頁籤選單縮合
題 名 | The Influence of Environmentally Orientated Marketing Strategies on Corporate Image and Customer Loyalty--The Moderating Role of Consumers' Environmental Concerns |
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作 者 | Wang, Ru-yu; Yen, Ghi-feng; Yang, Hsin-ti; Lin, Yi-hsuan; | 書刊名 | Academy of Taiwan Business Management Review |
卷 期 | 10:2 2014.08[民103.08] |
頁 次 | 頁115-121 |
分類號 | 496.7 |
關鍵詞 | Environmentally orientated marketing strategies; EOMS; Corporate social responsibility; CSR; Corporate image; Customer loyalty; Consumers' environmental concerns; |
語 文 | 英文(English) |
英文摘要 | The purpose of this study is to try to explore the influence of environmentally orientated marketing strategies (EOMS), in addition to the green orientated buying behaviors identified by previous research, on corporate image and customer loyalty as well as the moderating effects of consumers’ environmental concerns on these relationships. The findings indicated that: (1) corporate environmental appeals have positive influences on both corporate image and customer loyalty; (2) consumers’ environmental concerns have no moderating effect on the relationship between EOMS and customer loyalty; (3) however, consumers’ environmental concerns do moderate the relationship between EOMS and corporate image; while consumers with low level of environmental concerns were moderated more than those with high environmental concerns. These findings raise important issues on the practice of corporate social responsibility (CSR) including that consumers with high level of environmental concerns, those who have higher standard and expectations, have low sensitivity to corporate environmental appeals’ activity. |
本系統中英文摘要資訊取自各篇刊載內容。