Department of Communication Studies
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.
environmental advertising, ad effectiveness, experimental design, Chinese consumers, hotel marketing
Source Publication Title
Services Marketing Quarterly
Taylor & Francis
Link to Publisher's Edition
Chan, Kara, and Xing Han. "Effectiveness of environmental advertising for hotels." Services Marketing Quarterly 35.4 (2014): 289-303.