Pregled bibliografske jedinice broj: 1198655
From green perceptions to brand satisfaction – exploring the role of brand experience in the camping sector
From green perceptions to brand satisfaction – exploring the role of brand experience in the camping sector // Marketing in Emerging Markets in the New Normal / Zečević, Mila (technical editor) (ur.).
Ljubljana: Ekonomska fakulteta Univerze v Ljubljani, 2022. str. 93-109 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
From green perceptions to brand satisfaction
– exploring the role of brand experience in the
camping sector
Autori
Vlahović Mlakar, Tea Silvia ; Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Marketing in Emerging Markets in the New Normal
/ Zečević, Mila (technical editor) - Ljubljana : Ekonomska fakulteta Univerze v Ljubljani, 2022, 93-109
ISBN
978-961-240-381-2
Skup
Emerging Markets Conference Board (EMCB) 2022
Mjesto i datum
Ljubljana, Slovenija, 30.05.2022. - 31.05.2022
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
brand experience, green perceptions, brand satisfaction, hospitality, camping
Sažetak
Following a continuous rise of guest eco- awareness, a substantial body of research has emerged on the effects of green perceptions in various hospitality sectors. However, campsite brands remained largely overlooked. The purpose of this study is to explore the influence of green perceptions on brand satisfaction via campsite brand experience. A self-administrated questionnaire was distributed among actual guests and analysed using PLS-SEM. Our findings confirm campsite brand experience is a higher-order construct, consisting of sensory, affective, cognitive, and behavioural dimensions. Green perceptions positively influence brand experience. Moreover, green perceptions’ positive effect on brand satisfaction is fully mediated by brand experience
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
