 Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand ImageShahid Bashir, Muddasar Ghani Khwaja, Yasir Rashid, Jamshid Ali Turi and Tariq Waheed SAGE Open, 2020, vol. 10, issue 3, 2158244020953156 Abstract: 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. Keywords: green brand image; green brand benefits; green brand outcomes; hospitality market (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:10:y:2020:i:3:p:2158244020953156 Access Statistics for this article More articles in SAGE Open |
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