進階搜尋


下載電子全文  
系統識別號 U0026-2701201511111200
論文名稱(中文) 品牌權益之前置、調節與結果變數 : 綠色行銷之實證
論文名稱(英文) Antecedents, Moderators and Consequences of Brand Equity: An Empirical Validation for Green Marketing
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 103
學期 1
出版年 104
研究生(中文) 陳秀娟
研究生(英文) Hsiu-Chun Chen
學號 RA7011287
學位類別 碩士
語文別 英文
論文頁數 102頁
口試委員 指導教授-吳萬益
口試委員-林清河
口試委員-陳正忠
中文關鍵字 顧客價值  品牌資產  顧客行為意圖  綠色行銷  綠色品牌忠誠  中介因子 
英文關鍵字 Customer value  Brand equity  Customer behavioral intentions  Green marketing  Green brand loyalty  Moderator effects 
學科別分類
中文摘要 在人類追求高品質、高科技的經濟活動下,天然資源日益枯竭,生態環境也日漸惡化。逐漸人們的”綠色意識”開始崛起,也開始關心自己的消費行為對環境生態的直接或間接影響,進而改變自己的消費行為,以透過購買綠色商品來保護環境。因此”綠色行銷”衍然成為企業在市場競爭中如何爭取消費者青睞的致勝關鍵。
故本研究的主要目的為探討消費者在綠色行銷市場中,對品牌權益的變數因子,提供企業研擬公司品牌的綠色行銷策略建議。本研究共收回236份有效問卷,利用迴歸分析發現,(1)顧客價值中的綠色知覺品質及關係品質對品牌資產有正面顯著影響;(2)品牌資產對顧客行為意圖(包含購買意圖及口碑行銷)有正面顯著影響。同時,再利用變異數分析發現,(3)消費者有高度綠色行銷(包括高碳補償、高碳中和及高綠色行銷知覺)其顧客價值越高,則對該品牌資產有正面顯著影響;(4)消費者有高度綠色忠誠度其顧客價值越高,則對該品牌資產有正面顯著影響;(5)消費者有高度自我表達價值其品牌資產越高,則對顧客行為意圖有正面顯著影響;(6)消費者有高度品牌社會責任其品牌資產越高,則對顧客行為意圖有正面顯著影響;(7)年長消費者、女性消費者、高教育程度消費者及高收入消費者其品牌資產越高,則對顧客行為意圖有正面顯著影響。
英文摘要 Due to the terrible environmental destructions around the world, more and more people pay attentions to environment concern. The concept of “green marketing” has emerged as competitive weapon to win the customers from the market place. However what are the influential factors for green marketing, and the interrelationships among three factors are still controversial. Therefore, this study intents to examine how the effects of customer value on brand equity are enhanced by the moderators of green marketing (green promotion and green marketing awareness) and green brand loyalty. This study also intends to verify how the effects of brand equity on customer behavioral intentions are enriched by psychological moderator (self-expressive benefit), relational (brand social responsibility) and demographic (age, gender, education and income) moderators. Following are the results of the survey data obtained from 236 samples. Frist, only 2 (green perceived quality and relationship quality) of 5 factors of customer values have significant and positive effect on brand equity. Second, brand equity has positive influences on customer behavioral intentions (purchase intention and word-of-mouth intention). Third, customers tend to have higher perceived value toward the brand equity, when their green marketing and green brand loyalty are high. Fourth, high self-expressive benefit, high brand social responsibility, female, high education, high income, and older customers will strengthen the positive effect of brand equity on customer behavioral intentions.
