Download The Effect of Green Advertising to Corporate Brand Image－Take

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
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