When hospitality brands go green: the role of authenticity and stereotypes in building customer-green brand relationships
Drawing on the logic behind customer-brand relationships, this study presents a model outlining the role of brand authenticity in the context of green hospitality brands. A cross-sectional survey was administered to 352 Korean consumers who visited green hospitality premises. The results indicated t...
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Routledge
2024
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/112023/1/When%20hospitality%20brands%20go%20green%20%20the%20role%20of%20authenticity%20and%20stereotypes%20in%20building%20customer-green%20brand%20relationships.pdf |