scholarly journals Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image

SAGE Open ◽  
2020 ◽  
Vol 10 (3) ◽  
pp. 215824402095315 ◽  
Author(s):  
Shahid Bashir ◽  
Muddasar Ghani Khwaja ◽  
Yasir Rashid ◽  
Jamshid Ali Turi ◽  
Tariq Waheed
Keyword(s):  
Conceptual Model ◽  
Brand Image ◽  
Corporate Image ◽  
Test Model ◽  
Mediating Role ◽  
Green Hotel ◽  
Branding Strategies ◽  
Green Hotels ◽  
Brand Preferences

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.

scholarly journals THE IMPACT OF PERCEIVED ENVIRONMENTAL RESPONSIBILITY ON TOURISTS’ INTENTION TO VISIT GREEN HOTEL: THE MEDIATING ROLE OF ATTITUDE

2021 ◽  
Vol 34 (1) ◽  
pp. 9-13
Author(s):  
Ataul Karim PATWARY ◽  
◽  
Hamimi OMAR ◽  
Shaharuddin TAHIR ◽  
◽  
...  
Keyword(s):  
Environmental Degradation ◽  
Structural Equation ◽  
Quantitative Research ◽  
Environmental Responsibility ◽  
Negative Effects ◽  
Mediating Role ◽  
Green Hotel ◽  
The Impact ◽  
Green Hotels

Although the hospitality and tourism industries contribute considerably to every country's economy, at the same time, it has negative effects on the climate. Hotel industry operations consume enormous amounts of energy which eventually contribute to environmental degradation. Hotel operations do not only cause environmental issues, but customers also play a significant role in creating these issues. Scholars, mainly in this field, have investigated the causes of environmental degradation from the perspective of hotel operations rather than customers. Therefore, this study aims to examine the influence of perceived environmental responsibility on tourists' attitude and intention to visit green hotels in Malaysia. It further examined the mediating role of attitude in between perceived environmental responsibility and intention. The study used a quantitative research design and interviewed 393 international tourists in Malaysia using systematic random sampling. For analysis techniques, the study used Structural Equation Modelling by PLS-SEM. The study found that consumers' perceived environmental responsibility influences significantly on tourists' attitude and intention. It also revealed that consumers' attitude mediates the in-between perceived environmental responsibility and intention to visit green hotels in Malaysia.

INVESTIGATING WILLINGNESS TO PAY FOR GREEN HOTEL: EFFECT OF DESTINATION IMAGE AND ENVIRONMENTAL BELIEFS

2021 ◽  
Vol 35 (2) ◽  
pp. 309-314
Author(s):  
Toan Khanh Tran PHAM ◽  
◽  
Truc Trung TRUONG ◽  
Nguyen Le Dinh QUY ◽  
◽  
...  
Keyword(s):  
Willingness To Pay ◽  
Destination Image ◽  
Direct Impact ◽  
Mediating Role ◽  
Environmental Beliefs ◽  
Green Hotel ◽  
Proposed Model ◽  
Customer Attitude ◽  
Green Hotels

The present study proposed a framework in examining the effect of destination image and environmental beliefs on willingness to pay for green hotel (WTP). The purpose of this study is to test these relationships. Additionally, the paper also seeks to establish the role of customer attitude to green hotels as a determinant of the relationships specified in the proposed model. The results supported our overall hypothesis and showed that destination image has the largest direct impact on attitude to green hotel while environmental beliefs have the largest direct effect on willing to pay premium for green hotel. Moreover, attitude to green hotel plays a mediating role between destination image and WTP, environmental beliefs and WTP.

Excellence in eco-friendly performance of a green hotel product and guests' proenvironmental behavior

2019 ◽  
Vol 47 (12) ◽  
pp. 1-10 ◽  
Author(s):  
Heesup Han ◽  
Hyoungeun Moon ◽  
Hyerin Lee
Keyword(s):  
Environmental Problems ◽  
Influential Factor ◽  
Green Product ◽  
Moral Norms ◽  
Proenvironmental Behavior ◽  
Product Experience ◽  
Mediating Role ◽  
Green Hotel ◽  
Green Hotels

We examined the major drivers of hotel guests' intention to engage in proenvironmental behavior during their stay, and also investigated the effect of awareness of environmental problems in the generation of this intention. Participants were 263 guests at green hotels in Vietnam, who completed a survey assessing the eco-friendly performance of a green hotel product, the guests' satisfaction with the green product experience, moral norms, awareness of environmental problems, and intention to engage in proenvironmental behavior. Our structural analysis results indicated that the eco-friendly performance of a green hotel product, satisfaction, and moral norms contributed to building guests' intention to engage in proenvironmental behavior during their stay. Satisfaction was the most influential factor in the formation of this intention. Our findings also showed that awareness of environmental problems significantly moderated the mediating role of satisfaction and moral norms in proenvironmental intention. Practical and theoretical implications are discussed.

