Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

Amongst the various factors that managers need to consider when designing a CRM campaign is cause’s geographic scope, i.e., should benefit local, national, or international communities? Although previous research has examined importance of scope in effectiveness campaigns, it largely ignored consumer reactions campaigns from local cultural identity perspective, such as ethnocentric identity. This study brings together these two important examine (through lens Social Identity Theory) how ethnocentrism affects varying scope. We test our hypotheses through an experimental 322 British consumers and three different scopes (UK, Greece, Ethiopia). Our results show positive bias towards products advertised national campaigns; however, there diversity scopes, based on levels ‘perceived economic threat’. Ethnocentric prefer people located country posing lower vs. higher threat domestic economy self. contributes broader understanding affecting help design better by carefully selecting after considering rising segment: consumer.