My research project
The effectiveness of online Cause-Related Marketing message framing on hotel brand evaluation
While companies make endeavour in different ways to the Cause-Related Marketing (CRM) campaigns they support, little is known about the effects of varying message appeals of CRM especially in online charity advertising by hotels.
My research focuses on the interaction effect between online CRM advertisement and brand reputation on consumers’ brand evaluation in the hotel industry, and how this relationship can be explained by consumer-related factors (process fluency, social cause attitude, perceived fit). As emotional arousal or engagement with advertisements has been proven to be an effective tool for social initiatives, a laboratory experiment using psychophysiological measurements of emotional reactions that additionally examines the impact of consumers’ emotional responses to CRM advertisements. Outcomes of this research can suggest an appropriate theoretical framing to understand this barely investigated area, but also provide meaningful findings to depict different viewpoint for enhancing the effectiveness of advertising especially message framing in hotel’s pro-social initiatives.
- Consumer behaviour and decision making
- Advertising and branding
- Service marketing
- Managing luxury brand creation and communication
- Psychophysiological study
- Determining consumer's emotions
- Corporate Social Responsibility (CSR) and Cause-Related Marketing (CRM)
A typical high-end film production generates several terabytes of data per day, either as footage from multiple cameras or as background information regarding the set (laser scans, spherical captures, etc). The EU project IMPART (impart.upf.edu) has been researching solutions that improve the integration and understanding of the quality of the multiple data sources to support creative decisions onset or near it, and an enhanced post-production as well. The main results covered in this paper are: a public multisource production dataset made available for research purposes, monitoring and quality assurance of multicamera set-ups, multisource registration, anthropocentric visual analysis for semantic content annotation, acceleration of 3D reconstruction, and integrated 2D-3D web visualization tools.
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.