Eco-initiatives and emotional bonds: The impact of environmental sustainability on brand advocacy through brand love and happiness
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on April 02, 2026
Abstract
Journal of Vacation Marketing, Ahead of Print.
This study uses the Stimulus–Organism–Response (S-O-R) framework and appraisal theory to examine how environmental sustainability initiatives (ESIs) function as external stimuli that trigger emotional reactions (brand happiness and brand love) as organism ...
This study uses the Stimulus–Organism–Response (S-O-R) framework and appraisal theory to examine how environmental sustainability initiatives (ESIs) function as external stimuli that trigger emotional reactions (brand happiness and brand love) as organism ...