Environmental orientation and employee-based brand equity in 4 to 5-star hotels

The literature has been inconclusive in reporting the effect of environmental orientation on organization performance. This study hypothesises that employee-based brand equity mediates the environmental orientation-organization performance relationship. Quantitative data were collected from the hotel industry in Kuala Lumpur and analysed using SEM. The findings show that employee-based brand equity partially mediates environmental orientation-organization performance relationship. Thus, the study suggests that hoteliers not only need to be technically sound and product oriented but also environmentally sensitive in order to successfully attract, recruit and retain worthy employees for better business results.