Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image

Shahid Bashir, Muddasar Ghani Khwaja, Yasir Rashid, Jamshid Ali Turi, Tariq Waheed

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

45 Citas (Scopus)

Resumen

This study develops a test model that can conceptually contribute to the formation of a green brand image for the hospitality market. A conceptual model highlighting the mediating role of green brand image based on two antecedent constructs (consumer’s perceived functional and emotional benefits of green hotels) and four outcome constructs (green brand preferences, trust, loyalty, and corporate image) was tested using 347 Malaysian lodging consumers. The findings indicate that the increase in consumer’s perceived functional and emotional benefits will initially increase their green brand image, and eventually increase their green brand preferences, trust, loyalty, and corporate image. Moreover, the role of green brand image as a mediator exists between consumers’ perceived benefits and their green brand preferences, trust, loyalty, and corporate image. Based on these findings, the managers can devise green branding strategies for their hotels, and show how green campaigns can highlight ecological concerns among green hotel consumers.

Idioma originalInglés
PublicaciónSAGE Open
Volumen10
N.º3
DOI
EstadoPublicada - jul. 2020
Publicado de forma externa

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