Instructor: Kate Chen Presenter: Vicky Kao Date: April 28th, 2010 The Effect of Green Advertising to Corporate Brand Image－Take Product Attribute as a Moderator   Instructor: Kate Chen Presenter: Vicky Kao Date: April 28th, 2010

Introduction Statement of the Problem Purpose of the study Research Question

Nowadays, advertising is not only for selling products but also enhancing corporate brand image.

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

By using green advertising, companies can inform the public about their concern for environment issues and improve their corporate brand image

Statement of the Problem 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 one has the most impact on corporate brand image, green advertising or product attribute

Literature Review Green Advertising Corporate Brand Image Product Attribute

Green Advertising Use the term "green" simply to indicate concern with the physical environment (air, water, and land). (Iyer, Banerjee, and Gulas 1994)

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 is defined as any ad that meets one or more of the following criteria: (Banerjee & Iyer, 1995)

Green Advertising 1. Explicitly or implicitly addresses the relationship between a product/service and the biophysical environment. 2. Promotes a green lifestyle with or without highlighting a product/service. 3. Presents a corporate image of environmental responsibility.

Activities of green advertising are five M. (Ken Peattie,1995)

Green Advertising Mission: to remind consumers their greed record of company and products, or to inform consumers about their latest green products, or to explain the scope of current green products. Money: to avoid over-spending on green advertising.

Green Advertising Message: to connect different types, different ways of environment information and product concept, and create a message of target consumers’ demand response. Media: the selected media can convey the right message and influence the target consumer.

Green Advertising Measurement: to comment on the effectiveness of advertising activities and adjust to the place which needs to be adjusted.

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

There are three major sources of brand image; the first one is the attribute of consumer’s links to the brand name; the second one is the image of the users; the third one is the image of the product or service itself. (Biel, 1992)

in brand image, there is an important part comes from the brand’s own features or personalities, so brand can be described as personalities or characteristics. Plummer (1995)

brand image is the consumer perception of a specific brand, and the perception will be reflected in the memory of consumer-owned brand associations. Keller (1993)

The Definition of Corporate Brand Image 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 can be seen as intangible assets of a company (de Chernatony, 1999)

Comparing with product brand, corporate brand can give customers more brand values, these values come from the corporate itself, or the other product or service of the corporate (Balmer & Gary, 2003)

corporate brand represents an overall value of a company, and the overall value is based on the accumulated experiences to a company of stakeholders. (Goldsmith, Lafferty, & Newell, 2000).

Corporate brand image is often seen as a symbol of emotional value. (McEnally & de Chernatony, 1999; Davies & Chun, 2002; Syed Alwi &Da Silva,

corporate brand image is more like a emotional/affective construct Syed Alwi & Da Silva (2007)

Measurement of Corporate Brand Image projection can be used when measure corporate brand image, to see a company as a person, use personalities to measure corporate brand image or reputation Davies, Chun, Da Silva & Roper (2004)

people usually use personalities to describe a brand Aaker (1997)

Product Attribute The Definition of Product product is defined as something in the market that can be noted, purchased, used or consumed to satisfy the desires or needs. Kotler (1997)

Three levels of product

The Definition of Product Attribute Product attributes is the combination of all the product’s extrinsic and intrinsic features, it can be perceived by consumers. (Kotler, 1996)

The Classification of Product Attribute Product attribute on customer acceptance of products has considerable effects (Liao, 2003)

The type of product attribute of satisfying the customers’ needs types as a classification standard (Strahilevitz and Myers, 1998; Hirscman and Holbrook, 1982; Batraand Ahtola, 1990)

1. Utilitarian Attribute 2. Hedonic Attribute 3. Symbolic Attribute

The type of product attributes of satisfying the customers’ needs levels as a classification standard (Lo, 1986)

1.Basic Function Attribute 2. Convenience Function Attribute 3. Psychological Satisfaction Attribute

Methodology Participants Instruments Data Analysis

Participants 300 students of Chao Yang University of Technology 15 minutes

Instruments Questionnaire Survey the 5-point Likert Scale

Data Analysis SPSS version17.0 Descriptive statistic analysis Reliability analysis Validity analysis One-Way ANOVA