Framing effective cause-related marketing message online

Authors

  • Hye-Rhim Kim School of Hospitality & Tourism Management Faculty of Arts and Social Sciences University of Surrey
  • Iis P. Tussyadiah School of Hospitality & Tourism Management Faculty of Arts and Social Sciences University of Surrey
  • Leo Jago School of Hospitality & Tourism Management Faculty of Arts and Social Sciences University of Surrey

Keywords:

cause-related marketing, advertising, reputation, hotel brand evaluation, emotional response, biometric research

Abstract

The purpose of this study is to examine the interaction effect between online Cause-Related  Marketing (CRM) advertisements and brand reputation on consumers’ brand evaluation in the hotel industry. Two experimental studies were conducted: (1) a survey-based experiment that demonstrates the moderating role of brand reputation, and (2) a laboratory experiment using psychophysiological measurements of emotional reactions that additionally examines the impact of consumers’ emotional responses to CRM advertisements on hotel’s pro-social initiatives, thereby complementing Study I’s findings. 

Author Biographies

Hye-Rhim Kim, School of Hospitality & Tourism Management Faculty of Arts and Social Sciences University of Surrey

Hye-Rhim Kim is Ph.D candidate in School of Hospitality and Tourism Management at the University of Surrey in the UK. Her research interests include information technology, marketing and consumer behavior.

Iis P. Tussyadiah, School of Hospitality & Tourism Management Faculty of Arts and Social Sciences University of Surrey

Iis P. Tussyadiah is Professor of Intelligent Systems in Service and Head of Department of Hospitality in School of Hospitality and Tourism Management at University of Surrey. Her research interests lie in the intersection of information systems and consumer behavior.

Leo Jago, School of Hospitality & Tourism Management Faculty of Arts and Social Sciences University of Surrey

Leo Jago is an Emeritus Professor in the School of Hospitality and Tourism Management at the University of Surrey in the UK and a Professor in Events in the Griffith Institute for Tourism at Griffith University.

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Published

2019-12-12

How to Cite

Kim, H.-R., Tussyadiah, I. P. and Jago, L. (2019) “Framing effective cause-related marketing message online”, e-Review of Tourism Research, 17(3). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/528 (Accessed: 16January2021).

Issue

Section

Late Breaking Results