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題名：消費者認知基礎之企業綠品牌形象衡量模式發展
書刊名：臺大管理論叢
作者：張愛華 引用關係／洪敘峰 引用關係
作者(外文)：Chang, Aihwa／Hung, Hsu-feng
出版日期：2013
卷期：24:1
頁次：頁129-154
主題關鍵詞：綠品牌形象；量表發展；MIMIC模型；Corporate green brand image；Scale development；MIMIC model
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:34
消費者環保主義已漸成為市場上的主流思維，然而企業綠品牌形象的衡量模式仍有待建立，本研究先應用質化方法探索消費者企業綠品牌形象的潛在反映因素與形成因素，發現前者包括企業綠政策、企業綠識別以及企業環境導向，後者包括產品綠特徵、綠認證、綠推廣活動、綠訂價策略、綠通路規劃以及綠產品特徵等。再利用量化方法以MIMIC(Multiple Indicators Multiple Causes) 模式驗證企業綠品牌形象衡量模式。本研究並利用兩家企業及代表性品牌產品進行實證，確認此衡量模式具備適當的信、效度與區辨力。
In recent years, green consumerism has become a major force in consumer market. Acompany with green brand image may create favorable opportunities to increase consumerpurchase intention and behavior. This study uses a mixed method to develop a measurementmodel of corporate green brand image. A qualitative method is first used to find the majorfactors of corporate green brand image, which comprises reflective factors and formativefactors. The former includes corporate green policy, corporate green identification, andcorporate environmental orientation. The latter includes green product category, greencertification, green promotional actions, green pricing strategies, green channel planning,and green product features. Then, a quantitative method is used to verify the corporate greenbrand image model as a multiple-indicators-multiple-causes (MIMIC) model. The resultshows the consumer-cognition-based corporate green brand image model has acceptablereliability and validity. The application of this model also successfully distinguishes betweenthe green brand image of The Body Shop and that of L'oreal.
期刊論文
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圖書
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2.Creswell, John W.、Plano Clark, Vicki L.(2007)。Designing and conducting mixed methods research。Sage Publications。  new window
3.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
 
 
 
 
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