2020
DOI: 10.1177/1096348020911444
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Visual Design, Message Content, and Benefit Type: The Case of A Cause-Related Marketing Campaign

Abstract: Engaging consumers in a firm’s prosocial initiatives can generate favorable responses. As such, cause-related marketing (CRM) advertisements typically employ various content and design elements to engage consumers. However, the appropriate integration of advertising elements has gained little research attention. To fill this void, this study focuses on the joint effect of benefit type (self-benefits vs. other-benefits), message content (prevention focused vs. promotion focused) and visual design (cute vs. aggr… Show more

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Cited by 33 publications
(45 citation statements)
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References 71 publications
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“…CSR marketing has become an important theme within the hospitality industry (Gao et al , 2020; Nyahunzvi, 2013; Wu et al , 2017; Zhang, 2014). The current research aims to understand the effectiveness of donation appeals containing warmth-focused and competence-focused messages in hospitality CSR marketing.…”
Section: Discussionmentioning
confidence: 99%
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“…CSR marketing has become an important theme within the hospitality industry (Gao et al , 2020; Nyahunzvi, 2013; Wu et al , 2017; Zhang, 2014). The current research aims to understand the effectiveness of donation appeals containing warmth-focused and competence-focused messages in hospitality CSR marketing.…”
Section: Discussionmentioning
confidence: 99%
“…Undoubtedly, corporate social responsibility (CSR) has recently garnered considerable attention in the hospitality industry (Gao et al , 2020; Nyahunzvi, 2013; Wu et al , 2017; Zhang, 2014). A large body of hospitality research demonstrates that practicing CSR not only benefits society but also boosts a brand’s revenue and cultivates customer loyalty (Abaeian et al , 2019; Choi and Seo, 2019; Martínez and Del Bosque, 2013; Nyahunzvi, 2013; Shafieizadeh and Tao, 2020).…”
Section: Introductionmentioning
confidence: 99%
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“…Hence, they are more aligned with social goals embedded in altruistic values (e.g., protecting the environment for everyone's benefit), than to personal goals associated with health benefits or economic savings (Kareklas et al, 2014). While understanding consumption purposes can be a complex task (Bialkova & van Trijp, 2011), taken together, these findings indicate that the effectiveness of an appeal type is contingent on the specific consumption goals and context (Gao et al, 2020). Hence, for this paper's research objective, it is reasonable to assume that the underlying consumption motivations in the tourism setting influence the effectiveness of interventions to induce particular food choices.…”
Section: Self-benefit Appeals Vs Other-benefit Appealsmentioning
confidence: 96%
“…This marketing strategy is either relation-based or competition-oriented. In a similar fashion, any charitable conduct is shaped by the connection between the charitable parties (giver–receiver) or by individual characteristics defining concepts akin to power (Gao et al , 2020). In Saudi Arabia, banks and service-oriented corporations providers focus on CrM more than product-oriented companies do.…”
Section: Introductionmentioning
confidence: 99%