The impact of Cause-related Marketing (CrM) on service brand switching intentions : The case of the telecommunications services in Egypt / Sara Osama Hassan Hosny Salem ; Supervised Ehab Mohamed Hassan AbouAish

Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

Cause-related Marketing (CrM) is different since its charitable contribution is dependent on the sale of the firm{u2019}s products or services. Many studies investigated the effect of CrM on variables such as attitudes, purchase intention, and brand loyalty {u2026}etc. However, very few studies investigated strategic and tactical CrM and their differential effects (e.g. Van den Brink, et al., 2006). Hence, this research aims to investigate the impact of strategic vs. tactical CrM on customer{u2019}s intention to switch service providers in the mobile phone services sector. This research went through two main stages. In the first stage, a qualitative exploratory study of eleven interviews with university students was conducted to explore the relationship between CrM and service switching intention, gain an insight about the different effects of strategic vs. tactical CrM on switching intention, and to explore whether the switching motivators identified by Bansal, Taylor, & James (2005) may mediate the relationship between CrM and switching intention. The preliminary insights gained hinted that CrM might have an effect on perceived emotional value, trust, commitment, customer satisfaction, and attitude towards switching. The second stage involved an experimental study to assess the impact of strategic vs. tactical CrM on switching intention and to test the hypothesised conceptual model. The responses of 193 participants to a self-administered survey were used for data analysis using partial least squares (PLS-SEM)

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