消费者认知基础之企业绿品牌形象衡量模式发展-台大管理论丛.pdfVIP

臺大管理論叢 2013/12 24 1 129-154 DOI: 10.6226/NTURM2013.JUN.C08 消費者認知基礎之企業綠品牌形象衡量模式發展 A Consumer-Cognition-Based Measurement Model of Corporate Green Brand Image 張愛華 Aihwa Chang, Associate Professor, Department of Business Administration, National Chengchi University 洪敘峰 Hsu-Feng Hung, Assistant Professor, Department of Hospitality Management, MingDao University Received 2011/7, Final revision received 2012/6 摘 要 MIMIC (Multiple Indicators Multiple Causes) MIMIC Abstract 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. Keywords corporate green brand image, s