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    题名: 綠色品牌聯想的建構與分析
    Construction and Analysis of Green Brand Associations
    作者: 王慧茹
    贡献者: 洪順慶
    Horng, Shun Ching
    王慧茹
    关键词: 綠色品牌聯想
    隱喻抽引法
    網絡分析
    green brand associations
    ZMET
    network analysis
    日期: 2013
    上传时间: 2014-07-01 12:02:53 (UTC+8)
    摘要: 近年來，愈來愈多的企業願意採取社會責任及環保意識的方式建構綠色品牌以達到競爭優勢。企業綠色相關的議題在過去30年來，已成為重要的學術研究主題；然而，較少的研究將焦點置於綠色品牌，特別是綠色品牌聯想。
    過去幾年來，品牌聯想已被視為一項重要的品牌權益，並備受研究者們的關注；然而，多數與品牌聯想相關的實證研究，多侷限於消費產品的品牌脈絡而非綠色品牌。特別的是，研究者們已採行多樣的質化與量化方法於品牌聯想的抽引與衡量，然而較少研究者考量品牌聯想的網絡及非口語本質，以致無法完整地反應出消費者知識的心理結構。
    為了對綠色品牌想有更深入及細微的了解，本研究希冀透過隱喻抽引法及網絡分析法，揭露消費者綠色品牌聯想的內容，並系統性地分析聯想間的結構關係。本研究針對三個餐飲服務業的品牌進行調查，結果顯示74個鑲嵌於階層心理模式的聯想，這些聯想進一步被歸納為7大主題；除此，本研究發現聯想間具有多元特色及集群的結構關係。本研究結果對於綠色品牌的理論建構與實務管理具有重要的意涵與貢獻。
    In recent years, more and more enterprises are willing to act in socially responsible and environmentally aware ways for building a strong green brand and achieving competitive advantage. Green related issues in enterprises have been an important academic research topic for at least three decades; however, few studies have focused on green branding, specifically the “green brand associations.”
    Brand associations have been recognized as a most important component of brand equity, and received much attention from researchers over the past years. Nevertheless, most of the empirical studies related to brand associations have been limited to the branding context of consuming products instead of “green branding.” Specifically, although various techniques of both quantitative and qualitative methods have been utilized by researchers to elicit and measure brand associations, few of them consider the brand associations as a network and their non-verbal nature which are unable to thoroughly reflect the mental configuration of consumers’ brand knowledge.
    To get a deeper and more nuanced understanding of green brand associations, the study aims to uncover the content of consumers’ green brand associations and systematically analyze their structural relations via the Zaltman Metaphor Elicitation Technique (ZMET) and network analysis method. The results reveal 74 associations which are summarized into 7 themes and embedded in a hierarchy of a mental model across three brands in food and restaurant service industry, and uncover various branded features and complements in the structural relations among these associations. These findings have advantageous implications for theoretical construction and practical management of green branding.
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    描述: 博士
    國立政治大學
    企業管理研究所
    98355509
    102
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    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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