The impact of the macro-environment on consumer scepticism towards cause-related marketing: insights from an economic crisis setting

Article

Priporas, C., Kamenidou, I., Nguyen, N. and Shams, R. 2020. The impact of the macro-environment on consumer scepticism towards cause-related marketing: insights from an economic crisis setting. International Marketing Review. 37 (5), pp. 841-861. https://doi.org/10.1108/IMR-04-2019-0124
TypeArticle
TitleThe impact of the macro-environment on consumer scepticism towards cause-related marketing: insights from an economic crisis setting
AuthorsPriporas, C., Kamenidou, I., Nguyen, N. and Shams, R.
Abstract

Purpose- The aim of this study was to explore how the macro-environment influences consumer scepticism towards cause-related marketing (CRM), especially in a turbulent economic setting.
Design/methodology/approach- An exploratory qualitative research study utilizing open ended, semi-structured Skype interviews with 26 respondents was conducted in a country experiencing economic crisis.
Findings- The findings demonstrate that respondents hold a strong scepticism toward CRM campaigns and they are more negative toward the CRM campaigns initiated by foreign enterprises as compared to the domestic ones. This can be attributed to ethnocentrism, or even antipathy or animosity towards foreign companies due to crisis. Furthermore, results reveal that the political and legal elements of the macro-environment have an impact on consumer scepticism towards CRM campaigns, while the impact of the economic crisis itself did not seem to be equally significant.
Originality/value- This work contributes to the existing literature of CRM as it is the first study that explores the impact of macro-environmental elements on consumer scepticism towards CRM within an economic turbulence setting.

PublisherEmerald
JournalInternational Marketing Review
ISSN0265-1335
Publication dates
Online17 Dec 2019
Print03 Dec 2020
Publication process dates
Deposited08 Nov 2019
Accepted30 Oct 2019
Output statusPublished
Accepted author manuscript
Copyright Statement

Publisher: Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher'.

Digital Object Identifier (DOI)https://doi.org/10.1108/IMR-04-2019-0124
LanguageEnglish
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