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Jude’s Children’s Research Hospital ( Chili’s Grill and Bar, 2018). For instance, Chili’s uses the tagline “the power to fight cancer is in your hand” in its fundraising campaign for St. In contrast, donation appeals may adopt competence-focused messages such as confidence and capability to emphasize the ability to achieve an intention ( Zhang et al., 2019). For example, McDonald’s launches the Ronald McDonald House Charities campaign, featuring the slogans “give a little love” and “donate $1 or more to share a heart” to encourage charitable donations to families with a seriously sick child ( RMHC, 2018, 2019). Donation appeals may use warmth-focused messages that highlight friendliness, care and love to convey good intentions ( Zhang et al., 2019). Donation appeals containing warmth-focused and competence-focused messages are commonly seen in hospitality CSR marketing campaigns ( Chili’s Grill and Bar, 2018 RMHC, 2018, 2019). Jude Children’s Research Hospital, 2020 Samuely, 2020).Ĭonsidering the increasing importance of CSR marketing in the hospitality industry, it is crucial for hospitality marketers to gain a deeper understanding of donation appeals ( Choi et al., 2019 Mattila et al., 2016 Wu et al., 2017). Jude since 2002 but also enhanced consumers’ brand loyalty and sales for Chili’s ( St. This CSR practice not only has raised at least $72 million for St. Jude’s Children’s Research Hospital when they check out ( Samuely, 2020). For example, Chili’s encourages consumers to donate to St. Implementing fundraising programs (e.g., checkout charity at restaurants) is a common strategy to involve hospitality customers in making monetary donations to help others while strengthening customer-brand relationships ( Gao and Mattila, 2019 Wu et al., 2017). Importantly, customer participation plays a critical role in the success of hospitality CSR marketing, motivating hospitality organizations to develop various strategies and programs to engage consumers in their CSR efforts ( Giebelhausen et al., 2017 Mattila and Hanks, 2013 Wu et al., 2017). A large body of hospitality research demonstrates that practicing CSR not only benefits society but also boosts a brand’s revenue and cultivates customer loyalty ( Abaeian et al., 2019 Choi and Seo, 2019 Martínez and Del Bosque, 2013 Nyahunzvi, 2013 Shafieizadeh and Tao, 2020). Undoubtedly, corporate social responsibility (CSR) has recently garnered considerable attention in the hospitality industry ( Gao et al., 2020 Nyahunzvi, 2013 Wu et al., 2017 Zhang, 2014). Your gift helps provide urgently needed meals during this crisis. Open destination folder and locate file notes.txt, open it and read step by step.Copyright © 2020, Emerald Publishing LimitedĬOVID-19 EMERGENCY RESPONSE: More people are facing hunger. (If your antivirus blocking file, pause it or disable it for some time.)
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