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.
| Original language | English |
|---|---|
| Pages (from-to) | 988-999 |
| Number of pages | 12 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 35 |
| Issue number | 8 |
| DOIs | |
| State | Published - 13 Oct 2018 |
| Externally published | Yes |
Keywords
- Casino
- controversial product
- corporate social responsibility (CSR)
- hospitality marketing
- issue importance
- moderated mediation
- persuasion knowledge
- persuasion resistance
- persuasive intent
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