1、本科毕业论文（设计）外文翻译原文EFFECTSOFGREENBRANDCOMMUNICATIONONBRANDASSOCIATIONSANDATTITUDE1INTRODUCTION2GREENBRANDASSOCIATIONS3COMMUNICATIONALIMPLEMENTATIONOFGREENBRANDASSOCIATIONS4EFFECTSONBRANDATTITUDE5METHOD6RESULTS7DISCUSSION71MANAGERIALIMPLICATIONS72LIMITATIONSANDFUTURERESEARCHABSTRACTTHISSTUDYANALYSESTHEC
2、OMMUNICATIONALIMPLEMENTATIONOFGREENBRANDASSOCIATIONSTHREEDISTINCTTYPESOFEMOTIONALBRANDBENEFITSSUITABLEFORGREENBRANDINGAREIDENTIFIEDTHEFEELINGOFWELLBEING“WARMGLOW”FROMACTINGINANALTRUISTICWAY,SELFEXPRESSIVEBENEFITS,ANDNATURERELATEDCONSUMPTIONEXPERIENCESDIMENSIONALITYOFGREENBRANDASSOCIATIONSANDIMPACTON
3、BRANDATTITUDEARETESTEDINTHESCOPEOFASURVEYOFCONSUMERPERCEPTIONSOFTHREEESTABLISHEDENERGYBRANDSINTHESPANISHCONSUMERENERGYMARKET,ONEOFTHEMRECENTLYPOSITIONEDASAGREENENERGYBRANDRESULTSOFTHESTUDYCONFIRMSIGNIFICANTPERCEPTUALEFFECTSOFGREENBRANDCOMMUNICATIONS,PROPOSEDDIMENSIONSOFGREENBRANDBENEFITS,ASWELLASSIG
4、NIFICANTPOSITIVEATTITUDEEFFECTSOFGREENBRANDASSOCIATIONS1INTRODUCTIONATPRESENT,THEREISLITTLEDOUBTABOUTTHESTRATEGICIMPORTANCEOFADEQUATELYDEFINEDBRANDASSOCIATIONSANDTHERELEVANTROLEOFBRANDCOMMUNICATIONINTHECONTEXTOFBRANDIMPLEMENTATIONKELLER1993DECHERNATONY,ANDDALLOLMORILEY1998AAKER,ANDJOACHIMSTHALER2000
5、ESCH2001,2004ALTHOUGHGREENMARKETINGHASBEENANIMPORTANTRESEARCHTOPICFORMORETHANTHREEDECADESEG,KASSARJIAN1971KINNEARETAL1974CODDINGTON1993OTTMAN1994WEINBERG1994,PEATTIE,1995POLONSKY,ANDMINTUWIMSATT1995SCHLEGELMILCH,BOHLEN,ANDDIAMANTOPOULOS1996KALAFATISETAL1999POLONSKY,ANDROSENBERG,2001,HARDLYANYRESEARC
6、HHASBEENCONDUCTEDTHATFOCUSESSPECIFICALLYONGREENBRANDINGWHILETHEPERCEIVEDVALUEOFENVIRONMENTALLYSOUNDPRODUCTATTRIBUTESHASBEENANALYSEDTOSOMEEXTENDROOZENANDPELSMACKER1998,THEROLEOFEMOTIONALBENEFITSOFGREENBRANDSISSTILLLARGELYUNASSESSEDWITHANINCREASINGRELEVANCEOFEMOTIONALBRANDINGINSATURATEDMARKETS,BRANDCO
7、MMUNICATIONOFFERSANEFFECTIVETOOLFORTHEIMPLEMENTATIONOFEMOTIONALBENEFITSINGREENBRANDINGTHEPURPOSEOFTHISSTUDYISTOANALYSETHECOMMUNICATIONALIMPLEMENTATIONOFFUNCTIONALANDEMOTIONALGREENBRANDASSOCIATIONSANDTHEIRIMPACTONBRANDATTITUDEINTHECONTEXTOFTHEBRANDBUILDINGCAMPAIGNOFAGREENENERGYBRAND2GREENBRANDASSOCIA
