The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction

The study discusses the influence of greenwash on green word-of-mouth (green WOM) and explores the mediation roles of green perceived quality and green satisfaction. The research object of this study focuses on Taiwanese consumers who have the experience to purchase information and electronics products in Taiwan. This research utilizes structural equation modeling to undertake an empirical study. The results indicate that greenwash negatively affects green WOM. Besides, this paper proves that greenwash negatively impacts green perceived quality and green satisfaction which would positively influence green WOM. This study demonstrates that green perceived quality and green satisfaction mediate the negative relationship between greenwash and green WOM. It means that greenwash does not only have a directly negative effect on green WOM, but also have an indirectly negative effect on it via green perceived quality and green satisfaction. Thus, this study suggests that companies should decrease their greenwash behaviors and enhance their consumers’ green perceived quality and green satisfaction to increase their consumers’ green WOM.     

B2C网店品牌资产及其驱动品牌忠诚机理研究

对B2C网店品牌资产驱动品牌忠诚机理的研究是从B2C网店品牌资产概念和构成要素以及B2C网店品牌关系对品牌资产与品牌忠诚的中介效应两个方面展开的。通过确定网店互动、网店审美、产品质量、网店知名度、网店体验和形象一致等6个网店品牌资产的测量维度,对品牌资产、品牌关系与品牌忠诚的关系进行了分析,并采用中国顾客的数据构建了结构方程模型,以检验品牌资产各维度驱动品牌忠诚机理。     

品牌标识感知一致性对品牌态度的影响

本文研究在不同消费者参与度下,品牌标识感知一致性对品牌态度的影响,并且验证感知风险在一致性对品牌态度影响中是否存在中介作用.本研究采用2＊2＊2被试间设计,246名被试参加了实验.研究发现：高一致性品牌标识相比低一致性品牌标识引起更积极品牌态度;感知风险在一致性对品牌态度的影响中存在部分中介作用.消费者参与在品牌标识一致性对感知风险的影响中存在调节作用.     

品牌资产与公司绩效间的关系研究——以郑州市五星级酒店和快餐连锁店为例

企业品牌资产尤其是"以顾客为基础的品牌资产",对公司绩效的影响越来越显著。品牌忠诚度、感知质量、品牌意识以及品牌形象是其重要组成部分;并且还与公司绩效之间存在积极的正相关关系。而四个维度与不同类型(五星级酒店和快餐连锁店)公司绩效之间的关系并不完全相同。     

Recruitment Process Outsourcing and Applicant Reactions: When Does Image Make a Difference?

Many organizations transfer parts of their recruitment process to external service providers—often referred to as recruitment process outsourcing (RPO)—to save costs and enhance the quality of their recruitment procedures. However, contrary to the expectations regarding RPO, Wehner, Giardini, and Kabst (2012) found that RPO might cause negative reactions to recruitment procedures among graduates. We extend that study by incorporating a brand equity perspective in examining whether employer image and service provider image counterbalance negative reactions among graduates. Utilizing a scenario‐based, between‐subject design, we obtain results that show that the extent of RPO negatively influences applicant reactions regardless of the employer's or service provider's image. Furthermore, we find negative mediating effects of RPO on job acceptance intention. However, the perceived fit between employer image and service provider image positively influences applicant reactions. Moreover, employer image positively influences employer attractiveness and service provider image positively influences applicants’ satisfaction with the recruitment process. Thus, a strong employer image and service provider image partially compensate for the negative effects of RPO on applicant reactions. © 2014 Wiley Periodicals, Inc.     

Exploring the link between cause‐related marketing and brand building

The use of cause‐related marketing (CRM) is increasing around the world and provides benefits to both firms and causes, by linking the two organisations together. Most of the CRM literature examines this strategy from a for‐profit perspective. This paper examines how this literature could be equally applicable to examining CRM from a not‐for‐profit perspective. That is CRM programmes can positively and negatively impact on a not‐for‐profit's brand, which is frequently its most valuable asset. In this way CRM can be related to a number of not‐forprofit brand and brand equity issues including brand awareness, brand attitude and intention to support the CRM programme. Copyright © 2000 Henry Stewart Publications     

旅行社顾客资产价值影响因素实证研究

本文基于调查问卷,通过因子分析的方法分析了影响旅行社顾客资产价值大小的若干因素,从中得出影响顾客资产价值大小的八个主要变量,即服务质量、便利性、品牌知名度、品牌道德、常客回报、顾客信任、交叉购买和口碑宣传。通过回归分析,得出顾客资产价值的大小主要受口碑宣传、服务质量、品牌知名度和顾客信任这四个要素的制约。     

