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

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  • Shahid Bashir
  • Muddasar Ghani Khwaja
  • Yasir Rashid
  • Jamshid Ali Turi
  • Tariq Waheed

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.

Suggested Citation

  • Shahid Bashir & Muddasar Ghani Khwaja & Yasir Rashid & Jamshid Ali Turi & Tariq Waheed, 2020. "Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image," SAGE Open, , vol. 10(3), pages 21582440209, August.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:3:p:2158244020953156
    DOI: 10.1177/2158244020953156
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Muhammad Ussama Majeed & Sumaira Aslam & Shah Ali Murtaza & Szakács Attila & Edina Molnár, 2022. "Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    2. Yahaira Lisbeth Moreno Brito & Jue Wang & Hak-Seon Kim, 2023. "Green Trust: How Consumer Demographics Moderate Environmental Commitment in Latin America," Sustainability, MDPI, vol. 15(21), pages 1-20, October.
    3. Imran Khan & Mobin Fatma, 2023. "Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator," Sustainability, MDPI, vol. 15(10), pages 1-13, May.
    4. Gebeyehu Jalu & Goshu Dasalegn & Gurudutta Japee & Anita Tangl & Anita Boros, 2023. "Investigating the Effect of Green Brand Innovation and Green Perceived Value on Green Brand Loyalty: Examining the Moderating Role of Green Knowledge," Sustainability, MDPI, vol. 16(1), pages 1-15, December.
    5. Erika Loučanová & Mikuláš Šupín & Tatiana Čorejová & Katarína Repková-Štofková & Mária Šupínová & Zuzana Štofková & Miriam Olšiaková, 2021. "Sustainability and Branding: An Integrated Perspective of Eco-innovation and Brand," Sustainability, MDPI, vol. 13(2), pages 1-10, January.
    6. Zhao Jing & Jamshid Ali Turi & Song Lu & Joanna Rosak-Szyrocka, 2023. "Sustainability through Factory-Based Learning in Higher Education," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    7. Preechaya Chavalittumrong & Mark Speece, 2022. "Three-Pillar Sustainability and Brand Image: A Qualitative Investigation in Thailand’s Household Durables Industry," Sustainability, MDPI, vol. 14(18), pages 1-22, September.
    8. Fatima Nawaz Qureshi & Shahid Bashir & Asif Mahmood & Sheraz Ahmad & Saman Attiq & Muhammad Zeeshan, 2022. "Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior," PLOS ONE, Public Library of Science, vol. 17(3), pages 1-21, March.
    9. Prasada, Imade Yoga & Nugroho, Agus Dwi & Lakner, Zoltan, 2022. "Impact of the FLEGT license on Indonesian plywood competitiveness in the European Union," Forest Policy and Economics, Elsevier, vol. 144(C).
    10. Hanna Górska-Warsewicz & Maciej Dębski & Michal Fabuš & Marián Kováč, 2021. "Green Brand Equity—Empirical Experience from a Systematic Literature Review," Sustainability, MDPI, vol. 13(20), pages 1-34, October.
    11. José Ramón Sarmiento-Guede & Arta Antonovica & Rebeca Antolín-Prieto, 2021. "The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective," Sustainability, MDPI, vol. 13(9), pages 1-17, April.
    12. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.
    13. Paul James & Jasmine James, 2022. "Green Brand Image and Sustainability: Marketing Implications of High-School Student Responses," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(1), pages 1-81, December.

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