8、TIONSMOSTAUTHORSAGREEONTHEMULTIDIMENSIONALSTRUCTUREOFBRANDASSOCIATIONSANDDISTINGUISHBETWEENFUNCTIONALPRODUCTRELATEDATTRIBUTESANDBENEFITSANDEMOTIONALORSYMBOLICBRANDBENEFITSBIEL1992KELLER1993DECHERNATONYANDDALLOLMORILEY1998BHATANDREDDY1998AAKERANDJOACHIMSTHALER2000FRANZENANDBOUWMAN2001,ESCH2004FUNCTIO
9、NALGREENBRANDASSO220PATRICKHARTMANNANDVANESSAAPAOLAZAIBEZCIATIONSAREESTABLISHEDASTHERESULTOFABRANDSTRATEGYBASEDONDELIVERINGINFORMATIONONTECHNICALPRODUCTATTRIBUTESRELATEDTOTHEREDUCEDENVIRONMENTALIMPACTOFTHEBRANDENVIRONMENTALPRODUCTATTRIBUTESMAYREFERTOENVIRONMENTALLYSOUNDPRODUCTIONPROCESSES,PRODUCTUSE
10、AND/ORPRODUCTELIMINATIONMEFFERT1993PEATTIE1995HOWEVER,FUNCTIONALGREENBRANDINGHASITSLIMITATIONSDUETOTHEFACTTHATTHEREDUCTIONOFAPRODUCTSENVIRONMENTALIMPACTGENERALLYDOESNOTDELIVERINDIVIDUALBENEFITSTOTHEBUYERTHEPERCEIVEDCUSTOMERBENEFITMIGHTBEINSUFFICIENTASAMOTIVATINGFACTORFORBRANDPURCHASEBELZANDDYLLIK199
11、6,ASFORMOSTPRODUCTSTHECONSUMERWOULDEXPERIENCEFUNCTIONALBENEFITSIEIMPROVEMENTOFENVIRONMENTALQUALITYONLYINCASEOFGENERALIZEDENVIRONMENTALLYSOUNDCONSUMERBEHAVIOURSATPRESENT,ANINCREASINGNUMBEROFBRANDSISBUILTONEMOTIONALBENEFITSDECHERNATONYETAL2000AAKER2000WEINBERGANDSALZMANN2004THEANALYSISOFEMOTIONALREACT
12、IONSCAPABLEOFDELIVERINGEMOTIONALBENEFITSINGREENBRANDINGLEADSTOTHEIDENTIFICATIONOFTHREEDISTINCTTYPESOFEMOTIONALCONSUMPTIONEXPERIENCESHARTMANN,APAOLAZA,ANDFORCADA2005AFEELINGOFWELLBEING“WARMGLOW”FROMACTINGINANALTRUISTICWAYRITOVANDKAHNEMANN1997ENVIRONMENTALLYCONSCIOUSCONSUMERSEXPERIENCEPERSONALSATISFAC
13、TIONBYCONTRIBUTINGTOTHEIMPROVEMENTOFTHECOMMONGOODENVIRONMENTSELFEXPRESSIVEBENEFITSTHROUGHTHESOCIALLYVISIBLECONSUMPTIONOFGREENBRANDSBELZANDDYLLIK1996THECONSUMPTIONOFGREENBRANDSALLOWSCONSUMERSTOSHOWTHEIRENVIRONMENTALCONSCIOUSNESSTOOTHERSEMOTIONALNATUREEXPERIENCESTHATCANBEEVOKEDBYTHEBRAND,IESENSATIONSA
14、NDFEELINGSNORMALLYEXPERIENCEDTHROUGHCONTACTWITHNATURETHEMOTIVATIONALBASISOFTHISTYPEOFEMOTIONALBENEFITISTHEFEELINGOF“EMOTIONALAFFINITYTOWARDSNATURE,”EG“LOVINGNATURE”OR“FEELINGONEWITHNATURE”KALS,SCHUMACHER,ANDMONTADA19993COMMUNICATIONALIMPLEMENTATIONOFGREENBRANDASSOCIATIONSGREENBRANDSCANEVOKEPOSITIVEE
