Familiarity and format: cause-related marketing promotions in international markets Articles uri icon

publication date

  • October 2019

start page

  • 901

end page

  • 921


  • 5


  • 37

International Standard Serial Number (ISSN)

  • 0265-1335

Electronic International Standard Serial Number (EISSN)

  • 1758-6763


  • 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 and for that reason, many brands form alliances with well-known charities familiar to the consumer, hoping that the trust and goodwill generated by the charity will be transferred to the brand. The authors manipulate price and donation presentation formats to show an alternative means for overcoming skepticism.


  • cause-related marketing; familiarity; donation frames; skepticism; promotions; international marketing