The effect of face on consumer responses to socially responsible hospitality brands : the role of consumption setting

Purpose
This study examines the effect of face on consumer responses to socially responsible hospitality brands and the influence of the consumption setting. Based on the literature on face concern, the consumption setting is expected to influence the effect of face on consumer responses to socially responsible brands.

Design/methodology/approach
An experimental design with face concern (low vs high) under two consumption settings (private vs public) was adopted for a fictitious hotel involved in community service. To test this design, 360 participants were recruited.

Findings
The results showed that face positively affected consumer responses to socially responsible hospitality brands. Consumers with a high (vs low) level of face concern had higher purchase intention and a greater propensity to spread positive word-of-mouth for hospitality brands with strong corporate social responsibility (CSR) associations. In addition, the favorable effect of face concern on consumer responses was more pronounced in a public consumption setting than in a private consumption setting.

Practical implications
Hospitality service managers could strengthen the physical evidence of CSR brands during service encounters. This strategy would be more effective for consumers who have a high level of face concern and lead to an increase in revisit intention.

Originality/value
This study highlights the effect of face on consumer responses to CSR brands and the influence of the consumption setting. Managerial implications for hospitality service managers regarding communication and brand management strategies are discussed.