CRM campaigns with choice for enhanced business process performance: The collectivist customers’ collaborative role for positive word-of-mouth

PurposeA 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.Design/methodology/approachSpecifically, 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.FindingsAdditionally, the analysis leads to specific research questions regarding the associations between these contrasts and positive WOM persuasion in a CRM context.Originality/valueFinally, the managerial and theoretical contributions are discussed, as well as directions for further research.