지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study aims to examine the effects of message framing of restaurant menus on customers’ perceptions (trust and immersion) and their willingness to pay a premium price. The contents of messages focused on a hypothetical restaurant’s cause-marketing activity. Four types of message framing were created: The first two types were varied by the presence and absence of the information about the current cause-marketing outcome, and the second two types were varied by positive and negative framing. The results showed that respondents in general had trust in cause-marketing messages and immersion of cause-marketing message by negative framing lead to positive influence of willingness to pay. Furthermore it had a significant effect on willingness to pay depending on cause-marketing message type and negative message framed messages showed an intention to willingness to pay a premium price. This study compared the difference in messages by type as an extension of the studies of cause-marketing messages in the past. The results of this study will be used for establishing effective marketing strategies for today’s foodservice companies and serve as objective data for setting differentiated prices under the circumstance where the importance of companies’ social responsibilities is growing.
목차
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참고문헌 (33)
참고문헌 신청
Aaker, J. L. / 1997 / Dimensions of brand personality / Journal of Marketing Research : 347 ~ 356
Anderson, E. / 1992 / The use of pledges to build and sustain commitment in distribution channels / Journal of Marketing Research : 18 ~ 34
Anderson, J. C / 1990 / A model of distributor firm and manufacturer firm working partnerships / Journal of Marketing 54 (1)
Anderson, N. H. / 1963 / Effects of concomitant verbal recall on order effects in personality impression formation / Journal of Verbal Learning and Verbal Behavior 2 (5) : 3
Arnott, N. / 1994 / Marketing with a passion / sales and marketingmanagement 146 (64-71)
Anderson, E. / 1992 / The use of pledges to build and sustain commitment in distribution channels / Journal of Marketing Research : 18 ~ 34
Anderson, J. C / 1990 / A model of distributor firm and manufacturer firm working partnerships / Journal of Marketing 54 (1)
Anderson, N. H. / 1963 / Effects of concomitant verbal recall on order effects in personality impression formation / Journal of Verbal Learning and Verbal Behavior 2 (5) : 3
Arnott, N. / 1994 / Marketing with a passion / sales and marketingmanagement 146 (64-71)
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