老字号品牌资产五维度探析——基于Aaker理论

作为曾经的强势品牌,老字号品牌资产流失严重,在老字号品牌资产的五个维度中:忠诚顾客偏少、趋于老化但相对牢固;品质认知度和美誉度较高;品牌联想中历史文化联想丰富而现代联想不足;知名度则限于老顾客且区域性较强,在新顾客中知名度较低;市场行为方面,市场份额低,营销能力薄弱。     

The effects of nonprofit brand equity on individual giving intention: mediating by the self‐concept of individual donor

• Currently nonprofit organizations have to rely more on individual donors and less on the government for funding. Therefore, understanding the individual donor from the perspective of nonprofit has been of increasing interest to nonprofit marketers. In this research, the effects of nonprofit organizational brand equity and individual self‐concept on individual giving intention were studied by using survey to selected 393 valid respondents in China. The empirical results indicated that, (1) the three dimensions brand personality, brand image, and brand awareness of the nonprofit organization has positive direct impact on individual giving intention; (2) brand personality and brand awareness of the nonprofit organization has positive direct impact on the self‐concept of individual donor; (3) the self‐concept of individual donor has positive direct impact on individual giving intention; and (4) the self‐concept of individual donor mediates significantly the relationships between brand personality, brand awareness, and individual giving intention, while not significantly between brand image and individual giving intention.

Copyright © 2009 John Wiley & Sons, Ltd.     

Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products

In recent years there is a trend of consuming natural products for a sustainable and healthier life. Therefore, firms began aligning their strategy with sustainability by communication strategies that they produce natural products, which are better for health as well as the environmental sustainability. However, sometimes these claims may be deceptive. The purpose of this paper is to understand the consumers' purchasing intentions toward products claiming naturalness in their advertising and packaging strategies. This research also examined greenwashing perceptions and their potential roles in purchasing intentions. In‐depth face‐to‐face interviews carried out with 20 Turkish women regarding personal care products (local brand and international brand). The findings of the interviews revealed eight themes (perceived greenwashing, perceived green image, price perception, environmental concern, green trust, skepticism, perceived risk, and purchase intention). This study contributes to predict a framework from consumer viewpoint for identifying the themes related to greenwashing.     

Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach

The aim of this study is to expand the existing understanding of green consumers' behaviour by proposing and testing an integrated conceptual model that explores the influence of consumers' personal concerns for the environment and general attitudes towards green products on brand‐related knowledge structures (image and associations) and relationship preferences (trust and brand equity) for green brands. A questionnaire‐based survey method was used to collect data using convenience sampling. One hundred and ninety‐nine usable responses were obtained. A structural equation modelling procedure was used to test the proposed hypotheses. The results confirmed that a positive relationship exists between consumer concern for environmental values and general attitudes towards green products. Both these constructs influence consumers' knowledge structure of a green brand (image and associations). Furthermore, a strong relationship exists between consumers' knowledge structure (image and associations) and their relational preference (trust and brand equity) with green brands. These findings are important for business strategy formulation by providing empirical support for the idea that a firm should invest its resources not only to project its environmentally friendly brands but also to build consumers' concern for environmental values and their attitude towards green products. Copyright © 2016 John Wiley & Sons, Ltd and ERP Environment     

An instrumental variable approach to distinguishing perceptions from preferences for beer brands

Recent developments in behavioral economics have prompted interest in identifying how product perceptions and beliefs influence decision making. Using a branded discrete choice experiment for beer, this article uses the control function approach and plausible instruments to correct for the endogeneity problem in a way that is applicable in a wide range of circumstances. Even after correction, we find that perceptions substantially affect consumer choices. In the context of brand equity for beer brands, we find that the perceived taste and brand familiarity are key determinants of choice.     

老字号品牌激活策略——基于Aaker理论

作为曾经的强势品牌,老字号品牌资产流失严重。根据老字号品牌资产的特征,可从五个方面实施品牌激活策略:以怀旧加强老顾客情感体验,以品牌故事强化新顾客文化体验;传承和创新老字号高质量产品并把握高品质品牌质量感知因素,并作适当品牌延伸;在挖掘老字号文化精华基础上把复活旧元素和注入新元素结合起来;深化老字号的深度和广度,扩大年轻消费者对老字号的认知;在全面质量管理的基础上,不断进行新产品的开发和创新、强化品牌管理、分销网络能力,或实施老字号重组战略。     

The role of technology-based services in establishing brand equity within the private hospitals sector in Kuwait

This study aims to explore the role of technology-based services in establishing brand equity within the private hospitals sector in Kuwait. A survey is designed based on dimensions that include ease of use, e-responsiveness, e-scape, security, and customization. E-responsiveness and security had strong and direct influence on brand equity; whereas, ease of use, e-escape, and customization had no significant positive impact on the brand equity. The proposed model of relationship between e-service quality and brand equity has the potential to help hospital managers to establish their brand equity through managing the level of their online services.     

