Analyzing antecedents and consequences of multidimensional green brand equity

ABSTRACT

As consumers are paying more attention to environmental issues, many hoteliers are in the process of transforming their businesses to reinforce their promises to achieve sustainability to pursue higher brand equity. In this context, the current research endeavors to test the nomological validity of a newly established multidimensional green brand equity (MGBE) scale in the hospitality industry, and investigate the relative impact of brand credibility, country of origin, and brand trust on MGBE dimensions and its consequences in the European hotel industry. The data were collected from 1291 tourists and analyzed using structural equation modeling. This study confirms the nomological validity of a unique MGBE scale – sustainability, social influence, perceived quality, brand leadership, brand awareness, and brand association – and indicates that COO has a stronger impact on brand leadership, whereas brand credibility has a stronger influence on sustainability. Moreover, perceived quality and brand leadership have a stronger impact on purchase intentions, while sustainability and social influence have a strong influence on brand preference.

摘要

随着消费者对环境问题的日益重视，越来越多的酒店经营者正在进行业务转型，以实现可持续发展承诺，并获得更高的品牌资产。在此背景下，现有研究致力于检验酒店业新兴的多维绿色品牌资产（MGBE）量表的法则有效性，并调查品牌可信度、原产国和品牌信任对MGBE维度的相对影响及其在欧洲酒店业中的作用。本文使用1291名游客的调研数据，并采用结构方程模型进行分析。本研究证实了MGBE量表的法则有效性，包括可持续性、社会影响、感知质量、品牌领导力、品牌意识和品牌联想。本研究表明，COO对品牌领导力的影响更大，而品牌信誉对可持续性的影响更大。此外，感知质量和品牌领导力对购买意愿有较强的影响，而可持续性和社会影响力对品牌偏好有较强的影响。

KEYWORDS:

• Green brand equity
• scale development
• brand credibility
• country-of-origin
• brand trust
• brand preference

关键词:

• 绿色品牌资产；量表开发；品牌信誉；原产国；品牌信任；品牌偏好

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.