Abstract
This study explored the relationships between green brand uniqueness, green brand credibility, green brand innovativeness, green brand love, and green customer citizenship behavior in Taiwan's restaurant context. We conducted a survey of 406 customers of the restaurant Wang Steak. Our results indicate that green brand uniqueness, green brand credibility, and green brand innovativeness all had positive relationships with green brand love. Green brand love was also positively related to green customer citizenship behavior. Our findings provide insight into the relationships between perceived brand uniqueness, brand credibility, brand innovativeness, and brand love with customers' citizenship behaviors in the green restaurant context. Restaurant managers should promote the unique attributes of green activities, fulfill their green promises to customers, and develop brand innovativeness related to green issues, thereby strengthening customers' green brand love and green citizenship behavior.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: Social Behavior and Personality: an international journal
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.