Business Commons^™

Corporate Social Responsibility (Csr) Advertising And Consumer Responses In The Lodging Industry: Functions Of Green Marketing Motive And Appeal Type, Donghwan Yoon

Doctoral Dissertations

Hotel chains are increasingly engaging in corporate social responsibility (CSR) marketing to fulfill their social responsibilities. This study primarily aimed to contribute to the hospitality marketing literature and derive findings from the applied theoretical frameworks that would provide practical information for hotel CSR marketers. The study introduced three theoretical concepts: the information-processing model to provide a comprehensive framework of the attitude formation process, the attribution theory to explain the different effects of CSR motives, and the hierarchy-of-effects model to explain the relational effects of affect, cognition, and conation on consumer responses. In this sense, the study was conducted to test …