自信还是非自信？自我概念的清晰度如何影响客户对广告信息的反应

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-10-01 DOI:10.1016/j.ijhm.2024.103942

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引用次数: 0

摘要

尽管断言式广告在旅游和酒店业很普遍，但其效果仍不明确。本研究调查了顾客的自我概念清晰度（SCC）和品牌感知在他们对酒店、餐馆和旅游目的地等不同环境下的自信型广告的反应中所起的作用。五项研究表明，高SCC顾客更喜欢自信型广告信息，而低SCC顾客则更喜欢温和型广告，因为他们希望验证自己的自我概念。此外，品牌认知也调节了这种关系：高SCC顾客更喜欢有能力或中性品牌的自信广告，而低SCC顾客则更喜欢温暖或中性品牌的自信广告。这些发现有助于人们了解旅游和酒店业的广告效果，并为营销人员根据SCC和品牌个性制定有针对性的营销活动提供了有价值的见解。

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Assertive or non-assertive? How self-concept clarity influences customers’ responses to advertising messages

The effectiveness of assertive advertising in the travel and hospitality industry remains unclear, despite its prevalence. This study investigates the role of customers' self-concept clarity (SCC) and brand perception in their response to assertive ads across various contexts, including hotels, restaurants, and tourism destinations. Five studies reveal that high-SCC customers prefer assertive ad messages, while low-SCC customers favor a gentler approach, as they seek to verify their self-concepts. Additionally, brand perception moderates this relationship: high-SCC customers prefer assertive ads for competent or neutral brands, while low-SCC customers prefer them for warm or neutral brands. These findings contribute to the understanding of advertising effectiveness in the travel and hospitality industry and provide valuable insights for marketers to develop targeted campaigns based on SCC and brand personality.

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.