University of Surrey

Test tubes in the lab Research in the ATI Dance Research

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.

528-1457-1-SM.pdf - Version of Record
Available under License Creative Commons Attribution.

Download (131kB) | Preview


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 :
Kim, Hye
Tussyadiah, Iis
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

Actions (login required)

View Item View Item


Downloads per month over past year

Information about this web site

© The University of Surrey, Guildford, Surrey, GU2 7XH, United Kingdom.
+44 (0)1483 300800