Index of Paper Presentations for the Parallel Sessions - Academy of ...

We also found significant association between gender and economic green experiential value - 44% of male and82% female guests visiting green hotel experience high economic value pertaining to its eco-friendly aspects.Implications/Originality:- The study introduces a novel concept of Green brand experience and Green brand equityin services domain. The study is expected to contribute significantly to the domain of Indian service market (e.g.,Hospitality industry) and service brand development leveraging on its green efforts. The results of the study provideinsight into the relationship between green experiential value and green brand equity. The management would alsolearn relation between various personal characteristics of Indian customers (gender and purpose of travel) affect theirgreen experiential value. Thus, hotel managers can devise effective strategies to develop positive and stronger greenbrand equity towards the hotel. Further studies in this area can work on developing causal relationship between thediscussed variables.Key words:- Green brand equity, Green Experience, Green marketing,ReferencesBrakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does itaffect loyalty? Journal of Marketing, 73(3), 52–68.Barsky, J., & Nash, L. (2002). Evoking emotion: affective keys to hotel loyalty. The Cornell Hotel and RestaurantAdministration Quarterly, 43(1), 39–46.Chamorro, A., Rubio, S., & Miranda, F. J. (2009). Characteristics of research on green marketing. Business Strategyand the Environment, 18(4), 223–239.Coddington, W. (1993). Environmental marketing: positive strategies for reaching the green consumer. McGrawhillNew York.Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust.Journal of business ethics, 93(2), 307–319.Darnall, N. ―Creating a green brand for competitive distinction,‖ Asian Business & Management 7, no. 4 (2008):445–466.Jain, S. K., & Kaur, G. (2006). Role of Socio-Demographics in Segmenting and Profiling Green Consumers. Journalof International Consumer Marketing, 18(3), 107–146.