Sending warmth with corporate social responsibility communication: Leveraging consumers' need to belong. (March 2023)

• Record Type: Journal Article
• Authors: Shin, Joongwon; Hwang, Yoohee
• Is Part Of: Journal of hospitality and tourism management. Volume 54(2022)
• Page Start: 336
• Page End: 345
• Publication Date: 2023-03
• Subjects: Corporate social responsibility -- Brand logo -- Technology -- Need to belong -- Restaurant marketing; Hospitality industry -- Management -- Periodicals; Tourism -- Management -- Periodicals; Hospitality industry -- Australia -- Management -- Periodicals; Tourism -- Australia -- Management -- Periodicals; Hospitality industry -- Management; Tourism -- Management; Australia; Electronic journals; Periodicals; 338.4791068
• DOI: 10.1016/j.jhtm.2022.12.022
• Languages: English
• ISSNs: 1447-6770

Abstract

Abstract: Restaurant companies have actively communicated their prosocial endeavors, given the ever-increasing call for corporate social responsibility (CSR). This research delineates how the consumers' responses to brand logos and technology-focused messages in CSR communications are shaped by their need to belong. Study 1 shows that consumers with high belongingness needs evaluate a restaurant more favorably when a round (vs. angular) logo is included in its CSR communication, whereas such a tendency dissipates among consumers with low belongingness needs. Study 2 indicates that consumers with low belongingness needs evaluate a restaurant more favorably when technology is de-emphasized (vs. emphasized) in its CSR communication. However, their counterparts with high belongingness needs assess restaurants similarly, regardless of technology information. Perceived warmth of restaurants is a psychological mechanism underlying both studies' findings. These findings have theoretical and practical implications.