A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing
Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary...
Gespeichert in:
Veröffentlicht in: | Journal of hospitality & tourism research (Washington, D.C.) D.C.), 2024-05, Vol.48 (4), p.622-638 |
---|---|
Hauptverfasser: | , , , |
Format: | Artikel |
Sprache: | eng |
Schlagworte: | |
Online-Zugang: | Volltext |
Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
container_end_page | 638 |
---|---|
container_issue | 4 |
container_start_page | 622 |
container_title | Journal of hospitality & tourism research (Washington, D.C.) |
container_volume | 48 |
creator | Piao, Zhenxian (Zoey) Kang, Gi Won Kim, Sung-Eun Bai, Billy |
description | Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary fit on perceived authenticity and purchase intention by product type and message appeal. A 2 (product type: utilitarian/hedonic) x 2 (message appeal: absence/presence) between-subjects experimental design was conducted. The findings reveal that promoting hedonic products can increase the effect of complementary fit on the perception of authenticity toward the campaign and land purchase intention with a positive impact. Particularly, this effect is contingent on message appeal. The positive effect of complementarity on purchase intention through perceived authenticity is more significant when a message is present. This study leverages attribute theory and cognitive dissonance theory to examine the effects of complementary fit between product and cause, product type, and message appeal on customers’ perceptions of authenticity and behaviors in the restaurant context. These insights not only contribute to academic knowledge but also help practitioners to navigate the dynamics of cause-related marketing to drive successful campaign outcomes. |
doi_str_mv | 10.1177/10963480231187874 |
format | Article |
fullrecord | <record><control><sourceid>proquest_cross</sourceid><recordid>TN_cdi_proquest_journals_3037789817</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sage_id>10.1177_10963480231187874</sage_id><sourcerecordid>3037789817</sourcerecordid><originalsourceid>FETCH-LOGICAL-c369t-50135ad7241f489790a5a24f410ecac202c8eebe1649e8a02abe8d37e22a83643</originalsourceid><addsrcrecordid>eNp1kM1LAzEQxRdRsFb_AG8LnlPztZust1I_oWIRxZMs03TaptZsTbJC_3tTVuhBPM3A-715j8myc0YHjCl1yWhVCqkpF4xppZU8yHqsKBRRRSEP0550sgOOs5MQVjSBWpe97H2YXzcOom0cebNxSSatN0sImEPMIX_GEKH14OJVPkFv0H7jLB-2cYkuWmPjNrcucSNoAxKPa4hJfwT_gdG6xWl2NId1wLPf2c9eb29eRvdk_HT3MBqOiRFlFUlBmShgprhkc6krVVEogMu5ZBQNGE650YhTZKWsUAPlMEU9Ewo5By1KKfrZRXd345uvNnWuV03rXYqsBRVK6UozlSjWUcY3IXic1xtvP8Fva0br3RfrP19MnrzzoGmcDXvHribnomQJGXRIgAXug_-_-QPOans_</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>3037789817</pqid></control><display><type>article</type><title>A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing</title><source>Access via SAGE</source><creator>Piao, Zhenxian (Zoey) ; Kang, Gi Won ; Kim, Sung-Eun ; Bai, Billy</creator><creatorcontrib>Piao, Zhenxian (Zoey) ; Kang, Gi Won ; Kim, Sung-Eun ; Bai, Billy</creatorcontrib><description>Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary fit on perceived authenticity and purchase intention by product type and message appeal. A 2 (product type: utilitarian/hedonic) x 2 (message appeal: absence/presence) between-subjects experimental design was conducted. The findings reveal that promoting hedonic products can increase the effect of complementary fit on the perception of authenticity toward the campaign and land purchase intention with a positive impact. Particularly, this effect is contingent on message appeal. The positive effect of complementarity on purchase intention through perceived authenticity is more significant when a message is present. This study leverages attribute theory and cognitive dissonance theory to examine the effects of complementary fit between product and cause, product type, and message appeal on customers’ perceptions of authenticity and behaviors in the restaurant context. These insights not only contribute to academic knowledge but also help practitioners to navigate the dynamics of cause-related marketing to drive successful campaign outcomes.