北京工商大学学报
(
社会科学版
)摇 摇 摇 摇 2015
年
摇
第
4
期
[
16
]
Kirk C P
,
Ray I
,
Wilson B. The impact of brand
value on firm valuation
:
the moderating influence of firm type
[
J
]
. Journal of Brand Management
,
2013
,
20
(
6
):
488 -500.
[
17
]
Pakseresht A
,
Mark鄄Herbert C. Leveraging brand
value through corporate responsibility
[
J
]
. International Jour鄄
nal of Sustainable Development
,
2014
,
17
(
3
):
281 - 297.
[
18
]
Nam J
,
Ekinci Y
,
Whyatt G. Brand equity
,
brand loyalty and consumer satisfaction
[
J
]
. Annals of
Tourism Research
,
2011
,
38
(
3
):
1009 - 1030.
[
19
]
Chung T
,
Jang H
,
Han J. Financial鄄based brand
value of Incheon international airport
[
J
]
. The Asian Journal
of Shipping and Logistics
,
2013
,
29
(
2
):
267 - 286.
[
20
]
Tu觢kej U
,
Golob U
,
Podnar K. The role of con鄄
sumer鄄brand identification in building brand relationships
[
J
]
. Journal of Business Research
,
2013
,
66
(
1
):
53 - 59.
[
21
]
Chen Y S. The drivers of green brand equity
:
green brand image
,
green satisfaction
,
and green trust
[
J
]
.
Journal of Business Ethics
,
2010
,
93
(
2
):
307 - 319.
[
22
]
Keller K L. Conceptualizing
,
measuring
,
and
managing customer鄄based brand equity
[
J
]
. Journal of Mar鄄
keting
,
1993
,
57
(
1
):
1 - 22.
[
23
]
Aaker D A. Managing brand equity
:
capitalizing
on the value of a brand name
[
M
]
. New York
:
The Free
Press
,
1991.
[
24
]
Chen Y S
,
Chang C H. The influences of green
perceived quality and green brand awareness on green brand
equity
:
the mediation effect of green perceived risk
[
C
]
椅
PICMET. 2012 Proceedings of PICMET '12.
[
S. l.
]: [
s.
n.
],
2012
:
1152 - 1159.
[
25
]
Zeithaml V A. Consumer perceptions of price
,
quality
,
and value
:
a means鄄end model and synthesis of evi鄄
dence
[
J
]
. Journal of Marketing
,
1988
,
52
(
3
):
2 - 22.
[
26
]
Chang N J
,
Fong C M. Green product quality
,
green corporate image
,
green customer satisfaction
,
and green
customer loyalty
[
J
]
. African Journal of Business Manage鄄
ment
,
2010
,
4
(
13
):
2836 - 2844.
[
27
]
John D R
,
Loken B
,
Kim K
,
et al. Brand con鄄
cept maps
:
a methodology for identifying brand association
networks
[
J
]
. Journal of Marketing Research
,
2006
,
43
(
4
):
549 - 563.
[
28
]
Chen Y S
,
Chang C H. Enhance green purchase
intentions
:
the roles of green perceived value
,
green per鄄
ceived risk
,
and green trust
[
J
]
. Management Decision
,
2012
,
50
(
3
):
502 - 520.
[
29
]
Chen Y S
,
Lai S B
,
Wen C T. The influence of
green innovation performance on corporate advantage in Tai鄄
wan
[
J
]
. Journal of Business Ethics
,
2006
,
67
(
4
):
331 -
339.
Theory Construction and Measurement of Green Brand Value
Based on the Consumers蒺 Perspective
ZHANG Qiyao & SUN Xixiang
(
School of Management
,
Wuhan University of Technology
,
Wuhan
,
Hubei 430070
,
China
)
Abstract
: This paper has presented theoretical model of green brand value based on the consumers蒺 perspective. The model
includes five dimensions: green brand awareness, green brand quality perception, green brand loyalty, green brand association
and green perception value. This paper has carried out exploratory factor analysis, confirmatory factor analysis and competition
model analysis of the theoretical model successively with the constructed measurement of theoretical model of green brand value,
the data collected by the questionnaire, and with the green brand of consumer electronic products as an example. Taking the
green brand of consumer electronics as an example, the measurement based on the theoretical model of green brand value is con鄄
structed and the dates are collected by the questionnaire. The exploratory factor analysis, confirmatory factor analysis and the a鄄
nalysis of competition model are carried successively. Research results show that the theoretical model which is in a good coinci鄄
dence with the data is optimal, and the reliability and validity of the scale is good. The theoretical model and scale can be ap鄄
plied to the creation and management of green brand value for the company.
Key Words
: consumer; green brand value; green perception value; factor analysis
(
本文责编
摇
邓
摇
艳
)
·29·
