The Effect of Green Advertising to Corporate Brand Image Moderator

－

Take Product Attribute as a

Instructor: Kate Chen Presenter: Vicky Kao Date: January 4 th , 2010

Contents

• Introduction • Literature Review • Methodology

Introduction

• Research Background • Statement of Problems • Purpose of the Study • Research Question

Research Background

• In the current competitive environment, many companies are devoted to enhance their corporate brand image

Research Background

• In recent years, with the rise of eco awareness and has been widely discussed, many companies also take environmental issues to improve their own corporate brand image

Research Background

• By using green advertising, companies can inform the public about their concern for environment issues

Statement of Problems

• In the past few years, most of the studies focus on product prices and quality of how it affects corporate brand image, few studies emphasize specifically on green advertising.

Purpose of the Study

• To investigate the influence between green advertising and corporate brand image • To examine the different influence between green advertising and corporate brand image under different product attribute

Research Question

• Does the different product attribute reduce or gain the effect of green advertising to corporate brand image • Which has the most impact on corporate brand image, green advertising or product attribute

Literature Review

• Green Advertising • Corporate Brand Image • Product Attribute

Green Advertising

• The word, green, has become a synonym for dealing with environmental related issues, for example, the resource consumption and the environmental pollution expansion (Oliff, 1990)

Green Advertising

• Green advertising varied in the extent to which it addressed environmental issues: from simple claims on the environmental friendliness of products, to corporate image campaigns stressing the environmental credential of large companies, to public campaigns promoting environmentally responsible behaviours (Iyer & Banerjee, 1993)

Green Advertising

• Accompanying the increased consumer concern regarding the environment in the late 1980s and early 1990s, there occurred a growth in green marketing practices and, specifically, green advertising (Carlson, 1996)

Corporate Brand Image

• Brand is a name, symbol, design or logo, it can increase the functional benefits of products or other value (Farquhar, 1990)

Corporate Brand Image

• The definition of corporate brand image is described as the overall impression made on the mind of the public about a firm or a organization (Barich & Kotler, 1991)

Corporate Brand Image

• Corporate branding is an intangible asset of a company. Corporate brand differs from product branding as it stresses the importance of brand values and behaviors (Silva, 2006)

Product Attribute

• Product attributes is the combination of extrinsic and intrinsic of product, and it can be perceived by consumers (Liao, 2003)

Methodology

• Research Framework • Instrument

Research Framework

Instrument

• Questionnaire Survey • Participants: • Location:

Thanks for your attention