Determinants of Saudi Consumers' Willingness to Participate in Cause-Related Marketing (CRM) Campaigns

Title
Determinants of Saudi Consumers' Willingness to Participate in Cause-Related Marketing (CRM) Campaigns
Publication Date
2014
Author(s)
Alharthi, Sager
Valenzuela-Abaca, Fredy
Fisher, Josie A
( author )
OrcID: https://orcid.org/0000-0002-4828-6410
Email: jfisher@une.edu.au
UNE Id une-id:jfisher
Editor
Editor(s): Hatem El-Gohary, Riyad Eid
Type of document
Book Chapter
Language
en
Entity Type
Publication
Publisher
IGI Global
Place of publication
Hershey, United States of America
Edition
1
Series
Research Essentials
DOI
10.4018/978-1-4666-6272-8.ch003
UNE publication id
une:16144
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.
Link
Citation
Emerging Research on Islamic Marketing and Tourism in the Global Economy, p. 42-69
ISBN
9781466662735
9781466662728
Start page
42
End page
69

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