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Framing effective cause-related marketing message online.

Kim, Hye Rhim, Tussyadiah, Iis P. and Jago, Leo (2019) Framing effective cause-related marketing message online. e-Review of Tourism Research, 17 (3). pp. 452-459.

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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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Kim, Hye Rhimhyerhim.kim@surrey.ac.uk
Tussyadiah, Iis P.i.tussyadiah@surrey.ac.uk
Jago, Leoleo.jago@surrey.ac.uk
Date : 2019
Copyright Disclaimer : Copyright 2019 The Authors
Uncontrolled Keywords : Cause-related marketing; Advertising; Reputation; Hotel brand evaluation; Emotional response; Biometric research
Related URLs :
Depositing User : Diane Maxfield
Date Deposited : 23 Jan 2020 14:28
Last Modified : 18 Feb 2020 10:27
URI: http://epubs.surrey.ac.uk/id/eprint/853372

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