15、MOTIONSINCERTAINTARGETGROUPSBYSIMPLYOFFERINGINFORMATIONONENVIRONMENTALLYSOUNDPRODUCTATTRIBUTESKNOWINGTHATABRANDISENVIRONMENTALLYSOUNDMAKESSOMECONSUMERSFEELBETTERWHILEPURCHASINGANDCONSUMINGTHEBRANDHOWEVERAMUCHSTRONGERANDEFFECTIVEEMOTIONALRESPONSECANBEOBTAINEDTHROUGHSPECIFICEMOTIONALBENEFITSEVOKEDEFFE
16、CTSOFGREENBRANDCOMMUNICATIONONBRANDASSOCIATIONSANDATTITUDE221ACTIVELYBYTHEBRANDTHEREISALARGENUMBEROFWELLSTUDIEDAPPROACHESTOTHEIMPLEMENTATIONOFEMOTIONALBRANDBENEFITSANDBRANDEXPERIENCESTHROUGHADVERTISINGWEINBERG1988,1992WEINBERG,ANDGRPPEL1989WEINBERG,ANDDIEHL2001,EGTRANSFORMATIONALADVERTISINGAAKER,AND
17、STAYMAN1992ANDEMOTIONALCONDITIONINGKROEBERRIEL1984KIM,LIM,ANDBHARGAVA1998KROEBERRIEL,ANDESCH2004FOLLOWINGTHESEMETHODS,FORINSTANCE,GREENBRANDSCANBEASSOCIATEDTHROUGHCOMMUNICATIONCAMPAIGNSATAPERCEPTUALLEVELWITHIMAGERYOFNATUREANDEVOKEEMOTIONALEXPERIENCESLIKETHEABOVEMENTIONED“AFFINITYTOWARDSNATURE”PASTCO
18、MMUNICATIONCAMPAIGNSOFBRANDSSUCHASOPEL“WONDERFULWORLD”,AEGECOLAVAMAT,BP,ASWELLASRECENTCAMPAIGNSSUCHASTHE“ENERGAVERDE”GREENENERGYCAMPAIGNOFTHESPANISHUTILITYIBERDROLAEMBEDTHEBRANDINPLEASANTIMAGERYOFNATURALENVIRONMENTS,AIMINGTOEVOKENATUREEXPERIENCESASEMOTIONALBRANDBENEFITSREGARDINGTHEEFFECTSOFGREENBRAN
19、DCOMMUNICATIONONTHEFORMATIONOFGREENBRANDASSOCIATIONS,THEFOLLOWINGHYPOTHESISISSUGGESTEDHYPOTHESIS1GREENBRANDCOMMUNICATIONLEADSTOTHEFORMATIONOFDISTINCTDIMENSIONSOFGREENBRANDASSOCIATIONS,REPRESENTINGTHEPERCEPTIONOFEITHERFUNCTIONALENVIRONMENTALLYSOUNDPRODUCTATTRIBUTES,FEELINGSOFWELLBEING“WARMGLOW”FROMAC
20、TINGINANALTRUISTICWAY,SELFEXPRESSIVEBENEFITS,OREMOTIONALNATUREEXPERIENCES4EFFECTSONBRANDATTITUDEREGARDINGTHEATTITUDINALEFFECTSOFGREENBRANDING,SOMESTUDIESSHOWTHATINCERTAINSITUATIONSCONSUMERATTITUDESCANBELESSPOSITIVETOWARDSGREENBRANDSASACONSEQUENCEOFAPERCEIVEDTRADEOFFBETWEENFUNCTIONALPERFORMANCEOFTHEB
21、RANDANDITSENVIRONMENTALIMPACTCODDINGTON,1993SCHLEGELMILCHETAL,1996FULLER1999HOWEVER,MOSTAUTHORSSUGGESTTHATTHEGROWINGENVIRONMENTALCONSCIOUSNESSAMONGCONSUMERSLEADSTOGENERALIZEDMOREPOSITIVEATTITUDESTOWARDSBRANDSTHATAREPERCEIVEDASENVIRONMENTALLYSOUNDBECHLARSEN1996EAGLY,ANDKULESA1997SWENSON,ANDWELLS1997H
