政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/66265
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113371/144356 (79%)
造訪人次 : 51192168      線上人數 : 880
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/66265


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/66265


    題名: 消費者認知基礎之企業綠品牌形象衡量模式發展
    作者: 張愛華
    Chang, Ai-hwa
    貢獻者: 企管系
    關鍵詞: 綠品牌形象;量表發展;MIMIC模型
    corporate green brand image;scale development;MIMIC model
    日期: 2012.06
    上傳時間: 2014-05-26 16:57:31 (UTC+8)
    摘要: 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. A company with green brand image may create favorable opportunities to increase consumer purchase intention and behavior. This study uses a mixed method to develop a measurement model of corporate green brand image. A qualitative method is first used to find the major factors of corporate green brand image, which comprises reflective factors and formative factors. The former includes corporate green policy, corporate green identification, and corporate environmental orientation. The latter includes green product category, green certification, green promotional actions, green pricing strategies, green channel planning, and green product features. Then, a quantitative method is used to verify the corporate green brand image model as a multiple-indicators-multiple-causes (MIMIC) model. The result shows the consumer-cognition-based corporate green brand image model has acceptable reliability and validity. The application of this model also successfully distinguishes between the green brand image of The Body Shop and that of L`oreal.
    關聯: 台大管理論叢,24(1),129-154
    資料類型: article
    DOI 連結: http://dx.doi.org/10.6226/NTURM2013.JUN.C08
    DOI: 10.6226/NTURM2013.JUN.C08
    顯示於類別:[企業管理學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    100120.pdf2260KbAdobe PDF2981檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