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)
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 found evidence that consumers prefer more prevention-framed messages (vs. promotion-framed) in CRM from hotels with a less reputable brand. That is, hotels with low reputation should point out the importance of avoiding a threat or danger in their charitable advertisements. 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.