||品牌權益之前置、調節與結果變數 : 綠色行銷之實證
||Antecedents, Moderators and Consequences of Brand Equity: An Empirical Validation for Green Marketing
||Institute of International Management (IIMBA--Master)(on the job class)
Customer behavioral intentions
Green brand loyalty
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.
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
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