Gaining sustainable development by green supply chain innovation: Perspectives of specific investments and stakeholder engagement

Despite general attention has been given to sustainable development and green innovation, little empirical effort has been made to explore the factors influencing green innovation performance in the context of supply chain relationships, especially in emerging countries like China. To address this research gap, from the perspectives of specific investments, we examine the role of specific investments in relation to the outcome of green supply chain innovation. Drawing on knowledge management theory, we propose that knowledge transfer plays a mediating role underlying the relationship. On the basis of the stakeholder involvement theory, we argue that partner social responsibility plays moderating roles not only in specific investments—green supply chain innovation performance link—but also in the link of knowledge transfer and performance. We tested the proposed relationships with a sample consisted of 331 questionnaires and validated responses from 187 high‐tech firms in China. The results generally support the proposed hypotheses, and the integrative model—moderated mediation—is also supported. As such, this study contributes to understand about how specific investments affect the performance of green supply chain innovation, providing new insights on stakeholder involvement and knowledge transfer in green supply chain innovation management.     

基于顾客视角的B2C网站品牌资产影响要素实证研究

利用关系范式研究顾客视角下的B2C网站品牌资产影响要素有重要意义。顾客视角下B2C网站品牌资产影响要素金字塔模型。社交体验及关系价值对B2C购物网站品牌资产有着重要意义,品牌资产包括顾客感知和顾客行为两个层面。     

基于顾客视角的品牌资产研究综述及展望

随着市场营销理论的发展,品牌资产研究也不断深入。4C理论的兴起影响了顾客视角品牌资产的研究,关系营销的兴起又使得顾客视角的品牌资产研究从认知范式转向关系范式,跨学科研究使得更多研究者运用其他学科理论研究顾客视角品牌资产,中国学者对顾客视角的品牌资产进行了跨文化检验和本土化研究,但目前在网络经济等领域中,品牌资产研究依然存在着不足。     

Commercial banks’ expanding into securities underwriting: The equity market’s risk assessment

Government officials must decide if the payments system and deposit insurance funds would be endangered by allowing commercial banks to underwrite corporate securities. In this study the authors provide evidence on the issue by evaluating the perspectives of equity investors in investment banking concerns. Dealer exposures to capital markets (investment banking and market making) are not perceived to contribute to their marginal riskiness—either systematic or nonsystematic. However, investment exposures to capital markets (merchant banking and principal transactions) add to both systematic and nonsystematic risks of participating firms. Along with the accounting-based previous research, these findings suggest granting new securities powers that are solely dealer-based.     

中国零售企业品牌资产建设的现状与建议

随着中国零售业全面对外开发,外资零售企业加快了进入中国零售市场的步伐,给本土零售企业带来了巨大的挑战。与跨国零售企业相比,中国本土零售企业在品牌资产的建设上还处于劣势。中国本土零售企业需要针对品牌资产建设的现状以及存在的问题进行深刻分析,从而找到加快零售企业品牌资产建设的合理策略,促进本土零售企业市场竞争能力的持续提升。     

Search Engine Optimization: What Drives Organic Traffic to Retail Sites?

The lion's share of retail traffic through search engines originates from organic (natural) rather than sponsored (paid) links. We use a dataset constructed from over 12,000 search terms and 2 million users to identify drivers of the organic clicks that the top 759 retailers received from search engines in August 2012. Our results are potentially important for search engine optimization (SEO). We find that a retailer's investments in factors such as the quality and brand awareness of its site increases organic clicks through both a direct and an indirect effect. The direct effect stems purely from consumer behavior: The higher the quality of an online retailer, the greater the number of consumers who click its link rather than a competitor in the list of organic results. The indirect effect stems from our finding that search engines tend to place higher quality sites in better positions, which results in additional clicks because consumers tend to click links in more favorable positions. We also find that consumers who are older, wealthier, conduct searches from work, use fewer words, or include a brand name product in their search are more likely to click a retailer's organic link following a product search. Finally, the quality of a retailer's site appears to be especially important in attracting organic traffic from individuals with higher incomes. The beneficial direct and indirect effects of an online retailer's brand equity on organic clicks, coupled with the spillover effects on traffic through other online and traditional channels, leads us to conclude that investments in the quality and brand awareness of a site should be included as part of an SEO strategy.