One Size Fits All? How CSR Communication Influences Donation and Revisit Intention Differently in Local Independent and Chain Restaurants

Author:

Lin Michael S.1ORCID,Yeon Jihwan2ORCID,Zhang Lu3

Affiliation:

1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong

2. College of Hospitality and Tourism Management, Sejong University, Seoul, Korea

3. School of Hospitality Business, Michigan State University, East Lansing, MI, USA

Abstract

Considering that limited research has been conducted to explore corporate social responsibility (CSR) initiatives in the local brand context, compared to the global brand context, this study is to bridge the gap by comparing CSR initiatives in local independent restaurants with those of international chain restaurants. Two studies were performed to examine the impact of CSR type and construal level in CSR messages using experimental designs. In addition, the mediating effects of perceived warmth and competence were examined as potential psychological mechanisms explaining consumers’ reactions. Findings show that consumers are more likely to donate to CSR initiatives of chain restaurants and revisit them when the initiatives lean toward local community CSR rather than global environmental CSR. Also, consumers prefer local community CSR initiatives that are presented in detail in local independent restaurants. This study also reveals different mediating effects of perceived warmth and competence in relation to CSR type, restaurant type, and consumer behaviors.

Funder

Hong Kong Polytechnic University

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management,Education

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Responsible Tourism and Hospitality;Journal of Hospitality & Tourism Research;2024-01-19

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3