Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image
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...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2020-08-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244020953156 |
| _version_ | 1818847072820920320 |
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| author | Shahid Bashir Muddasar Ghani Khwaja Yasir Rashid Jamshid Ali Turi Tariq Waheed |
| author_facet | Shahid Bashir Muddasar Ghani Khwaja Yasir Rashid Jamshid Ali Turi Tariq Waheed |
| author_sort | Shahid Bashir |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-19T05:55:38Z |
| format | Article |
| id | doaj.art-2c1d8706944143c69a8e19d2fe200256 |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-12-19T05:55:38Z |
| publishDate | 2020-08-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-2c1d8706944143c69a8e19d2fe2002562022-12-21T20:33:27ZengSAGE PublishingSAGE Open2158-24402020-08-011010.1177/2158244020953156Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand ImageShahid Bashir0Muddasar Ghani Khwaja1Yasir Rashid2Jamshid Ali Turi3Tariq Waheed4Namal Institute, Mianwali, PakistanShaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad, PakistanUniversity of Management and Technology, Lahore, PakistanShaheed Zulfikar Ali Bhutto Institute of Science and Technology, Larkana, PakistanUniversity of Management and Technology, Lahore, PakistanThis 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.https://doi.org/10.1177/2158244020953156 |
| spellingShingle | Shahid Bashir Muddasar Ghani Khwaja Yasir Rashid Jamshid Ali Turi Tariq Waheed Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image SAGE Open |
| title | Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image |
| title_full | Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image |
| title_fullStr | Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image |
| title_full_unstemmed | Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image |
| title_short | Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image |
| title_sort | green brand benefits and brand outcomes the mediating role of green brand image |
| url | https://doi.org/10.1177/2158244020953156 |
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