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題名 綠色品牌聯想的建構與分析
Construction and Analysis of Green Brand Associations
作者 王慧茹
貢獻者 洪順慶
Horng, Shun Ching
王慧茹
關鍵詞 綠色品牌聯想
隱喻抽引法
網絡分析
green brand associations
ZMET
network analysis
日期 2013
上傳時間 1-Jul-2014 12:02:53 (UTC+8)
摘要 近年來，愈來愈多的企業願意採取社會責任及環保意識的方式建構綠色品牌以達到競爭優勢。企業綠色相關的議題在過去30年來，已成為重要的學術研究主題；然而，較少的研究將焦點置於綠色品牌，特別是綠色品牌聯想。
過去幾年來，品牌聯想已被視為一項重要的品牌權益，並備受研究者們的關注；然而，多數與品牌聯想相關的實證研究，多侷限於消費產品的品牌脈絡而非綠色品牌。特別的是，研究者們已採行多樣的質化與量化方法於品牌聯想的抽引與衡量，然而較少研究者考量品牌聯想的網絡及非口語本質，以致無法完整地反應出消費者知識的心理結構。
為了對綠色品牌想有更深入及細微的了解，本研究希冀透過隱喻抽引法及網絡分析法，揭露消費者綠色品牌聯想的內容，並系統性地分析聯想間的結構關係。本研究針對三個餐飲服務業的品牌進行調查，結果顯示74個鑲嵌於階層心理模式的聯想，這些聯想進一步被歸納為7大主題；除此，本研究發現聯想間具有多元特色及集群的結構關係。本研究結果對於綠色品牌的理論建構與實務管理具有重要的意涵與貢獻。
In recent years, more and more enterprises are willing to act in socially responsible and environmentally aware ways for building a strong green brand and achieving competitive advantage. Green related issues in enterprises have been an important academic research topic for at least three decades; however, few studies have focused on green branding, specifically the “green brand associations.”
Brand associations have been recognized as a most important component of brand equity, and received much attention from researchers over the past years. Nevertheless, most of the empirical studies related to brand associations have been limited to the branding context of consuming products instead of “green branding.” Specifically, although various techniques of both quantitative and qualitative methods have been utilized by researchers to elicit and measure brand associations, few of them consider the brand associations as a network and their non-verbal nature which are unable to thoroughly reflect the mental configuration of consumers’ brand knowledge.
To get a deeper and more nuanced understanding of green brand associations, the study aims to uncover the content of consumers’ green brand associations and systematically analyze their structural relations via the Zaltman Metaphor Elicitation Technique (ZMET) and network analysis method. The results reveal 74 associations which are summarized into 7 themes and embedded in a hierarchy of a mental model across three brands in food and restaurant service industry, and uncover various branded features and complements in the structural relations among these associations. These findings have advantageous implications for theoretical construction and practical management of green branding.
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描述 博士
國立政治大學
企業管理研究所
98355509
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098355509
資料類型 thesis
dc.contributor.advisor 洪順慶zh_TW
dc.contributor.advisor Horng, Shun Chingen_US
dc.contributor.author (Authors) 王慧茹zh_TW
dc.creator (作者) 王慧茹zh_TW
dc.date (日期) 2013en_US
dc.date.accessioned 1-Jul-2014 12:02:53 (UTC+8)-
dc.date.available 1-Jul-2014 12:02:53 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2014 12:02:53 (UTC+8)-
dc.identifier (Other Identifiers) G0098355509en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67071-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 98355509zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 近年來，愈來愈多的企業願意採取社會責任及環保意識的方式建構綠色品牌以達到競爭優勢。企業綠色相關的議題在過去30年來，已成為重要的學術研究主題；然而，較少的研究將焦點置於綠色品牌，特別是綠色品牌聯想。
過去幾年來，品牌聯想已被視為一項重要的品牌權益，並備受研究者們的關注；然而，多數與品牌聯想相關的實證研究，多侷限於消費產品的品牌脈絡而非綠色品牌。特別的是，研究者們已採行多樣的質化與量化方法於品牌聯想的抽引與衡量，然而較少研究者考量品牌聯想的網絡及非口語本質，以致無法完整地反應出消費者知識的心理結構。
為了對綠色品牌想有更深入及細微的了解，本研究希冀透過隱喻抽引法及網絡分析法，揭露消費者綠色品牌聯想的內容，並系統性地分析聯想間的結構關係。本研究針對三個餐飲服務業的品牌進行調查，結果顯示74個鑲嵌於階層心理模式的聯想，這些聯想進一步被歸納為7大主題；除此，本研究發現聯想間具有多元特色及集群的結構關係。本研究結果對於綠色品牌的理論建構與實務管理具有重要的意涵與貢獻。		zh_TW
dc.description.abstract (摘要) In recent years, more and more enterprises are willing to act in socially responsible and environmentally aware ways for building a strong green brand and achieving competitive advantage. Green related issues in enterprises have been an important academic research topic for at least three decades; however, few studies have focused on green branding, specifically the “green brand associations.”
