Grandhi","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Lea","family":"Iaia","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"issue":"6","key":"key2020102715254334900_ref001","doi-asserted-by":"crossref","first-page":"120","DOI":"10.1509\/jm.14.0003","article-title":"Cause marketing effectiveness and the moderating role of price discounts","volume":"78","year":"2014","journal-title":"Journal of Marketing"},{"issue":"3","key":"key2020102715254334900_ref002","first-page":"174","article-title":"Examining the effects of cause-proximity and gender on consumers\u2019 response to cause-related marketing: evidence from Malaysia","volume":"3","year":"2011","journal-title":"International Journal of Marketing Studies"},{"issue":"7","key":"key2020102715254334900_ref003","doi-asserted-by":"crossref","first-page":"526","DOI":"10.1108\/JSM-01-2012-0019","article-title":"Customer reactions to service failure and recovery in the banking industry: the influence of switching costs","volume":"27","year":"2013","journal-title":"Journal of Services Marketing"},{"issue":"4","key":"key2020102715254334900_ref004","doi-asserted-by":"crossref","first-page":"496","DOI":"10.5465\/amr.1989.4308374","article-title":"Organizational theories: some Criteria for evaluation","volume":"14","year":"1989","journal-title":"Academy of Management Review"},{"issue":"2","key":"key2020102715254334900_ref005","doi-asserted-by":"crossref","first-page":"234","DOI":"10.1007\/s11747-017-0571-4","article-title":"Cause marketing and customer profitability","volume":"46","year":"2018","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"2","key":"key2020102715254334900_ref085","first-page":"21","article-title":"Determinants of consumer participation in cause? 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