論文目次 ABSTRACT I
摘要 II
ACKNOWLEDGEMENT III
TABLE OF CONTENTS IV
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Conceptual Framework. 7
1.3 Research Procedure. 7
1.4 Research Structure. 9
CHAPTER TWO LITERATURE REVIEW 10
2.1 Definition and Concept of Research Constructs. 10
2.1.1 Customer Value. 10
2.1.2 Brand Equity. 16
2.1.3 Customer Behavioral Intentions. 17
2.1.4 Moderating Variables. 18
2.2 Hypothesis Development. 23
2.2.1 The Influences of Customer Values on Brand Equity. 23
2.2.2 The Influence of Brand Equity on Customer Behavioral Intentions. 25
2.2.3 The Moderating Effect of Green Marketing. 26
2.2.4 The Moderating Effect of Green Brand Loyalty. 28
2.2.5 The Moderating Effect of Psychological Moderator. 29
2.2.6 The Moderating Effect of Relational Moderator. 29
2.2.7 The Moderating Effect of Demographic Moderators. 30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 33
3.1 The Conception Model and Hypotheses. 33
3.2 Constructs Measurement and Questionnaire Design. 34
3.2.1 Customer Values. 35
3.2.2 Brand Equity. 37
3.2.3 Customer Behavioral Intentions. 38
3.2.4 Green Marketing. 38
3.2.5 Green Brand Loyalty. 39
3.2.6 Self-Expressive Benefit (Psychological Moderator). 40
3.2.7 Brand Social Responsibility (Relational Moderator). 40
3.2.8 Personal Information (Demographic Moderator). 41
3.3 Sampling Plan. 41
3.4 Data Collection Methods. 41
3.5 Data Analysis Procedures. 41
3.5.1 Descriptive Statistic Analysis. 42
3.5.2 Reliability Check. 42
3.5.3 Hypotheses Testing. 43
CHAPTER FOUR RESEARCH RESULTS 45
4.1 Description Analysis. 45
4.1.1 Characteristics of Respondents. 45
4.1.2 Measurement Results of Relevant Variables. 47
4.2 Factor Analysis and Reliability Test. 50
4.2.1 Customer Value. 51
4.2.2 Brand Equity. 52
4.2.3 Customer Behavioral Intentions. 53
4.2.4 Green Marketing. 54
4.2.5 Green Brand Loyalty. 54
4.2.6 Self-expressive Benefit. 55
4.2.7 Brand Social Responsibility. 56
4.3 Regression Analyses between Researches Construct. 56
4.3.1 Results of Regressions Analysis for Customer Value and Brand Equity. 56
4.3.2 Results of Regressions Analysis for Brand Equity and Customer Behavioral Intentions. 58
4.4 Structural Equation Model (SEM). 59
4.5 One-Way ANOVA. 60
4.5.1 The Moderating Green Marketing. 60
4.5.2 The Moderating Green Brand Loyalty. 63
4.5.3 The Moderating Self-expressive Benefit (Psychological Moderator). 65
4.5.4 The Moderating Brand Social Responsibility (Relational Moderator). 66
4.5.5 The Moderating Age/Gender/Education/Income (Demographic Moderator). 68
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 74
5.1 Research Conclusions. 74
5.2 Managerial Implication. 78
5.3 Future Research Directions. 79
REFERENCES 81
APPENDICES 87
參考文獻 Aaker. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
Aaker. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Aaker. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research (JMR), 36(1), 45-57.
Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1-17.
Akhter, S. H. (2003). Digital divide and purchase intention: Why demographic psychology matters. Journal of Economic Psychology, 24(3), 321-327.
Al-Sabbahy, H. Z., Ekinci, Y., & Riley, M. (2004). An investigation of perceived value dimensions: Implications for hospitality research. Journal of Travel Research, 42(3), 226-234.
Albayrak, T., Aksoy, S., & Caber, M. (2013). The effect of environmental concern and scepticism on green purchase behaviour. Marketing Intelligence & Planning, 31(1), 27-39.
Anselmsson, J., Bondesson, N. V., & Johansson, U. (2014). Brand image and customers' willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90-102.
Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678.
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14, 83-95.
Bello, D. C., & Holbrook, M. B. (1995). Does an absence of brand equity generalize across product classes? Journal of Business Research, 34(2), 125-131.
Blumenthal, D., & Bergstrom, A. (2003). Brand councils that care: Towards the convergence of branding and corporate social responsibility. The Journal of Brand Management, 10(4), 327-341.
Bower, J. A., Saadat, M. A., & Whitten, C. (2003). Effect of liking, information and consumer characteristics on purchase intention and willingness to pay more for a fat spread with a proven health benefit. Food Quality and Preference, 14(1), 65-74.
