The Role of Collectivism on Positive Word-of-Mouth Persuasion in Cause-Related Marketing

Cause-related marketing (CRM) has received particular corporate interest, increasingly becoming a popular strategy to increase business value via profit-motivated giving. The study of CRM has spawned a substantial literature at the intersection of marketing and consumer psychology. Yet, despite a sufficient volume of articles that have accumulated over time, none of the CRM studies that focus on culture investigate its association with positive word-of-mouth (WOM) persuasion in a CRM context. Following several researchers' guidelines for conceptual contributions in marketing, the authors seek to assess how consumers belonging to societies are characterized by a specific cultural value dimension, namely collectivism, feel and think about positive WOM persuasion in a CRM context and create a contextual foundation within the CRM domain. The authors conclude with the implications for both academics and practitioners, and recognize new avenues for further research.