Influence of environmental practices on brand equity, satisfaction and word of mouth

Mihaela Simona Moise, Irene Gil-Saura (), Maja Šerić and Maria Eugenia Ruiz Molina
Additional contact information
Mihaela Simona Moise: Universitat de Valencia
Irene Gil-Saura: Universitat de Valencia
Maja Šerić: Universitat de Valencia
Maria Eugenia Ruiz Molina: Universitat de Valencia

Journal of Brand Management, 2019, vol. 26, issue 6, No 4, 646-657

Abstract: Abstract In developed countries, a growing number of consumers have been looking for environmentally sustainable products and services. As a response to this demand, hotel managers are increasingly striving to implement sustainable practices to meet the needs of their guests, improve hotel image and create brand equity. However, empirical evidence on the existence of a positive influence of hotels’ “green” practices on brand equity, satisfaction and intention of consumers to spread a positive word of mouth (WOM) is still rather scarce. The purpose of this study is to address this gap by examining relationships between environmentally sustainable practices adopted by hotels on the one hand and brand equity dimensions (i.e., brand awareness, brand associations, perceived quality and brand loyalty), satisfaction and WOM on the other. A survey was conducted among 378 guests from three- and four-star hotels in Valencia (Spain). The results confirm the impact of “green” practices on brand equity, satisfaction and WOM. In addition, positive effects of brand equity on guest satisfaction and WOM are also confirmed.

Keywords: “Green” practices; Brand equity; Brand awareness; Brand associations; Perceived quality; Brand loyalty; Satisfaction; Word of mouth (WOM) (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-019-00160-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:26:y:2019:i:6:d:10.1057_s41262-019-00160-y

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-019-00160-y

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().