Chang, P. L., & Chieng, M. H. (2006). Building consumer–brand relationship: A cross‐cultural experiential view. Psychology & Marketing, 23(11), 927-959.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chen. (2008a). The positive effect of green intellectual capital on competitive advantages of firms. Journal of Business Ethics, 77(3), 271-286.
Chen. (2008b). The driver of green innovation and green image–green core competence. Journal of Business Ethics, 81(3), 531-543.
Chen. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
Chen, & Chang. (2008). Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs. Journal of Air Transport Management, 14(1), 40-42.
Chen, Y.-S., Lai, S.-B., & Wen, C.-T. (2006). The influence of green innovation performance on corporate advantage in Taiwan. Journal of Business Ethics, 67(4), 331-339.
Chi, H. K., Yeh, H. R., & Yang, Y. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies, 4(1), 135-144.
Choi, Y. G., Ok, C., & Hyun, S. S. (2011). Evaluating relationships among brand experience, brand personality, brand prestige, brand relationship quality, and brand loyalty: An empirical study of coffeehouse brands. Paper presented at the University of Massachusetts Amherst, MA.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green consumers' pro-environmental beliefs and behaviors. Journal of Strategic Marketing, 0(0), 1-24.
Davis, R., Buchanan-Oliver, M., & Brodie, R. J. (2000). Retail service branding in electronic-commerce environments. Journal of Service Research, 3(2), 178-186.
Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17(1), 110-119.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, Summer 2001(0), 61-75.
Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24-33.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60, 7-18.
Gale, B. T. (1994). Managing customer value. New York: Free Press.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 63(2), 70-87.
Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry. Journal of Services Marketing, 13(1), 59-72.
Granzin, K. L., & Olsen, J. E. (1991). Characterizing participants in activities protecting the environment: A focus on donating, recycling, and conservation behaviors. Journal of Public Policy & Marketing, 10(2), 1-27.
Ha, H.-Y. (2009). Effects of two types of service quality on brand equity in China: The moderating roles of satisfaction, brand associations, and brand loyalty. Seoul Journal of Business, 15(2), 59-83.
Hair, J. F., Tatham, R. L., Anderson, R. E., & Black, W. (2006). Multivariate data analysis (Vol. 6): Pearson Prentice Hall Upper Saddle River, NJ.
Haltiwanger, J., & Waldman, M. (1993). The role of altruism in economic interaction. Journal of Economic Behavior & Organization, 21(1), 1-15.
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254-1263.
Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737-764.
Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
Hopper, J. R., & Nielsen, J. M. (1991). Recycling as altruistic behavior normative and behavioral strategies to expand participation in a community recycling program. Environment and Behavior, 23(2), 195-220.
Iyer, E., & Banerjee, B. (1993). Anatomy of green advertising. Advances in Consumer Research, 20(1), 494-501.
Jackson, A. L., Olsen, J. E., Granzin, K. L., & Burns, A. C. (1993). An investigation of determinants of recycling consumer behavior. Advances in Consumer Research, 20(1), 481-487.
Jhawar, A., Kohli, G., Li, J., Modiri, N., Mota, V., Nagy, R., et al. (2012). Eco-certification programs for hotels in California: Determining consumer preferences for green hotels. Paper presented at the Undergraduate Program of Institute of the Environment and Sustainability.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.
Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206.
Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing'functions in building corporate image in the retail setting. Journal of Business Research, 66(10), 1709-1715.
Kollmuss, A., Zink, H., & Polycarp, C. (2008). Making sense of the voluntary carbon market: A comparison of carbon offset standards. Paper presented at the Stockholm Environment Institute and Tricorona.
Kotchen, M. J. (2009). Voluntary provision of public goods for bads: A theory of environmental offsets*. The Economic Journal, 119(537), 883-899.
Kotler, P., & Armstrong, G. (2012). Principles of marketing (14e ed.). US: Pearson Education.
Larceneux, F., Benoit-Moreau, F., & Renaudin, V. (2012). Why might organic labels fail to influence consumer choices? Marginal labelling and brand equity effects. Journal of Consumer Policy, 35(1), 85-104.
