University of South Florida (USF) M3 Publishing


This study seeks to validate previous reports by demonstrating a connection between broad consumer views of green brand equity and environmental awareness and positive green brand image perceptions of luxury tourism. The purpose of this study is to clarify the mediating role of green image and green awareness in the relationship between green brand equity and luxury hotel performance. The result of this article is to verify the positive relationships between green brand equity and its two drivers – green brand image, green awareness which help to achieve hotel performance for luxury brands.



Recommended Citation

Bulya, I. C., Eziokwu, F. K., & Aberekor, G. (2022). The role of green brand equity on luxury hotel performance: The mediating role of green image and green awareness. In L. Altinay, O. M. Karatepe, & M. Tuna (Eds.), Advances in managing tourism across continents (Vol. 2, pp. 1–7). USF M3 Publishing. https://www.doi.org/10.5038/9781955833080

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License



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