The differential motivation and context effects of cause-related marketing in the hotel industry: The moderating role of consumption value |
| |
| Affiliation: | 1. School of Business and Tourism Management, Yunnan University, Kunming, 650091, China;2. Tourism and Social Administration College, Nanjing Xiaozhuang University, Nanjing, 211171, China;3. School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, WA 99164-4742, USA;4. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA 50011-1078, USA;5. School of Hospitality Business Management, Carson College of Business, Washington State University, Vancouver, WA 98686, USA;1. Villanova School of Business, Villanova University, 800 E. Lancaster Ave., Villanova, PA 19085, USA;2. Montpellier Business School, Avenue des Moulins 34080, Montpellier, France;3. Department of Economics, Lancaster University Management School, Lancaster LA1 4YX, United Kingdom;4. Hadelman Family Research Fellow, Isenberg School of Management, University of Massachusetts-Amherst, USA;1. Feliciano School of Business, Montclair State University, 1 Normal Ave, Montclair, NJ, 07043, United States;2. William F. Harrah College of Hospitality, University of Nevada Las Vegas, 4505 S. Maryland Parkway, Box 456021, Las Vegas, NV, 89154-6021, United States |
| |
| Abstract: | This study examined the effects of cause-related marketing (CM: when the consumer is both a donor and a buyer) on the hotel industry. It suggests that based on the double-entry bookkeeping model in which consumers consider the benefits and costs of CM products, two kinds of strategic CM messages were proposed: “benefit-focused” and “cost-focused.” The findings consequently showed that, for hedonic consumption, consumers have a higher intent to recommend CM products when they receive benefit-focused messages as compared to cost-focused messages; however, the opposite was found for utilitarian consumption. Additionally, factors that motivate consumers to choose CM products were investigated. Specifically, with regard to intent to recommend CM products, the respective mediating effects of guilt and “warm glow” on the interaction between message focus and consumption value were examined. Consequently, warm glow, but not guilt, showed a significant mediation effect in this regard. |
| |
| Keywords: | Cause-related marketing Benefit-focused message Cost-focused message Consumption value Guilt Warm glow |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