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

2018 ◽  
Vol 22 (3) ◽  
pp. 387-403 ◽  
Author(s):  
Jihyun Lee ◽  
Yuri Lee
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Brand Image ◽  
Corporate Image ◽  
Content Type ◽  
Mediating Role ◽  
The Impact ◽  
A Company ◽  
Corporate Level

Purpose The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR. Design/methodology/approach The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention. Findings Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR. Originality/value The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.

scholarly journals LEADERSHIP STYLE AND EMPLOYEES’ PERFORMANCE IN PAKISTAN: THE MEDIATING ROLE OF ORGANISATIONAL COMMITMENT

2020 ◽  
Author(s):  
Muhammad Abbas ◽  
Asif Ali ◽  
Muhammad Ahsan Khalid
Keyword(s):  
Conceptual Model ◽  
Leadership Style ◽  
Employee Performance ◽  
Critical Role ◽  
Organisational Commitment ◽  
Organisational Performance ◽  
Missing Link ◽  
Mediating Role ◽  
The Relationship

The paper investigates the critical role of organisational commitment between leadership style and employees’ performance. Generally, the relationship between leadership style and the organisational performance has been discussed widely but ignoring the employees’ performance. It has been accepted that the organisational commitment leads to higher employee performance but the existing literature has not focused much on this view. A conceptual model has been developed which links the constructs together.The model reveals the missing link of organisational commitment between leadership style and employees’ performance. The sample of 242 was collected from the managers and employees of manufacturing and service organisations. The finding confirmed that organisational commitment acted as a mediator between the leadership style and employees’ performance.  

scholarly journals Brand Embarrassment: Antecedents and Outcomes Variables

2020 ◽  
Author(s):  
Paterne Micha MBELANGANI MBAN ◽  
Sevtap ÜNAL
Keyword(s):  
Brand Image ◽  
The Other ◽  
Interpersonal Influence ◽  
Social Approval ◽  
Mediating Role ◽  
Negative Feelings ◽  
The Relationship ◽  
Brand Hate

The present study aimed to investigate the role of negative feelings on the consumer buying decision. The influence of a brand image, the need for social approval, and negative brand self- expressiveness on brand embarrassment, as well as the influence of embarrassment on brand hate and brand detachment, mediated by interpersonal influence, were investigated. Findings revealed that brand image and the need for social approval do not have any influence on brand embarrassment, while the negative brand self-expressiveness does predict brand embarrassment. On the other side, the findings revealed that brand embarrassment creates brand hate and brand detachment. And, interpersonal influence has a mediating role in the relationship between brand image-brand detachment, negative brand self-expressiveness-brand hate, and negative brand self- expressiveness-brand detachment.

scholarly journals Antecedents and Mediating Role of Green Buying Behavior

Market Forces ◽  
2020 ◽  
Vol 15 (2) ◽  
pp. 22
Author(s):  
Muhammad Khalique ◽  
Samra Iftikhar ◽  
Mohd Rafi bin Yaacob ◽  
Ahsan Tahir
Keyword(s):  
Social Influence ◽  
Brand Image ◽  
Structural Models ◽  
Sampling Technique ◽  
Favorable Attitude ◽  
Snowball Sampling ◽  
Buying Behavior ◽  
Mediating Role ◽  
Snowball Sampling Technique

Sustainability of the environment is one of the major issues both in developed and developing countries. There is an abundance of studies on green buying behavior. However, a few have studied the mediating role of green buying behavior. Thus, we have developed a new model that has five direct and three mediating relationships. This empirical research has used a snowball sampling technique for collecting the data. We distributed 400 questionnaires and received 377 valid responses. The study has used Smart PLS software for data analysis, including reliability, validity, and generating measurement and structural models. We found that green brands, green identification, and social influence are significant predictors of green buying behavior. Further, we find that the green brand image and green buying behavior promote green satisfaction. The results also suggest that green buying behavior mediates (1) green image and green satisfaction, (2) social influence and green buying behavior, (3) self-identification, and green satisfaction. We also found that consumers have a favorable attitude towards green buying behavior. However, there is a huge gap in consumers’ attitudes and actual buying behavior. Thus, marketers and practitioners need to develop strategies that would translate a favorable attitude toward actual buying behavior.

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