Brand associations have been recognized as a most important component of brand equity, and received much attention from researchers over the past years. Nevertheless, most of the empirical studies related to brand associations have been limited to the branding context of consuming products instead of “green branding.” Specifically, although various techniques of both quantitative and qualitative methods have been utilized by researchers to elicit and measure brand associations, few of them consider the brand associations as a network and their non-verbal nature which are unable to thoroughly reflect the mental configuration of consumers’ brand knowledge.
To get a deeper and more nuanced understanding of green brand associations, the study aims to uncover the content of consumers’ green brand associations and systematically analyze their structural relations via the Zaltman Metaphor Elicitation Technique (ZMET) and network analysis method. The results reveal 74 associations which are summarized into 7 themes and embedded in a hierarchy of a mental model across three brands in food and restaurant service industry, and uncover various branded features and complements in the structural relations among these associations. These findings have advantageous implications for theoretical construction and practical management of green branding.		en_US
dc.description.tableofcontents Abstract 1
Chapter 1 Introduction 3
Chapter 2 Literature Review 9
2.1 Brand Equity 9
2.1.1 The Concept of Brand Equity 9
2.1.2 Development of Brand Equity 10
2.1.3 Consumer-Based Brand Equity 12
Summary 13
2.2 Brand Association 14
2.2.1 The Concept and Classifications 14
2.2.2 Previous Research 18
Summary 28
2.3 Green Branding Related Research 30
2.3.1 Green Marketing Strategy 32
2.3.2 Green Consumer Behavior 34
2.3.3 Green Branding 37
Summary 40
2.4 Conceptual Development of Green Brand Associations 41
2.4.1 Associative Network Theory 42
2.4.2 Zaltman Metaphor Elicitation Technique (ZMET) 46
2.4.3 Network Analysis Method 50
Summary 53
Chapter 3 Methodology 55
3.1 Stage 1: Preliminary Exploration of Green Brand Associations 56
3.1.1 Selection of Green Brands 56
3.1.2 Interview Preparation 57
3.1.3 Pilot-testing 58
3.2 Stage 2: Elicitation of Green Brand Associations 58
3.2.1 Theoretical Sampling 59
3.2.2 Data Collection: ZMET Interview 61
3.2.3 Data Analysis: Open Coding, Axial Coding, and Selective Coding 62
3.2.4 Construction of the Consensus Map 66
3.2.5 Assurance Reliability and Validity 67
3.3 Stage 3: Structural Analysis of Green Brand Associations 71
3.3.1 Construction of Adjacency Matrix 71
3.3.2 Centrality Measures 72
3.3.3 Cohesion Measures 74
Chapter 4 Results 75
4.1 Results of Survey 75
4.2 Results of ZMET Interviews 77
4.2.1 Elicitation of Associations 77
4.2.2 Consensus Maps 80
4.2.2.1 Visual Analysis for Consensus Maps 80
4.2.2.2 Concepts and Relationships in the Consensus Maps 86
4.3 Results of Network Analysis Methods 110
4.3.1 Centrality Measures 110
4.3.2 Cohesion Measures 115
Chapter 5 Discussion and Conclusions 117
5.1 Discussion 117
5.2 Contributions 128
5.3 Limitations and Future Research Directions 131
Appendixes 134
A. Interviewee Instruction Sheet 134
B. Survey Questionnaire 135
C. Statistics of Interview Data 137
D. Coding Rules 139
E. Consensus Maps for Split Halves 142
F. Consensus Maps for Familiarity Groups 145
G. Backgrounds of the Participants 148
References 149		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098355509en_US
dc.subject (關鍵詞) 綠色品牌聯想zh_TW
dc.subject (關鍵詞) 隱喻抽引法zh_TW
dc.subject (關鍵詞) 網絡分析zh_TW
dc.subject (關鍵詞) green brand associationsen_US
dc.subject (關鍵詞) ZMETen_US
dc.subject (關鍵詞) network analysisen_US
dc.title (題名) 綠色品牌聯想的建構與分析zh_TW
dc.title (題名) Construction and Analysis of Green Brand Associationsen_US
dc.type (資料類型) thesisen
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