When hospitality brands go green: the role of authenticity and stereotypes in building customer-green brand relationships

When hospitality brands go green: the role of authenticity and stereotypes in building customer-green brand relationships

Drawing on the logic behind customer-brand relationships, this study presents a model outlining the role of brand authenticity in the context of green hospitality brands. A cross-sectional survey was administered to 352 Korean consumers who visited green hospitality premises. The results indicated t...

Full description

Bibliographic Details
Main Authors: Chua, Bee-Lia, Kim, Seongseop (Sam), Baah, Nancy Grace, Moon, Hyoungeun, Yu, Jongsik, Han, Heesup
Format: Article
Language:English
Published: Routledge 2024
Online Access:http://psasir.upm.edu.my/id/eprint/112023/
http://psasir.upm.edu.my/id/eprint/112023/1/When%20hospitality%20brands%20go%20green%20%20the%20role%20of%20authenticity%20and%20stereotypes%20in%20building%20customer-green%20brand%20relationships.pdf

Similar Items

Similar Items