Anthropomorphism and its implications for advertising hotel brands
| Autor: | Haemoon Oh, Seonjeong (Ally) Lee |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Marketing
GeneralLiterature_INTRODUCTORYANDSURVEY business.industry 05 social sciences Appeal Marketing communication Advertising Competition (economics) 0502 economics and business 050211 marketing Business InformationSystems_MISCELLANEOUS Accommodation ComputingMilieux_MISCELLANEOUS 050203 business & management Sociality Hotel industry |
| Zdroj: | Journal of Business Research. 129:455-464 |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2019.09.053 |
| Popis: | Given increased branding competition in the hotel industry, it is imperative to explore the importance of marketing communications in generating desirable customer responses. Building on previous anthropomorphism research, two experiments in this research explore the role of anthropomorphism-based communications for hotel brands. Study 1 investigates the moderating role of sociality via accommodation type, and Study 2 examines the moderating effect of effectance on the relationship between anthropomorphism and customers’ responses via appeal type. These interaction effects enhance perceived warmth, leading to customers’ higher visit intentions. Consistent with the tenets of anthropomorphism, we find anthropomorphism qualifies as an effective hotel communication strategy. Results also provide insights into when anthropomorphism-based communications become more effective in hotel advertising strategies. |
| Databáze: | OpenAIRE |
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