The Effect of Green Marketing on Business Image and BrandEquity: Brand Community Loyalty as Moderator

• Main Authors: Ke-Ming Huang, 黃科銘
• Other Authors: Ruei-Huang Jhang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/q7t6d9

碩士 === 銘傳大學 === 國際企業學系碩士班 === 102 === This study examines that as consumers exposure to green marketing advertisements, the influence among the corporate images, brand equity, and community loyalty on the corporate images. By testing to the consumers, we find that green marketing has a positive impact on corporate images, and the corporate images of the functional, social and sensory images have positive impact on the brand equity. In addition, the community loyalty would interfere with the relationship between green marketing and brand equity. The study shows that it is necessary to enhance brand equity by good green marketing and the establishment of corporate images in the green footwear industry. In this study, we attempt to explore the consumers’ real needs in order to provide industries with the referrals of practical affairs, and to help develop effective operational strategies.