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Analyzing antecedents and consequences of multidimensional green brand equity

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  • Muhammad Ishtiaq Ishaq
  • Eleonora Di Maria
  • Rizwan Qaiser Danish

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.

Suggested Citation

  • Muhammad Ishtiaq Ishaq & Eleonora Di Maria & Rizwan Qaiser Danish, 2022. "Analyzing antecedents and consequences of multidimensional green brand equity," The Service Industries Journal, Taylor & Francis Journals, vol. 42(5-6), pages 453-479, April.
    • Handle: RePEc:taf:servic:v:42:y:2022:i:5-6:p:453-479
    DOI: 10.1080/02642069.2021.1987416
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    Cited by:

    1. Raza, Ali & Ishaq, Muhammad Ishtiaq & Khan, Ayesha & Ahmad, Rehan & Haj Salem, Narjes, 2023. "How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Carballo-Penela, Adolfo & Ruzo-Sanmartín, Emilio & Álvarez-González, Paula & Paillé, Pascal, 2023. "How do GHRM practices influence firms’ economic performance? A meta-analytic investigation of the role of GSCM and environmental performance," Journal of Business Research, Elsevier, vol. 165(C).

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