Journal
CURRENT ISSUES IN TOURISM
Volume 24, Issue 14, Pages 1952-1957Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/13683500.2020.1806796
Keywords
Message framing; corporate reputation; green marketing; word of mouth; environmental concern; art galleries
Categories
Ask authors/readers for more resources
The study found that using a positively-framed green marketing message may harm the gallery's perceived reputation, but reputation has a positive impact on the intention to spread positive word of mouth about the organization. Importantly, the effect of message framing on reputation is only significant for recipients who are less concerned about the environment.
Museums and art galleries may benefit from creating an image of environmentally responsible organizations using green marketing messages. However, the effectiveness of these messages often depends on how they are framed, an aspect that may impact message recipients' perception of and intentions toward such organizations. The present research addresses this issue with an experiment that assessed how recipients react to a negatively- versus positively-framed message from the Italian National Gallery of Modern and Contemporary Arts. We found that using a positively-framed green marketing message may adversely impact the gallery's perceived reputation. However, reputation exerts a positive effect on the intention to spread positive word of mouth about such an organization. Notably, the effect of message framing on reputation holds only for recipients who are less concerned about the environment.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available