1. 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

2. Introduction Statement of the Problem Purpose of the study
Research Question

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

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

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

6. 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.

7. 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

8. 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

9. Literature Review Green Advertising Corporate Brand Image
Product Attribute

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

11. 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).

12. Green Advertising
green advertising is defined as any ad that meets one or more of the following criteria:
(Banerjee & Iyer, 1995)

13. 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.

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

15. 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.

16. 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.

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

18. 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)

19. 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)

20. 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)

21. 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)

22. 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)

23. Corporate brand image can be seen as intangible assets of a company
(de Chernatony, 1999)

24. 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)

25. 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).

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

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

28. 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)

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

30. 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)

31. Three levels of product

32. 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)

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

34. 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)

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

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

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

38. Methodology
Participants
Instruments
Data Analysis

39. Participants 300 students of Chao Yang University of Technology
15 minutes

40. Instruments
Questionnaire Survey
the 5-point Likert Scale

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