Purpose: The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand in a new international market. One of the challenges CRM promotions face is skepticism toward the campaign...

Purpose – The purpose of this paper is to investigate the relationship between national culture and adoption of new products, ideas, or behaviour to suggest a framework for distinguishing between innovative and imitative behaviour. Design/methodology/approach – The four dimensions propounded...

Purpose – This study, conducted in Norway, aims to investigate whether increasing consumers' familiarity by repeating cause related marketing (CRM) claims helps in reducing their skepticism towards CRM campaigns. It also seeks to test whether the relationship between familiarity and skepticism...

Purpose – This paper aims to explore not only the utilitarian but also the hedonic persuasive effects of promotional techniques like 99-ending prices and the influence of consumers’ decision style when evaluating these appeals. Evidence suggests that retailers use 99-ending prices as a...

Purpose – This paper seeks to propose Albert Hirschman's theory of “exit, voice and loyalty” as a complementary conceptual framework to Hofstede's cultural dimensions and use them in conjunction to compare consumer satisfaction with services across cultures. Design/methodology/approach –...