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    Title: 綠色品牌的理論建構和衡量:消費者知覺與公司策略
    Other Titles: Theory Construction and Measurement of Green Branding: Consumer Perception vs. Corporate Strategies
    Authors: 洪順慶
    Contributors: 企業管理學系
    Keywords: 綠色品牌
    green branding
    Date: 2012
    Issue Date: 2016-04-12 14:22:56 (UTC+8)
    Abstract: 近年來,由於全球性的環境汙染問題日趨嚴重,企業面臨到需改變作為來順應整體 社會對環境的關注。在環境意識的趨勢之下,全球企業得以藉由綠色品牌的發展來獲得 競爭優勢。然而,雖然品牌在企業競爭優勢中的重要性,長期以來已受到產、官、學界 的重視,關於綠色品牌的知識,特別是從消費者觀點下的綠色品牌定位議題,卻鮮少受 到討論與重視。缺乏紮根於台灣消費者觀點的綠色品牌定位知識,對於台灣企業而言, 無異是因此喪失了以「綠色意識的社會責任」作為獲得競爭優勢的契機。有鑒於此,本 研究嘗試發展有關「台灣消費者對於綠色品牌定位知覺」的理論來彌補此缺口。此理論 亦將進行量表發展與驗證,並與公司網站端所公開揭露的策略觀點進行比較,以進一步 勾勒出對於台灣企業重要的實務意涵。透過結合質性與量性多重的方法途徑(包含: 紮 根理論、內容分析、隱喻誘引技術ZMET、以及問卷調查等),本研究將能提供台灣本地 的品牌經理與相關的實務專家,有關綠色品牌定位決策的實證觀點;對於台灣企業在發 展綠色品牌以及全球化品牌之路上,亦有重要的貢獻與實務意涵。
    In recent years, owing to the enormous amount of environmental pollution which directly connects with industrial manufacturing in the world, companies are forced to change their behaviors with regard to compliance with the society’s environmental concern. The trend of environmental awareness leaves global companies a branding opportunity to achieve competitive advantage. Nevertheless, although the importance of branding in corporate competitive advantages has been recognized by Taiwanese government, practitioners, and academic researchers, little knowledge is known about green branding, especially positioning from the perspectives of consumers. The lack of the grounded knowledge about Taiwanese consumer perceptions toward green brand positioning results in less opportunities for Taiwanese firms to gain competitive advantage via CSR with environmental awareness. This research attempts to close this gap and develop a grounded theory about Taiwanese consumer perceptions toward green brand positioning. The theory developed will be empirically examined by scale development and confirmatory, and compared to corporation-level perspectives from the text of green positioning in corporate web sites. Through multiple approaches of qualitative and quantitative methods (including grounded theory, content analysis, deep-interviews as Zaltman Metaphor Elicitation Technique, and survey), the results will contribute to provide local brand managers and advertising professionals with empirically-based insights for making sound green positioning decisions and has significant implications for Taiwanese enterprises in developing green branding and shifting to international branding.
    Relation: 計畫編號 NSC101-2410-H004-006
    Data Type: report
    Appears in Collections:[企業管理學系] 國科會研究計畫

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