The impact of strategic vs. tactical cause-related marketing on switching intention

This research aims to investigate the impact of strategic vs. tactical Cause-related Marketing (CrM) on customer’s intention to switch service providers. Strategic and tactical CrM differ in the level of the following dimensions: company-cause congruence, duration, amount of invested resources, and top management involvement in CrM. The experimental design was used to test the conceptual model in the context of mobile phone services in Egypt....