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

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Author(s): Sager Alharthi (University of New England, Australia), Fredy-Roberto Valenzuela (University of New England, Australia)and Josie Fisher (University of New England, Australia)
Copyright: 2015
Pages: 28
Source title: Emerging Research on Islamic Marketing and Tourism in the Global Economy
Source Author(s)/Editor(s): Hatem El-Gohary (Birmingham City University Business School, UK & Cairo University Business School, Egypt)and Riyad Eid (United Arab Emirates University, UAE & Tanta University, Egypt)
DOI: 10.4018/978-1-4666-6272-8.ch003

Keywords: Business & Management / Business Science Reference / Global Business / Hospitality, Travel, and Tourism Management

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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.

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

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