Does corporate image really enhance consumer's behavioural intentions?

被引：14

作者：

Horng, Jeou-Shyan ^{[1
]}

Liu, Chih-Hsing ^{[2
]}

Chou, Sheng-Fang ^{[3
]}

Tsai, Chang-Yen ^{[4
]}

Hu, Da Chian ^{[1
]}

机构：

[1] Jin Wen Univ Sci & Technol, Dept Food & Beverage Management, New Taipei, Taiwan

[2] Ming Chuan Univ, Leisure & Recreat Adm Dept, Taipei, Taiwan

[3] Ming Chuan Univ, Hospitality Management Dept, Taipei, Taiwan

[4] Ming Dao Univ, Dept Hospitality Management, Changhua, Taiwan

来源：

ASIA PACIFIC JOURNAL OF TOURISM RESEARCH | 2018年 / 23卷 / 10期

关键词：

Environmental marketing strategy; corporate image; cognitive image; affective image; behavioural intentions; SOCIAL-RESPONSIBILITY; GREEN HOTEL; PLANNED BEHAVIOR; FIT INDEXES; MODEL; CONSEQUENCES; ASSOCIATIONS; MANAGEMENT; COMPONENTS; REPUTATION;

D O I：

10.1080/10941665.2018.1513946

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study determines that cognitive image and affective image have various mediation roles between the environmental marketing strategy and behavioural intentions. By utilizing an online survey for data collection, a total of 280 complete responses were obtained. The results reveal that the different corporate images perceived by customers would result in various behavioural intentions. In particular, Cognitive image plays a mediating role between environmental marketing strategy and the revisit intension while environmental marketing strategy benefits the willingness to pay a premium through cognitive image.

引用

页码：1008 / 1020

页数：13