22、YPOTHESIS2THECOMMUNICATIONALIMPLEMENTATIONOFGREENBRANDASSOCIATIONSLEADSTOAPOSITIVEEFFECTONBRANDATTITUDEFOLLOWINGTHEAPPROACHOFPERSUASIONMODELSSUCHASTHEELMPETTY,ANDCACIOPPO1983ORARIMODELBUCKETAL1995,2004,ITCANBEEXPECTEDTHATTWODISTINCTPROCESSESINTHEPERCEPTIONOFGREENBRANDATTRIBUTESLEADTOTHEFORMATIONOFBR
23、ANDATTITUDESTHECOGNITIVEEVALUATIONOFFUNCTIONALBRANDATTRIBUTESANDTHEAFFECTIVEREACTIONTOEMOTIONALBRANDBENEFITSINGREENMARKETINGRESEARCH,THEREISACERTAINCONTROVERSYREGARDINGTHERESPECTIVESTRENGTHOFTHE222PATRICKHARTMANNANDVANESSAAPAOLAZAIBEZATTITUDINALEFFECTSOFEITHERRATIONALPRODUCTATTRIBUTECENTREDOREMOTION
24、ALPERSUASIONSTRATEGIESMONHEMIUS1993DAVIS1993SMITH,HAUGTVEDT,ANDPETTY1994FINGER1994SWENSON,ANDWELLS1997FULLER1999INANEARLIEREXPERIMENTALSTUDY,HARTMANN,APAOLAZA,ANDFORCADA2005FOUNDSIGNIFICANTLYHIGHERATTITUDEEFFECTSOFEMOTIONALGREENBRANDPOSITIONING,COMPAREDTOAPRODUCTATTRIBUTECENTEREDBRANDPOSITIONINGHOWE
25、VER,THEATTITUDEEFFECTSOFSPECIFICFUNCTIONALANDEMOTIONALDIMENSIONSOFGREENBRANDASSOCIATIONSHAVENOTYETBEENEMPIRICALLYTESTEDAGAINSTEACHOTHERTHUS,THEFOLLOWINGRESEARCHAIMISPROPOSEDRESEARCHOBJECTIVECOMPARATIVEANALYSISOFTHERESPECTIVESTRENGTHOFTHEEFFECTSOFDISTINCTGREENBRANDASSOCIATIONSONBRANDATTITUDE5METHODAT
26、THEMOMENTOFTHEDATACOLLECTION,INTHESPANISHRESIDENTIALENERGYMARKETONLYONEBRAND,“IBERDROLAENERGAVERDE”IBERDROLAGREENENERGY,WASPOSITIONEDASAGREENENERGYBRANDTHEDATACOLLECTIONWASCARRIEDOUTINTHE4THAND5THMONTHOFANINTENSEBRANDBUILDINGEFFORTBYTHISENERGYPROVIDER,MAINLYTHROUGHADVERTISINGEARLIERSTUDIESEG,HARTMAN
27、N,APAOLAZA,ANDFORCADA2002SHOWALOWERDEGREEOFENVIRONMENTALASSOCIATIONSOFTHECORPORATEIBERDROLABRANDBEFORETHECAMPAIGNTHANOFANYOTHERBRANDINTHESTUDYFIGURE3THEADVERTISINGCAMPAIGNWASDEVELOPEDTOASSOCIATEEMOTIONALNATUREEXPERIENCESWITHTHEBRAND,FOLLOWINGRECOMMENDATIONSBYHARTMANN2002,THROUGHTHEUSEOFSPECIFICNATUR
28、EIMAGERYTESTEDINHISSTUDY,EGFLYINGEAGLE,MOUNTAINSCENERY,WATERFALL,ETCFURTHERMORE,ADSCONTAINEDCLAIMSDEVELOPEDTOBUILD“WARMGLOW”EMOTIONALBENEFITS“NOW,EVERYTIMEYOUSWITCHONYOURLIGHTYOUCANFEELGOODBECAUSEYOUAREHELPINGNATURE”EFFECTSOFGREENBRANDCOMMUNICATIONONBRANDASSOCIATIONSANDATTITUDE223FIGURE1VISUALIMPLEM
29、ENTATIONOFTHEGREENENERGYBRAND“IBERDROLAENERGAVERDE”EXTRACTFROMTVADVERTISING224PATRICKHARTMANNANDVANESSAAPAOLAZAIBEZADDITIONALLY,THEIMAGESOFAGROUPOFYOUNGPEOPLEINTHETVSPOTANDTHECLAIM“JOINUS”WEREAIMEDATGROUPSPECIFICSOCIALNORMS,ASSOCIATINGTHEBRANDWITHSELFEXPRESSIVEBENEFITSFIGURE1INTHESTUDY,THERESPONDENT
