The Effectiveness of Online Cause-Related Marketing Message Framing on Hotel Brand Evaluation

Hye Rhim Kim

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.


Key words:

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

This publication uses Eye Tracking Screen Based, Facial Expression Analysis and GSR which is fully integrated into iMotions Lab

Learn more