Title page for etd-0702112-214256


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URN etd-0702112-214256
Author Ya-fen Lin
Author's Email Address No Public.
Statistics This thesis had been viewed 5579 times. Download 934 times.
Department Business Management
Year 2011
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Influences of the Green Advertisement Appeal and Cause-Related Marketing on Advertisement Effects
-A Study of Bottled Water
Date of Defense 2012-06-16
Page Count 90
Keyword
  • green advertisement
  • advertisement appeal
  • emotional appeal
  • moral appeal
  • cause related marketing
  • advertisement effect
  • Abstract Recently, the environmental consciousness has grown gradually in the world. The trend of the green consuming has been the important, global issue. If the enterprise wants to maintain the competence, and have the sustainable management, it should take the environmental issue as a new opportunity and start to do the green marketing and the green advertisement to attract the consumers.
    The previous research about the influence of Ad appeals on the Ad effect is more related to the comparison between rational appeal and emotional appeal, but it still lack consistent result. Besides, the research on the Ad effect of Cause Related Marketing has just focused on CRM Ad but lack the study of Green Ad. Therefore, this study would take the influence of different Ad appeals and CRM on the green Ad effect and would have a study on the bottled water.
    The present study uses experimental design to investigate the effects of the types of Ad appeals (emotional appeal and moral appeal) and CRM (with and without) on green Ad effect. And a 2X2 factorial design is conducted.
    The results indicate that in the green Ad of the bottled water, the influence of rational appeal and emotional appeal on Ad effect is no significantly different. The green Ad effects with CRM and without CRM are no significantly different. The modifying effect of Ad with and without CRM is working in Ad attitude,is not working in brand attitude and purchasing intention.
    Advisory Committee
  • Pin-Yang Liu - chair
  • Tsuang Kuo - co-chair
  • Tai-Hwa Chow - advisor
  • Files
  • etd-0702112-214256.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2012-07-02

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