The Impact of Green Advertising on Brand Attitude:Moderated by Celebrity Endorsement and Cultural Identity
碩士 === 銘傳大學 === 企業管理學系 === 106 === The primary objectives of this study are: (1) to examine the relationship between green advertising and brand attitude; (2) to examine how cultural identity moderates the relationship between green advertisements and brand attitude; (3) to examine how celebrity end...
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| Format: | Others |
| Language: | en_US |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/877zrd |
| Summary: | 碩士 === 銘傳大學 === 企業管理學系 === 106 === The primary objectives of this study are: (1) to examine the relationship between green advertising and brand attitude; (2) to examine how cultural identity moderates the relationship between green advertisements and brand attitude; (3) to examine how celebrity endorsement moderates the relationship between green advertising and brand attitude; (4) to examine the relationship between celebrity endorsement and brand attitude.
For this purpose, a 2x2x3 factorial design experimental study was utilized. Based on Hartmann and Apaolaza-Ibáñez’ study (2009), the present study used six versions of questionnaires that each include a custom made advertisement that featured Apple’s iPhone X. Questionnaires were collected from a total of 276 respondents, of whom 117 respondents uphold Eastern cultural identities and 159 respondents uphold Western cultural identities. The data collected from the questionnaires was subsequently analyzed with the multivariate tests function of SPSS and with main effects and interactions analyses.
The main findings of this research include: (1) Green advertising significantly enhances brand attitude; (2) It is necessary for green advertising campaigns to accurately target consumers with Eastern cultures to enhance the positive moderating effects of cultural identity on green advertising and brand attitude; (3) Endorsements from celebrities with a green image enhance positive moderation on the effects between green advertising and brand attitude; (4) Celebrity endorsements significantly enhances brand attitude.
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