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Full-Text Articles in Marketing
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 …
The Effectiveness Of Various Green Print Advertising Strategies For Budget And Luxury Hotel Segments, Safak Sahin
The Effectiveness Of Various Green Print Advertising Strategies For Budget And Luxury Hotel Segments, Safak Sahin
UNLV Theses, Dissertations, Professional Papers, and Capstones
This study aims to broaden knowledge about the effectiveness of the green (environmentally responsible) print advertising in the context of hotel industry. The development of green advertising and relevant studies in general marketing literature is discussed. After the gap of research in hospitality field is highlighted, the current study is introduced. Five by two between subjects experimental design is developed to understand if green advertisements perform better than non-green ones, and whether hotel segment (budget versus luxury) influences the effectiveness. Another goal of the study is to identify the best strategy or medium (text, logos, visual images, or a combination …