University of Surrey
The effectiveness of online cause-related marketing message framing on hotel brand evaluation
This study aims to examine the interaction effect between advertising message framing (promotion-framed vs. prevention-framed) strategy and brand reputation (high vs. low) on consumers’ brand evaluation (brand attitude, word-of-mouth, purchase intention) in the context of CRM in the hotel industry.
Employing a multiple quantitative methods approach with two experimental studies, data were collected through a survey-based experiment (Study I: self-reported measures) and a laboratory experiment (Study II: psychophysiological measures). Study I examined the moderating role of brand reputation as well as consumer-related factors (processing fluency, social cause attitude, perceived fit) to illustrate how the relationship between message framing and brand reputation can be explained. The experiment was executed online with 248 UK-based participants.
As emotional arousal or engagement with advertisements has been proven to be an effective tool for social initiatives, Study II examined the impact of consumers’ emotional responses during an exposure to CRM advertisements, thereby complementing Study I’s findings. Using physiological measurements of automatic emotional reactions through biosensors (eye-tracking, facial expression, skin conductance), the data collection and analysis were facilitated by the iMotions software platform. A total 67 UK-based respondents were involved.
This study extends prior research on the relative persuasiveness of message framing, revealing that the two types of CRM message strategies evoked by advertising lead to different attitude and behavioural changes. Additionally, focusing on the role of brand reputation and emotions, the current study contributes to knowledge on how hotels can mitigate the potential negative implications of CRM by choosing the right communication content.
Have you done Research with iMotions?
We want to do more for researchers. Please contact us if you have done research using the iMotions Software Platform and would like to be featured here on our publications list and promoted to our community.