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    Cause-related marketing and ethnocentrism: the moderating effects of geographic scope and perceived economic threat

    Boulouta, Ioanna and Manika, D. (2021) Cause-related marketing and ethnocentrism: the moderating effects of geographic scope and perceived economic threat. Sustainability 14 (1), p. 292. ISSN 2071-1050.

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    Amongst the various factors that managers need to consider when designing a CRM campaign is the cause’s geographic scope, i.e., should the CRM campaign benefit local, national, or international communities? Although previous research has examined the importance of geographic scope in the effectiveness of the CRM campaigns, it has largely ignored consumer reactions to CRM campaigns from a local cultural identity perspective, such as ethnocentric identity. This study brings together these two important factors to examine (through the lens of Social Identity Theory) how consumer ethnocentrism affects CRM effectiveness in campaigns varying in geographic scope. We test our hypotheses through an experimental study of 322 British consumers and three different geographic scopes (UK, Greece, and Ethiopia). Our results show that ethnocentric consumers show a positive bias towards products advertised through national CRM campaigns; however, there is a diversity of reactions towards different international geographic scopes, based on the levels of ‘perceived economic threat’. Ethnocentric consumers prefer international CRM campaigns that benefit people located in a country posing a lower vs. a higher economic threat to the domestic economy and the self. Our study contributes to a broader understanding of factors affecting the effectiveness of CRM campaigns and help managers design better CRM campaigns by carefully selecting the geographic scope, after considering a rising consumer segment: the ethnocentric consumer.


    Item Type: Article
    Keyword(s) / Subject(s): cause-related marketing; consumer ethnocentrism; purchase intentions; social identity theory
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Research Centres and Institutes: Responsible Business Centre
    Depositing User: Ioanna Boulouta
    Date Deposited: 14 Mar 2022 14:17
    Last Modified: 02 Aug 2023 18:15


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