Authors
Kuo-Ning Liu, Clark Hu, Meng-Chen Lin, Tung-I Tsai, Qu Xiao
Publication date
2020/8/1
Journal
International Journal of Hospitality Management
Volume
89
Pages
102566
Publisher
Pergamon
Description
The restaurant business has been increasingly recognized for its ability to help mitigate many negative environmental impacts. To develop a competitive advantage, green restaurants may adopt an innovative branding strategy. Marketing management recognizes that understanding brand attitude is critical for marketing strategies. Studies have examined the relationship between brand knowledge and non-financial brand performance. However, it remains unclear how the green restaurant brand attitude affects this relationship.
This study aims to fill this research gap by identifying the composition and structure of the brand attitude in Taiwan’s green restaurants and examining the mediating effects of brand attitude on the relationship between brand knowledge and brand performance. The findings of this study broaden and deepen the current knowledge of the role of brand attitude in Taiwan’s green restaurant …
Total citations
20202021202220232024316213516
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