Purpose: Corporate social responsibility (CSR) marketing has become ubiquitous in the hospitality industry The purpose of this paper is to examine the effectiveness of donation appeals containing warmth-focused versus competence-focused messages in hospitality CSR marketing Moreover, we offer an innovative visual design strategy focusing on the typeface (handwritten vs machine-written) in donation appeals to encourage consumers’ donations and boost their brand loyalty Design/methodology/approach: This research used a 2 (message framing: warmth-focused vs competence-focused) × 2 (typeface: handwritten vs machine-written) between-subjects experimental design Findings: The findings suggest that donation appeals featuring warmth-focused messages combined with handwritten typeface and competence-focused messages combined with machine-written typeface can maximize donation intention and brand loyalty Furthermore, results from the moderated mediation analyses indicate that brand trust is the psychological mechanism underlying these effects Practical implications: Hospitality managers should use typeface design, which is easy and inexpensive to manipulate, to enhance the effectiveness of CSR marketing Specifically, for donation appeals featuring warmth-focused (competence-focused) messages, the handwritten (machine-written) typeface can boost consumers’ donation intention and brand loyalty Originality/value: To the best of the authors’ knowledge, this research is the first to reveal the competitive advantage of typeface design in hospitality CSR marketing This research sheds light on the congruency effects of message framing and typeface design in donation appeals on consumers’ donation intention and brand loyalty while using the contemporary context of The Coronavirus Disease 2019 to test the theory © 2020, Emerald Publishing Limited

中文翻译：

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“捐赠以帮助对抗COVID-19！” 字体如何影响企业社会责任营销的效果？

目的：企业社会责任（CSR）营销已在酒店业中无处不在本文的目的是检验在酒店CSR营销中包含以热情为重点和以能力为重点的信息的捐赠呼吁的有效性。此外，我们提供了创新的视觉设计旨在吸引消费者捐赠并提高其品牌忠诚度的捐赠呼吁中注重字体（手写与机器手写）的策略设计/方法/方法：这项研究使用了2（消息框架：关注温暖与胜任能力）×2 （字体：手写与机器编写）主题间实验设计研究结果表明，以温暖的信息与手写的字体相结合，以能力的信息与机器手写的字体相结合的捐赠呼吁可以最大程度地提高捐赠意图和品牌忠诚度。此外，主持人调解分析的结果表明，品牌信任是潜在的心理机制这些影响的实际意义：酒店管理者应使用易于操作且价格便宜的字体设计，以增强CSR营销的有效性。特别是对于以温暖为重点（以能力为重点）消息的手写呼吁（手写）字体可以提高消费者的捐赠意愿和品牌忠诚度原创性/价值：据作者所知，这项研究是第一个揭示字体设计在酒店企业社会责任营销中的竞争优势的研究。这项研究揭示了信息框架和字体设计在捐赠呼吁中对消费者捐赠意向和品牌忠诚度的共鸣效果，同时利用了冠状病毒疾病2019检验理论©2020，翡翠出版有限公司