مقاله انگلیسی رایگان در مورد دانش برند و عملکرد برند غیر مالی – الزویر ۲۰۲۰

مقاله انگلیسی رایگان در مورد دانش برند و عملکرد برند غیر مالی – الزویر ۲۰۲۰

 

مشخصات مقاله
ترجمه عنوان مقاله دانش برند و عملکرد برند غیر مالی در رستوران های سبز: تأثیر واسطه ای نگرش برند
عنوان انگلیسی مقاله Brand knowledge and non-financial brand performance in the green restaurants: Mediating effect of brand attitude
انتشار مقاله سال ۲۰۲۰
تعداد صفحات مقاله انگلیسی ۱۰ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله
مقاله پژوهشی (Research Article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) Scopus – Master Journals List – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۵٫۴۱۴ در سال ۲۰۱۹
شاخص H_index ۹۳ در سال ۲۰۲۰
شاخص SJR ۱٫۹۹۹ در سال ۲۰۱۹
شناسه ISSN ۰۲۷۸-۴۳۱۹
شاخص Quartile (چارک) Q1 در سال ۲۰۱۹
مدل مفهومی دارد
پرسشنامه ندارد
متغیر دارد
رفرنس دارد
رشته های مرتبط مدیریت، گردشگری و توریسم
گرایش های مرتبط بازاریابی، مدیریت گردشگری
نوع ارائه مقاله
ژورنال
مجله  مجله بین المللی مدیریت مهمان نوازی – International Journal of Hospitality Management
دانشگاه  Department of Hospitality Management, Southern Taiwan University of Science and Technology, Tainan City, 71005, Taiwan
کلمات کلیدی نگرش برند، دانش برند، رستوران های سبز، عملکرد برند غیر مالی
کلمات کلیدی انگلیسی Brand attitude، Brand knowledge، Green restaurants، Non-financial brand performance
شناسه دیجیتال – doi
https://doi.org/10.1016/j.ijhm.2020.102566
کد محصول E15011
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:
Abstract
۱٫ Introduction
۲٫ Literature review
۳٫ Methodology
۴٫ Results
۵٫ Discussions and implications
۶٫ Conclusion and suggestions
References

بخشی از متن مقاله:
Abstract

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 industry. In practice, it is suggested that green restaurant management should develop well-known brand knowledge to form brand attitudes and foster brand performance.

Introduction

In this increasingly globalized and uncertain market, the restaurant industry is facing tremendous competitive pressure. The consumer’s selection decision presents a difficult situation for restaurant operators to differentiate from seemingly the same restaurant choices. From the marketing perspective, being “green” has been a critical factor to survive for some businesses (Schubert et al., 2010). The restaurant business also has been increasingly recognized for its ability to help mitigate many negative environmental impacts (e.g., reducing solid waste or conserving water and energy). The attention of this particular issue of environmental and social considerations coincides with the growth and development of green restaurants (Horovitz, 2008). Some evidence has shown that consumers choose green products based on whether they are less harmful to the environment (Han et al., 2009; DiPietro et al., 2013; Kim et al., 2015; Susskind, 2014). Recent studies have also suggested that green practices can reduce operational costs (Schubert et al., 2010; Susskind, 2014), improve a business’ corporate image and customer ratings (Hu et al., 2010; Namkung and Jang, 2013; PeiróSignes et al., 2014), increase consumers’ satisfaction, purchasing and word-of-mouth intentions (Barber and Deale, 2014; Wu et al., 2016), and more importantly foster the long-term success of a company’s financial performance (Singal, 2014). Hu et al. (2010) also suggested that it exist a growing trend that consumers gradually increase their environmental awareness towards the concept of “green” restaurants. Therefore, it is logical to believe that green restaurants can possibly use “green” branding as a competitive strategy to differentiate from rivalries in the market. Many scholars in brand management studies (Kapferer, 2008; Keller, 2008; Post, 2008) argued that branding has been a widely acknowledged company strategy for many years. Keller (2003a,b) stated that “branding involves the process of endowing products and services with the advantages that accrue to building a strong brand (p. 595).” He observed that the application of brand attitude to marketing practice has drawn much industry attention.

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