Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

This study investigates how a hotel's brand and an environmental issue featured in the advertisement may influence consumers’ responses. The study adopts a 2 × 2 factorial design. The first factor is the hotel brand. Two hotels (i.e., Hilton and Ibis) were selected to represent relatively high-end and low-end hotel brands, respectively. The second factor is the environmental issue featured. Energy saving and absence of single-use consumables were selected. A total of 237 university students in Hong Kong participated in the study. Results indicated that the two independent variables had significant impact on attitudes towards advertisements, brand image, and perceived effectiveness of the advertisements.

Publication Year

2014

Journal Title

Services Marketing Quarterly

Volume number

35

Issue number

4

Publisher

Taylor & Francis

First Page (page number)

289

Last Page (page number)

303

Referreed

1

DOI

10.1080/15332969.2014.946874

ISSN (print)

15332969

Link to Publisher’s Edition

https://dx.doi.org/10.1080/15332969.2014.946874

Keywords

environmental advertising, ad effectiveness, experimental design, Chinese consumers, hotel marketing

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