The Study of Impact of the Green Image of Brand’s Original Country on Brand Strength

• Main Authors: Shu-Hua Huang, 黃淑華
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/hg6jjr

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 97 === The study engaged in the effect of green image of brand’s original country on brand strength. Therefore, this paper sets out its research purposes as follows: whether the influence factors of the consumer’s green attitude of brand have difference or not; whether the consumer’s green attitude of brand affects green brand strength or not; whether the green image of brand’s original country affects green brand strength by the green attitude of brand; whether the green image of brand’s original country varies with product involvement through the green attitude of brand as an intervening variable, and then affects the green brand strength. 1.The green image of brand’s original country influences the green attitude of brand positively. 2.The green attitude of brand influences the green brand strength positively. 3.The green image of brand’s original country effects green brand strength as a result of the green attitude of brand, as an intervening variable effect. 4.The infulence of consumer’s green attitude of brand from product involvement variable is insignificantly. 5.The infulence of consumer’s green attitude of brand from demographic variable is insignificantly.