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Title: Determinants of Saudi Consumers' Willingness to Participate in Cause-Related Marketing (CRM) Campaigns
Contributor(s): Alharthi, Sager (author); Valenzuela-Abaca, Fredy  (author); Fisher, Josie A  (author)orcid 
Publication Date: 2014
DOI: 10.4018/978-1-4666-6272-8.ch003
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Abstract: The current chapter explores how Saudi consumers perceive CRM campaigns, their awareness toward this kind of campaign, and then the effect of their perception on their willingness to participate in CRM campaigns in Saudi Arabia. In addition, it examines the effect of cause's attributes on the willingness to participate in CRM campaigns. The chapter discusses the results of 25 in-depth interviews with Saudi consumers that were conducted in one of the main shopping centres in Saudi Arabia. The following main themes emerged from the interviews: consumers' perception of CRM campaigns, matching between the charity and the company/brand, the importance of the cause to the consumer, and the proximity of the cause. In addition, results show the high impact of consumers' religious, moral, and cultural background on the decision to participate in a CRM campaign.
Publication Type: Book Chapter
Source of Publication: Emerging Research on Islamic Marketing and Tourism in the Global Economy, p. 42-69
Publisher: IGI Global
Place of Publication: Hershey, United States of America
ISBN: 9781466662735
Fields of Research (FoR) 2008: 150399 Business and Management not elsewhere classified
Fields of Research (FoR) 2020: 350399 Business systems in context not elsewhere classified
Socio-Economic Objective (SEO) 2008: 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Socio-Economic Objective (SEO) 2020: 280106 Expanding knowledge in commerce, management, tourism and services
HERDC Category Description: B1 Chapter in a Scholarly Book
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Series Name: Research Essentials
Editor: Editor(s): Hatem El-Gohary, Riyad Eid
Appears in Collections:Book Chapter

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