30、SGREENBRANDASSOCIATIONSANDBRANDATTITUDEWEREASSESSEDFORTHEIBERDROLAGREENENERGYBRANDANDTHETWOMOSTIMPORTANTCOMPETINGENERGYBRANDSENDESAANDUNIONFENOSATHEEFFECTOFGREENBRANDASSOCIATIONSONBRANDATTITUDEWASESTABLISHEDANALYZINGTHERELATIONSHIPBETWEENTHERESPONDENTSGREENBRANDASSOCIATIONSANDBRANDATTITUDEOFTHEBRAND
31、SINCLUDEDINTHESTUDYBESIDESIBERDROLAGREENENERGY,NONEOFTHEOTHERBRANDSINTHESPANISHENERGYMARKETHADIMPLEMENTEDAGREENBRANDINGCAMPAIGNATTHEMOMENTOFTHESTUDYALLBRANDSWEREWELLKNOWNTOTHERESPONDENTSANDALLRESPONDENTSHADBEENEXPOSEDREPEATEDLYTOTHETVADVERTISINGOFTHEIBERDROLACAMPAIGNINTHEMONTHSPRIORTOTHESTUDY6RESULT
32、STHECOMPARISONOFTHEASSOCIATIONSOFTHEBRANDSWITHTHESTATEMENT“BRANDXCARESABOUTTHEENVIRONMENT”INTHISSTUDYWITHRESULTSOBTAINEDINPREVIOUSRESEARCHHARTMANNETAL2002SHOWSTHATTHEIBERDROLAGREENENERGYBRANDISPERCEIVEDASSIGNIFICANTLYMOREENVIRONMENTALLYCOMMITTEDP00007DISCUSSIONRESULTSOFTHEEXPLORATORYANDCONFIRMATORYF
33、ACTORANALYSISCONDUCTEDSEEMTOSUPPORTTHEHYPOTHESISONTHEFORMATIONOFTHEPROPOSEDDISTINCTDIMENSIONSOFGREENBRANDASSOCIATIONSASACONSEQUENCEOFCOMMUNICATIONALBRANDIMPLEMENTATION,IEFUNCTIONALENVIRONMENTALLYSOUNDPRODUCTATTRIBUTES,FEELINGSOFWELLBEING“WARMGLOW”FROMACTINGINANALTRUISTICWAY,SELFEXPRESSIVEBENEFITSAND
34、EMOTIONALNATUREEXPERIENCESH1FURTHERMORE,THESTRUCTURALEQUATIONANALYSISPROVEDPARTIALLYSUPPORTIVEOFANOVERALLPOSITIVEEFFECTOFGREENBRANDASSOCIATIONSONBRANDATTITUDEH2,SINCEFUNCTIONALENVIRONMENTALBRANDASSOCIATIONSANDTHEEMOTIONALBENEFIT“NATUREEXPERIENCES”HADASIGNIFICANTPOSITIVEINFLUENCEONTHEATTITUDECONSTRUC
35、THOWEVER“WARMGLOW”FEELINGSANDSELFEXPRESSIVEEMOTIONALBENEFITS,ALTHOUGHPERCEIVEDBYTHERESPONDENTS,HADNOSIGNIFICANTPOSITIVEATTITUDEEFFECTSABSENCEOFATTITUDEEFFECTSCANBEEITHERDUETOTHEGENERALABSENCEOFATTITUDEEFFECTSOFTHESEDIMENSIONSOFGREENEFFECTSOFGREENBRANDCOMMUNICATIONONBRANDASSOCIATIONSANDATTITUDE231BRA
36、NDASSOCIATIONS,ORASACONSEQUENCEOFAWEAKIMPLEMENTATIONTHROUGHADVERTISINGREGARDINGTHECONTROVERSYONTHERESPECTIVESTRENGTHOFEITHERFUNCTIONALOREMOTIONALBRANDINGSTRATEGIESINGREENBRANDING,RESULTSSUGGESTASTRONGERINFLUENCEOFTHEEMOTIONALBENEFIT“NATUREEXPERIENCES”INTHISSPECIFICCASESTILL,THECONCLUSIONTHATANEXCLUS
37、IVELYEMOTIONALGREENBRANDINGWOULDBETHEMOSTEFFECTIVEBRANDINGSTRATEGYINGREENMARKETINGCANNOTBESUPPORTED,ASALLDIMENSIONSOFGREENBRANDASSOCIATIONSWEREHIGHLYCORRELATED,BEINGINDICATIVEOFAHIGHDEGREEOFINTERACTIONOFCOGNITIVEANDEMOTIONALPROCESSESINTHEFORMATIONOFATTITUDETOWARDSGREENBRANDS71MANAGERIALIMPLICATIONSR
38、ESULTSOFTHESTUDYSHOWTHATTHEADEQUATEIMPLEMENTATIONOFGREENBRANDASSOCIATIONSTHROUGHADVERTISINGCANBEANEFFECTIVEMETHODFORTHEIMPROVEMENTOFBRANDATTITUDEINTHISSPECIFICCASE,THEBRANDPERCEIVEDASTHELEASTENVIRONMENTALRESPONSIBLEONEOFTHREECOMPETINGBRANDSCOULDBEREPOSITIONEDASTHEGREENESTBRANDAFTERONLYFOURMONTHOFADV
39、ERTISINGEFFORTHOWEVER,WHILEMOSTRESEARCHERSINGREENMARKETINGPOSTULATEFUNCTIONALSTRATEGIESDELIVERINGDETAILEDINFORMATIONONENVIRONMENTALLYSOUNDPRODUCTATTRIBUTES,THISSTUDYSUPPORTSMORESIGNIFICANTATTITUDEEFFECTSOFEMOTIONALGREENBRANDBENEFITS,SPECIFICALLYOFTHETYPE“NATUREEXPERIENCES”ANEXCLUSIVELYFUNCTIONALGREE
40、NBRANDINGMAYFALLSHORTOFDELIVERINGINDIVIDUALBENEFITSTOCUSTOMERSBELZ,ANDDYLLIK1996,ASSUMESRATIONALDECISIONPROCESSESANDLIMITSCAPACITYFORBRANDDIFFERENTIATIONKROEBERRIEL1991AAKER1996WHILEEMOTIONALGREENBRANDINGHASTHEPOTENTIALTOOVERCOMETHESELIMITATIONS,ANEXCLUSIVELYEMOTIONALGREENBRANDINGCOULDLEADTOWEAKERTH
41、ANPOSSIBLEATTITUDEEFFECTS,CAUSEDPRESUMABLYBYAPOSSIBLEMISINTERPRETATIONOFVAGUEGREENCLAIMSPICKET,KANGUN,ANDGROVE,1995ATTITUDEFORMATIONMOSTPROBABLYTAKESPLACETHROUGHANINTENSIVEINTERACTIONOFCOGNITIVEANDEMOTIONALPROCESSESCONSEQUENTLY,HIGHESTATTITUDEEFFECTSWOULDBEACHIEVEDBYACOMBINEDBRANDINGSTRATEGYCENTERED
42、INTHEIMPLEMENTATIONOFEMOTIONALBENEFITSTHATARESUSTAINEDBYINFORMATIONONENVIRONMENTALLYSOUNDPRODUCTATTRIBUTESWHILETHREEDISTINCTTYPESOFGREENEMOTIONALBENEFITSWEREPROPOSEDANDANALYZEDINTHISSTUDY,ONLYNATUREEXPERIENCESPROVEDEFFECTIVEINENHANCINGBRANDATTITUDETHEIMPLEMENTATIONOFNATUREEXPERIENCESTHROUGHBRANDCOMM
43、UNICATIONSEEMSTOBEMOREFEASIBLETHANTOASSOCIATETHEFEELINGOFWELLBEING“WARMGLOW”FROMACTINGINANALTRUISTICWAY,IE“DOINGSOMETHINGGOODTOSOCIETYANDNATURE”,ORSELFEXPRESSIVEBENEFITSWITHTHEBRANDINTHESPECIFICCASEOFANENERGYBRAND,SELFEXPRESSIVEBENEFITSMIGHTNOTBERELEVANTASEMO232PATRICKHARTMANNANDVANESSAAPAOLAZAIBEZT
44、IONALCONSUMPTIONEXPERIENCESATALL,ASTHEBRANDISNOTCONSUMEDINASOCIALLYVISIBLEMANNERONTHEOTHERHAND,THEASSOCIATIONOFABRANDWITHNATUREEXPERIENCESISSTRAIGHTFORWARD,APPLYINGTHEPRINCIPLESOFTRANSFORMATIONALADVERTISINGOREMOTIONALCONDITIONINGTECHNIQUESEMBEDDINGTHEBRANDINACOHERENTANDCONSISTENTMANNERINPLEASANTNATU
45、REIMAGERYTHATEVOKESNATUREEXPERIENCESINTHETARGETGROUP72LIMITATIONSANDFUTURERESEARCHTHESTUDYHASANUMBEROFLIMITATIONSFIRST,THERESEARCHHASPRIMARILYBEENOFANEXPLORATORYNATUREFOCUSINGONJUSTONEPARTICULARGREENBRANDINONESPECIFICPRODUCTCATEGORYTHEFINDINGSNEEDTOBECONFIRMEDFOROTHERBRANDSANDPRODUCTCATEGORIESSECOND
46、,THEMEASURESUSED,WHILEPROVIDINGGOODRELIABILITYANDVALIDITY,HAVETHEIRLIMITATIONS,ESPECIALLYINTHECASEOFTHEEMOTIONALDIMENSIONSOFGREENBRANDASSOCIATIONSTHIRD,THESAMPLECONSISTEDOFSUBJECTSSELECTEDBYCONVENIENCEANDQUOTAAREPRESENTATIVESAMPLEWOULDHAVESTRENGTHENEDTHERESULTSOBTAINEDFUTURERESEARCHONTHESUBJECTSHOUL
47、DFIRSTCONCENTRATEONTHEFURTHERDEVELOPMENTOFTHECONSTRUCTSUSEDINTHESTUDY,PARTICULARLYTHATOFTHEEMOTIONALDIMENSIONOFGREENBRANDASSOCIATIONSTHEMETHODUSINGVISUALSSHOULDBECOMBINEDWITHADDITIONALMEASURES,EGSEMANTICDIFFERENTIALSCALES,BIOMETRICMEASURES,ETCTHISCANINTURNRESULTINABETTERASSESSMENTOFVARIABLES,AFTERWH
48、ICHTHERELATIONSHIPSBETWEENTHECONSIDEREDCONSTRUCTSCANBEBETTERUNDERSTOODTHESTUDYSHOULDTHENBEREPLICATEDWITHINDIFFERENTPRODUCTCATEGORIESANDWITHAMOREREPRESENTATIVESAMPLESOURCEPATRICKHARTMANNANDVANESSAAPAOLAZAIBEZ,EFFECTSOFGREENBRANDCOMMUNICATIONONBRAND2006,INTERNATIONALADVERTISINGANDCOMMUNICATION,PARTIII
49、,PAGES217236译文对品牌的影响绿色品牌传播协会和态度1简介2绿色品牌联想3交际实施绿色品牌协会4对品牌态度的影响5方法6结果7讨论71管理的影响72研究限制和今后的研究摘要这项研究分析了实施绿色品牌联想交际。三种情感品牌效益，绿色品牌适合不同类型的确定在幸福的从一种利他主义的方式，自我表现利益，与自然相关的消费经验行事（“暖光“）的感觉。绿色品牌联想对品牌态度的影响和测试维度中的一个在西班牙的三个消费能源市场建立能源品牌，其中一人最近作为绿色能源消费者认知的品牌定位的调查范围。研究结果证实了绿色品牌传播效果显着的感性认识，提出维，绿色品牌效益本期开始，以及显着的绿色品牌协会积极态度的影响。1简介目前，有关于充分界定品牌联想的战略重要性，以及品牌传播在品牌的执行情况（1993年凯勒的相关作用毫无疑问，德CHERNATONY，莱利和DALLOLMO1998年阿克尔和JOACHIMSTHALER2000埃斯2001年，2004年）。虽然绿色营销已超过三十年（例如，KASSARJIAN1971年的一个重要研究课题金尼尔等人1974科丁顿1993奥特曼1994年，温伯格1994年，PEATTIE，1995POLONSKY和MINTUWIMSATT1995施勒格尔米尔希，波伦，和DIAMANTOPOULOS1996KALAFATIS等，1999
