Green message strategies and green brand image in a hotel context

IF 11.9 1区管理学 Q1 BUSINESS

Journal of Hospitality Marketing & Management Pub Date : 2021-09-27 DOI:10.1080/19368623.2021.1970071

E. Topcuoglu, Hye-Lina Kim, Sungeun (Jake) Kim, Seontaik Kim

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引用次数: 19

Abstract

ABSTRACT This research investigates the effects of different green (environmental) message types on hotel customers’ green brand image perceptions and behavioral intentions. A 2 (green message abstractness: abstract vs. concrete) x 2 (green message framing: gain vs. loss) between-subject factorial experimental design was utilized for testing the main and interaction effects of message types on green brand image. A two–way analysis of variance (ANOVA) was performed to test whether brand image perceptions differed across the levels of green message abstractness and green message framing. PROCESS Model was employed to test the mediating effects of messages on behavioral intentions through green brand image. The findings demonstrated that green message abstractness had a significant main effect on green brand image. Abstract green message led to a stronger effect on green brand image than the concrete one. Furthermore, green message abstractness influenced behavior intention indirectly through green brand image. However, green message framing did not yield any significant results for the direct and indirect effects.

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酒店环境下的绿色信息策略与绿色品牌形象

摘要本研究探讨了不同绿色(环境)信息类型对酒店顾客绿色品牌形象感知和行为意向的影响。2(绿色信息抽象性:抽象与具体)x 2(绿色信息框架:得失)受试者间因子实验设计用于测试信息类型对绿色品牌形象的主要和交互影响。采用双向方差分析(ANOVA)检验品牌形象感知在绿色信息抽象性和绿色信息框架水平上是否存在差异。采用PROCESS模型检验信息通过绿色品牌形象对行为意向的中介作用。研究结果表明，绿色信息抽象性对绿色品牌形象有显著的主效应。抽象绿色信息对绿色品牌形象的影响大于具体绿色信息对品牌形象的影响。绿色信息抽象性通过绿色品牌形象间接影响行为意向。然而，绿色信息框架并没有产生任何显著的结果，直接和间接的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.