Sending warmth with corporate social responsibility communication: Leveraging consumers’ need to belong

Joongwon Shin, Yoohee Hwang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

2 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)336-345
Number of pages10
JournalJournal of Hospitality and Tourism Management
Volume54
DOIs
Publication statusPublished - Mar 2023

Keywords

  • Brand logo
  • Corporate social responsibility
  • Need to belong
  • Restaurant marketing
  • Technology

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

Fingerprint

Dive into the research topics of 'Sending warmth with corporate social responsibility communication: Leveraging consumers’ need to belong'. Together they form a unique fingerprint.

Cite this