Framing corporate social responsibility for a controversial product. Issue 8 (13th October 2018)

• Record Type: Journal Article
• Authors: Lee, Sang Yeal; Lee, Ji Young; Cho, Yong-Suk
• Is Part Of: Journal of travel & tourism marketing. Volume 35:Issue 8(2018)
• Page Start: 988
• Page End: 999
• Publication Date: 2018-10-13
• Subjects: Casino -- hospitality marketing -- controversial product -- corporate social responsibility (CSR) -- issue importance -- persuasive intent -- persuasion knowledge -- moderated mediation -- persuasion resistance; Tourism -- Periodicals; 338.47910688
• DOI: 10.1080/10548408.2018.1468852
• Languages: English
• ISSNs: 1054-8408

Abstract

ABSTRACT: Firms operating casino businesses such as casino hotels often face scrutiny with heightened suspicion regarding the intent of the corporate social responsibility (CSR) initiative. This study examined how persuasive intent and the CSR issue influenced consumers' processing of a CSR initiative for a casino hotel. The results of an experiment showed that participants reacted favorably to a CSR initiative, but such positive reactions disappeared when persuasive intent was explicit in the CSR message. This study further explored the underlying mechanism by testing a moderated mediation model in which issue importance in a CSR initiative acted as a moderator.