Lee, C., & Wang, Y. (2009). A study on ecological purchasing behavior of green products: The case of college students in Taiwan and Mainland China. Journal of Advanced Engineering, 7(3), 125-134.
Lee, J.-S., & Back, K.-J. (2010). Reexamination of attendee-based brand equity. Tourism Management, 31(3), 395-401.
Matthes, J., Wonneberger, A., & Schmuck, D. (2014). Consumers' green involvement and the persuasive effects of emotional versus functional ads. Journal of Business Research, 67(9), 1885-1893.
McIntosh, A. (1991). The impact of environmental-Issues on marketing and politics in the 1990s. Journal of the Market Research Society, 33(3), 205-217.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131-142.
Moradi, H., & Zarei, A. (2011). The impact of brand equity on purchase intention and brand preference-The moderating effects of country of origin image. Australian Journal of Basic and Applied Sciences, 5(3), 539-545.
Mudambi, S. M., Doyle, P., & Wong, V. (1997). An exploration of branding in industrial markets. Industrial Marketing Management, 26(5), 433-446.
Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63-74.
O’cass, A., & Frost, H. (2002). Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of Product & Brand Management, 11(2), 67-88.
Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.
Oskamp, S., Harrington, M. J., Edwards, T. C., Sherwood, D. L., Okuda, S. M., & Swanson, D. C. (1991). Factors influencing household recycling behavior. Environment and Behavior, 23(4), 494-519.
Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment: Science and Policy for Sustainable Development, 48(5), 22-36.
Park, Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-Image management. Journal of Marketing, 50(4), 135-145.
Park, & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research (JMR), 31(2), 279- 296.
Paulssen, M., & Birk, M. M. (2007). Satisfaction and repurchase behavior in a business-to-business setting: Investigating the moderating effect of manufacturer, company and demographic characteristics. Industrial Marketing Management, 36(7), 983-997.
Perron, G. M., Coˆte, R. P., & Duffy, J. F. (2006). Improving environmental awareness training in business. Journal of Cleaner Production, 14(6), 551-562.
Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), 1-10.
Rashid, N. R. N. A. (2009). Awareness of eco-label in Malaysia’s green marketing initiative. International Journal of Business and Management, 4(8), 132-141.
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28-36.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Shafeiha, S., & Saeednia, H. (2010). Studying the impact of customers’ perceptions from service brand on customer value-loyalty process (Iran Insurance Company). Paper presented at the International Conference on Business and Economics Research.
Sheng, M. L., & Teo, T. S. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management, 32(2), 139-146.
Shirazi, A., & Karimi Mazidi, A. (2013). Investigating the effects of brand identity on customer loyalty from social identity perspective. Iranian Journal of Management Studies, 6(2), 153-178.
Smith, & Brynjolfsson, E. (2001). Consumer decision‐making at an Internet shopbot: Brand still matters. The Journal of Industrial Economics, 49(4), 541-558.
Smith, A., Stancu, C., & Authority, C. (2006). Eco-labels: A short guide for New Zealand producers [Electronic Version], from www.landcareresearch.co.nz
Sriram, S., Balachander, S., & Kalwani, M. U. (2007). Monitoring the dynamics of brand equity using store-level data. Journal of Marketing, 71(2), 61-78.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Vandermerwe, S., & Oliff, M. D. (1990). Customers drive corporations. Long Range Planning, 23(6), 10-16.
Vlachos, P. A., Tsamakos, A., Vrechopoulos, A., & Avramidis, P. (2009). Corporate social responsibility: Attributions, loyalty and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170-180.
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153.
Yan, J. (2003). Corporate responsibility and the brands of tomorrow. The Journal of Brand Management, 10(4), 290-302.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Yoshida, M., & Gordon, B. (2012). Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context. Sport Management Review, 15(4), 389-403.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(0), 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 60(0), 31-46.
陳俊宇. (2009). 宗教性, 利他性與主觀規範對於綠色產品購買意願之影響. 臺灣大學國際企業學研究所學位論文, 1-109.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2020-02-12起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2020-02-12起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw