Green Brand Benefits and Brand Outcomes

The Mediating Role of Green Brand Image

Bibliographic Data

ID4181609
AuthorsShahid Bashir (0000-0002-4740-7567, Namal College, corresponding author), Muddasar Ghani Khwaja (0000-0002-9970-773X, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology), Yahya Rashid (0000-0002-7358-9595, University of Management and Technology), Yasir Rashid, Jamshid Ali Turi (0000-0002-6708-2560, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology), Tariq Waheed (University of Management and Technology)
Year2020
Volume10
Issue3
Publication date2020-07-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSAGE Open (JOURNAL)
Journal identifiersISSN: 2158-2440 • E-ISSN: 2158-2440
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/2158244020953156
OpenAlexW3082578464
LanguageEN
Citations received17
References cited35

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

Advertising · Brand equity · Brand extension · Brand Image · Brand Loyalty · Brand management · Business · Conceptual framework · Conceptual model · Corporate branding · Loyalty · Sociology · Consumer Behavior in Brand Consumption and Identification · Environmental Education and Sustainability · Environmental Sustainability in Business · Psychology · Social Psychology · Marketing

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Open DOIOpen Access