Love is in the menu: Leveraging healthy restaurant brands with handwritten typeface

Liu, Stephanie Q.; Choi, SH; Mattila, Anna S.

doi:10.1016/j.jbusres.2019.02.022

Cited by 67 publications

(68 citation statements)

References 59 publications

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Section: Conceptual Backgroundmentioning

confidence: 99%

“…A growing body of research has demonstrated the important role of typeface design in persuasion (Celhay et al , 2015; Childers and Jass, 2002; Liu et al , 2019; Schroll et al , 2018; Rompay and Pruyn, 2011). Prior research suggests that typefaces can convey different meanings and influence consumers’ decision-making (Liu et al , 2019; Schroll et al , 2018). Besides the literal definition of the word, a word written in a certain typeface can convey implicit meanings based on visual characteristics of the typeface (Celhay et al , 2015; Childers and Jass, 2002).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

“…For example, Childers and Jass (2002) find that using a formal typeface (e.g., Empire Script) in a luxury car advertisement makes the car appear more luxurious, whereas using a casual typeface (e.g., Don Casual) in an advertisement for a casual pant make consumers perceive the pant as more casual. Recent hospitality research has begun to understand the role of menu typeface design in leveraging consumer responses (Liu et al , 2019; Magnini and Kim, 2016). For example, Magnini and Kim (2016) find that a menu presented in an italicized typeface can make consumers view the restaurant as upscale and high-quality.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

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“Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing?

Huang

Liu

2020

IJCHM

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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.

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Section: Conceptual Backgroundmentioning

confidence: 99%

Section: Conceptual Backgroundmentioning

confidence: 99%

Section: Conceptual Backgroundmentioning

confidence: 99%

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“Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing?

Huang

Liu

2020

IJCHM

Self Cite

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“…The study explained that handwritten typefaces create perceptions of human presence by enhancing the emotional attachment between the consumer and the product [4]. As for other research entitled Love is in the menu: Leveraging healthy restaurant brand with handwritten typeface has been found that handwritten typeface creates a competitive advantage by conveying a sense of human touch, which subsequently induces the perception that love is symbolically imbued in the restaurant's offerings [5]. From the previous researches there have not been found the effects of manual typography in outdoor promotional media.…”

Section: Introductionmentioning

confidence: 73%

Study of Typography in Pijat Gaul Banner in Surakarta

Utami¹,

Adib²,

Widodo³

2019

Proceedings of the Proceedings of the 1st Seminar and Workshop on Research Design, for Education, Social Science, Arts, and Hum

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Typography is the main element of graphic design as a communication tool all the time. The Letters are an important part of brand building, to influence audience perceptions, and deliver messages effectively. Over the past five years hand lettering has been extremely popular. However, the aesthetics of letters are become meaningless if they do not pay attention to the functions, include typography design in outdoor advertising. Typographic studies on Pijat Gaul banners in Surakarta aim to analyze the effectiveness of manual typography (hand lettering) on banners in conveying messages to audiences and building a brand image. The method used in the research is a qualitative approach, the theories used are aesthetics and typography. Data collected by ethnography interviews, observation, literature review, and documentation. These findings study that the aesthetics of hand lettering in the outdoor advertising had an impact on low legibility, readability, visibility. Moreover, the design does not comply the principles of typography led to the message was not effective, the perception of the audience against the brand image into a negative perception.

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“…In addition to providing a valuable replication, this research contributes to a growing body of empirical work at the intersection of writing style and social perception. One particular area of focus has been in consumer settings: Handwritten typeface on product packaging (Izadi & Patrick, 2020;Schroll et al, 2018) and on restaurant menus (Liu et al, 2019) enhances favorable consumer experience. Corroborating the present findings, these consumer effects are explained by the human presence that the handwritten font conveys.…”

Section: Discussionmentioning

confidence: 99%