... in the hotel industry through perceived brand value, brand identification (BI) and perceived green service innovation (PGSI). Research limitations/implications The findings indicate that hotel managers should proactively implement GHP to raise customer awareness of PGSI, BI and perceived brand value...

...Soon-Ho Kim; Seonjeong Ally Lee Purpose This study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement...