Green branding : the effect of green trust towards brand loyalty of the five-star hotel guest / Muhd Nabil Hanif Hassim and Mohd Raziff Jamaluddin
Nowadays, many companies have given special attention on the green branding as their competitive strategy in order to develop better clientele. From empirical evidences, maximizing satisfaction and retaining customer‟s base were common but there is a gap in utilizing specific green dimension that...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/33142/1/33142.pdf |
| _version_ | 1825737704390787072 |
|---|---|
| author | Muhd Nabil Hanif, Hassim Mohd Raziff, Jamaluddin |
| author_facet | Muhd Nabil Hanif, Hassim Mohd Raziff, Jamaluddin |
| author_sort | Muhd Nabil Hanif, Hassim |
| collection | UITM |
| description | Nowadays, many companies have given special attention on the green branding as their competitive strategy in
order to develop better clientele. From empirical evidences, maximizing satisfaction and retaining customer‟s
base were common but there is a gap in utilizing specific green dimension that is green trust in the environmental
marketing studies. Green trust is perceived as better measurement in forming commitment and belief on the green brand and brand loyalty and therefore should be used in the green branding framework. The objective of this study is straightforward which is to examine the effect of green practice towards brand loyalty with the mediating effect of green trust and satisfaction. For hotel industry, it is imperative for the marketers to exploit green characteristics in human as a tool to develop new green products that enable them to feel like home during his/her stay in the hotel which in turn becomes his/her daily life‟s practice. The study that been conducted in this paper only serves as a conceptual paper and to reviewed back the past literature from previous researchers and scholars. The result of this study will explain the relationship between green practice and green trust towards guest‟s brand loyalty of the five-star hotel segment. |
| first_indexed | 2024-03-06T02:22:14Z |
| format | Conference or Workshop Item |
| id | oai:ir.uitm.edu.my:33142 |
| institution | Universiti Teknologi MARA |
| language | English |
| last_indexed | 2024-03-06T02:22:14Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | oai:ir.uitm.edu.my:331422020-08-04T02:45:16Z https://ir.uitm.edu.my/id/eprint/33142/ Green branding : the effect of green trust towards brand loyalty of the five-star hotel guest / Muhd Nabil Hanif Hassim and Mohd Raziff Jamaluddin Muhd Nabil Hanif, Hassim Mohd Raziff, Jamaluddin Service industries Environmental aspects. Green marketing Consumer satisfaction Nowadays, many companies have given special attention on the green branding as their competitive strategy in order to develop better clientele. From empirical evidences, maximizing satisfaction and retaining customer‟s base were common but there is a gap in utilizing specific green dimension that is green trust in the environmental marketing studies. Green trust is perceived as better measurement in forming commitment and belief on the green brand and brand loyalty and therefore should be used in the green branding framework. The objective of this study is straightforward which is to examine the effect of green practice towards brand loyalty with the mediating effect of green trust and satisfaction. For hotel industry, it is imperative for the marketers to exploit green characteristics in human as a tool to develop new green products that enable them to feel like home during his/her stay in the hotel which in turn becomes his/her daily life‟s practice. The study that been conducted in this paper only serves as a conceptual paper and to reviewed back the past literature from previous researchers and scholars. The result of this study will explain the relationship between green practice and green trust towards guest‟s brand loyalty of the five-star hotel segment. 2015 Conference or Workshop Item PeerReviewed text en https://ir.uitm.edu.my/id/eprint/33142/1/33142.pdf Green branding : the effect of green trust towards brand loyalty of the five-star hotel guest / Muhd Nabil Hanif Hassim and Mohd Raziff Jamaluddin. (2015) In: Proceedings of Postgraduate Conference on Global Green Issues (Go Green), 7-8 October 2015, Dewan Kuliah Al-Khawarizmi Universiti Teknologi MARA Cawangan Perak. |
| spellingShingle | Service industries Environmental aspects. Green marketing Consumer satisfaction Muhd Nabil Hanif, Hassim Mohd Raziff, Jamaluddin Green branding : the effect of green trust towards brand loyalty of the five-star hotel guest / Muhd Nabil Hanif Hassim and Mohd Raziff Jamaluddin |
| title | Green branding : the effect of green trust towards brand loyalty of the five-star hotel guest / Muhd Nabil Hanif Hassim and Mohd Raziff Jamaluddin |
| title_full | Green branding : the effect of green trust towards brand loyalty of the five-star hotel guest / Muhd Nabil Hanif Hassim and Mohd Raziff Jamaluddin |
| title_fullStr | Green branding : the effect of green trust towards brand loyalty of the five-star hotel guest / Muhd Nabil Hanif Hassim and Mohd Raziff Jamaluddin |
| title_full_unstemmed | Green branding : the effect of green trust towards brand loyalty of the five-star hotel guest / Muhd Nabil Hanif Hassim and Mohd Raziff Jamaluddin |
| title_short | Green branding : the effect of green trust towards brand loyalty of the five-star hotel guest / Muhd Nabil Hanif Hassim and Mohd Raziff Jamaluddin |
| title_sort | green branding the effect of green trust towards brand loyalty of the five star hotel guest muhd nabil hanif hassim and mohd raziff jamaluddin |
| topic | Service industries Environmental aspects. Green marketing Consumer satisfaction |
| url | https://ir.uitm.edu.my/id/eprint/33142/1/33142.pdf |
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