</description><identifier>ISSN: 1096-3480</identifier><identifier>EISSN: 1557-7554</identifier><identifier>DOI: 10.1177/10963480231187874</identifier><language>eng</language><publisher>Los Angeles, CA: SAGE Publications</publisher><subject>Anniversaries ; Authenticity ; Cognitive dissonance ; Marketing ; Purchase intention</subject><ispartof>Journal of hospitality & tourism research (Washington, D.C.), 2024-05, Vol.48 (4), p.622-638</ispartof><rights>The Author(s) 2023</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c369t-50135ad7241f489790a5a24f410ecac202c8eebe1649e8a02abe8d37e22a83643</citedby><cites>FETCH-LOGICAL-c369t-50135ad7241f489790a5a24f410ecac202c8eebe1649e8a02abe8d37e22a83643</cites><orcidid>0000-0001-7066-3721 ; 0000-0002-7350-4264</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://journals.sagepub.com/doi/pdf/10.1177/10963480231187874$$EPDF$$P50$$Gsage$$H</linktopdf><linktohtml>$$Uhttps://journals.sagepub.com/doi/10.1177/10963480231187874$$EHTML$$P50$$Gsage$$H</linktohtml><link.rule.ids>314,780,784,21819,27924,27925,43621,43622</link.rule.ids></links><search><creatorcontrib>Piao, Zhenxian (Zoey)</creatorcontrib><creatorcontrib>Kang, Gi Won</creatorcontrib><creatorcontrib>Kim, Sung-Eun</creatorcontrib><creatorcontrib>Bai, Billy</creatorcontrib><title>A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing</title><title>Journal of hospitality & tourism research (Washington, D.C.)</title><description>Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary fit on perceived authenticity and purchase intention by product type and message appeal. A 2 (product type: utilitarian/hedonic) x 2 (message appeal: absence/presence) between-subjects experimental design was conducted. The findings reveal that promoting hedonic products can increase the effect of complementary fit on the perception of authenticity toward the campaign and land purchase intention with a positive impact. Particularly, this effect is contingent on message appeal. The positive effect of complementarity on purchase intention through perceived authenticity is more significant when a message is present. This study leverages attribute theory and cognitive dissonance theory to examine the effects of complementary fit between product and cause, product type, and message appeal on customers’ perceptions of authenticity and behaviors in the restaurant context. These insights not only contribute to academic knowledge but also help practitioners to navigate the dynamics of cause-related marketing to drive successful campaign outcomes.</description><subject>Anniversaries</subject><subject>Authenticity</subject><subject>Cognitive dissonance</subject><subject>Marketing</subject><subject>Purchase intention</subject><issn>1096-3480</issn><issn>1557-7554</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2024</creationdate><recordtype>article</recordtype><recordid>eNp1kM1LAzEQxRdRsFb_AG8LnlPztZust1I_oWIRxZMs03TaptZsTbJC_3tTVuhBPM3A-715j8myc0YHjCl1yWhVCqkpF4xppZU8yHqsKBRRRSEP0550sgOOs5MQVjSBWpe97H2YXzcOom0cebNxSSatN0sImEPMIX_GEKH14OJVPkFv0H7jLB-2cYkuWmPjNrcucSNoAxKPa4hJfwT_gdG6xWl2NId1wLPf2c9eb29eRvdk_HT3MBqOiRFlFUlBmShgprhkc6krVVEogMu5ZBQNGE650YhTZKWsUAPlMEU9Ewo5By1KKfrZRXd345uvNnWuV03rXYqsBRVK6UozlSjWUcY3IXic1xtvP8Fva0br3RfrP19MnrzzoGmcDXvHribnomQJGXRIgAXug_-_-QPOans_</recordid><startdate>20240501</startdate><enddate>20240501</enddate><creator>Piao, Zhenxian (Zoey)</creator><creator>Kang, Gi Won</creator><creator>Kim, Sung-Eun</creator><creator>Bai, Billy</creator><general>SAGE Publications</general><general>SAGE PUBLICATIONS, INC</general><scope>OQ6</scope><scope>AAYXX</scope><scope>CITATION</scope><orcidid>https://orcid.org/0000-0001-7066-3721</orcidid><orcidid>https://orcid.org/0000-0002-7350-4264</orcidid></search><sort><creationdate>20240501</creationdate><title>A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing</title><author>Piao, Zhenxian (Zoey) ; Kang, Gi Won ; Kim, Sung-Eun ; Bai, Billy</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c369t-50135ad7241f489790a5a24f410ecac202c8eebe1649e8a02abe8d37e22a83643</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2024</creationdate><topic>Anniversaries</topic><topic>Authenticity</topic><topic>Cognitive dissonance</topic><topic>Marketing</topic><topic>Purchase intention</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Piao, Zhenxian (Zoey)</creatorcontrib><creatorcontrib>Kang, Gi Won</creatorcontrib><creatorcontrib>Kim, Sung-Eun</creatorcontrib><creatorcontrib>Bai, Billy</creatorcontrib><collection>ECONIS</collection><collection>CrossRef</collection><jtitle>Journal of hospitality & tourism research (Washington, D.C.)</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Piao, Zhenxian (Zoey)</au><au>Kang, Gi Won</au><au>Kim, Sung-Eun</au><au>Bai, Billy</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing</atitle><jtitle>Journal of hospitality & tourism research (Washington, D.C.)</jtitle><date>2024-05-01</date><risdate>2024</risdate><volume>48</volume><issue>4</issue><spage>622</spage><epage>638</epage><pages>622-638</pages><issn>1096-3480</issn><eissn>1557-7554</eissn><abstract>Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary fit on perceived authenticity and purchase intention by product type and message appeal. A 2 (product type: utilitarian/hedonic) x 2 (message appeal: absence/presence) between-subjects experimental design was conducted. The findings reveal that promoting hedonic products can increase the effect of complementary fit on the perception of authenticity toward the campaign and land purchase intention with a positive impact. Particularly, this effect is contingent on message appeal. The positive effect of complementarity on purchase intention through perceived authenticity is more significant when a message is present. This study leverages attribute theory and cognitive dissonance theory to examine the effects of complementary fit between product and cause, product type, and message appeal on customers’ perceptions of authenticity and behaviors in the restaurant context. These insights not only contribute to academic knowledge but also help practitioners to navigate the dynamics of cause-related marketing to drive successful campaign outcomes.</abstract><cop>Los Angeles, CA</cop><pub>SAGE Publications</pub><doi>10.1177/10963480231187874</doi><tpages>17</tpages><orcidid>https://orcid.org/0000-0001-7066-3721</orcidid><orcidid>https://orcid.org/0000-0002-7350-4264</orcidid></addata></record> |
fulltext | fulltext |
identifier | ISSN: 1096-3480 |
ispartof | Journal of hospitality & tourism research (Washington, D.C.), 2024-05, Vol.48 (4), p.622-638 |
issn | 1096-3480 1557-7554 |
language | eng |
recordid | cdi_proquest_journals_3037789817 |
source | Access via SAGE |
subjects | Anniversaries Authenticity Cognitive dissonance Marketing Purchase intention |
title | A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing |
url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2024-12-23T14%3A02%3A58IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_cross&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=A%20Donation-With-Purchase%20at%20a%20Restaurant:%20Perceived%20Authenticity%20in%20a%20Cause-related%20Marketing&rft.jtitle=Journal%20of%20hospitality%20&%20tourism%20research%20(Washington,%20D.C.)&rft.au=Piao,%20Zhenxian%20(Zoey)&rft.date=2024-05-01&rft.volume=48&rft.issue=4&rft.spage=622&rft.epage=638&rft.pages=622-638&rft.issn=1096-3480&rft.eissn=1557-7554&rft_id=info:doi/10.1177/10963480231187874&rft_dat=%3Cproquest_cross%3E3037789817%3C/proquest_cross%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=3037789817&rft_id=info:pmid/&rft_sage_id=10.1177_10963480231187874&rfr_iscdi=true |