Exploring the effective restaurant CrM ad
通过实验比较图文结合与纯文字善因营销广告对餐厅顾客态度和行为意向的影响，发现图文结合更有效，且效果因社会事业类型而异。
Purpose This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of text, on the attitudes and behavioral intentions of restaurant customers, and to see if the impact varies across four categories of social causes (health, animal welfare, human services and the environment). Design/methodology/approach This experimental study uses a 2 (type of message) × 4 (cause category) between-subjects design. Findings Restaurant messages that combine text and visuals are more effective than restaurant messages with only text in engendering positive attitudinal and behavioral responses. This paper also found interaction effects between advertisement type and cause category on individuals’ responses (i.e. attitudes and behavioral intentions). Practical implications The messaging strategies suggested by this research will allow the restaurant industry to capitalize on the value of cause-related marketing initiatives. Originality/value This research contributes to the hospitality literature by expanding the realm of research on effective cause-related marketing initiatives.