Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 106, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2022.103287
Keywords
CSR message; Psychological ownership; Altruistic value; Perceived responsibility
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COVID-19 has caused the hospitality industry to focus more on the role of corporate social responsibility (CSR) messages. Study 1 examines the effects of CSR message and customer altruism, while Study 2 investigates the effect of psychological ownership and the mediating role of perceived responsibility. The results contribute to the understanding of CSR messages and provide implications for hospitality businesses.
COVID-19 has led the hospitality industry to increase focus on the role of corporate social responsibility (CSR) messages that can increase positive brand behaviors. Thus, Study 1 examines the effects of CSR message and customer altruism using a 2 (CSR message: cause promotion vs. advocacy advertising) x 2 (Customer altruistic values: high vs. low) between-subjects experimental design. Building upon Study 1's findings, Study 2 investigates the effect of psychological ownership and the mediating role of perceived responsibility using a 2 (CSR message: psychological ownership vs. cause promotion) x 2 (Customer altruistic values: high vs. low) between subjects' experiment. Results show the interaction effect of altruistic value and the moderated mediation effect of perceived responsibility, contributing to the gaps surrounding CSR messages as well as providing implications for hospitality businesses to optimize the application of CSR messages.
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