DC FieldValueLanguage
dc.contributorSchool of Hotel and Tourism Managementen_US
dc.contributorInstitute of Textiles and Clothingen_US
dc.creatorGao, Yen_US
dc.creatorWu, Len_US
dc.creatorShin, Jen_US
dc.creatorMattila, ASen_US
dc.date.accessioned2021-04-09T08:51:19Z-
dc.date.available2021-04-09T08:51:19Z-
dc.identifier.issn1096-3480en_US
dc.identifier.urihttp://hdl.handle.net/10397/89556-
dc.language.isoenen_US
dc.publisherSAGE Publicationsen_US
dc.subjectCause-Related marketing (CRM)en_US
dc.subjectCutenessen_US
dc.subjectHospitality CRMen_US
dc.subjectRegulatory orientationen_US
dc.subjectVisual designen_US
dc.titleVisual design, message content, and benefit type : the case of a cause-related marketing campaignen_US
dc.typeJournal/Magazine Articleen_US
dc.identifier.spage761en_US
dc.identifier.epage779en_US
dc.identifier.volume44en_US
dc.identifier.issue5en_US
dc.identifier.doi10.1177/1096348020911444en_US
dcterms.abstractEngaging consumers in a firm’s prosocial initiatives can generate favorable responses. As such, cause-related marketing (CRM) advertisements typically employ various content and design elements to engage consumers. However, the appropriate integration of advertising elements has gained little research attention. To fill this void, this study focuses on the joint effect of benefit type (self-benefits vs. other-benefits), message content (prevention focused vs. promotion focused) and visual design (cute vs. aggressive) on customers’ CRM engagement. While previous research suggests that emphasizing self-benefits (vs. other-benefits) of giving is more effective, our findings indicate that the effectiveness of self-benefit appeals is contingent on the fit between regulatory focus of the message and visual design. This study contributes to the growing literature on CRM by illuminating the interplay of various advertising elements and providing guidelines for hospitality managers in promoting CRM campaigns. Additional theoretical and managerial implications are discussed.en_US
dcterms.bibliographicCitationJournal of hospitality and tourism research, 1 June 2020, v. 44, no. 5, p. 761-779en_US
dcterms.isPartOfJournal of hospitality and tourism researchen_US
dcterms.issued2020-06-
dc.identifier.scopus2-s2.0-85082135560-
dc.identifier.eissn1557-7554en_US
dc.description.validate202104 bcrcen_US
dc.description.oaNot applicableen_US
dc.identifier.FolderNumbera0664-n16-
dc.identifier.SubFormID816-
dc.description.fundingSourceSelf-fundeden_US
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