The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments
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DOI: 10.1177/1938965519892189
Abstract: This study aims to broaden knowledge about the effects of green (environmentally responsible) advertising images on consumer behavior in the context of the hotel industry. A 5 (ad type: non-green vs. green with text vs.… read more here.
Keywords: hotel segments; luxury; luxury budget; advertising effectiveness ... See more keywords