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1 The Stud of Impact of the Green Image of Brand s Original Countr on Brand Strength (1) (2) (3) (4) (5) - 1 -

2 1. (Peattie, 1995Walters, 2006) (Patrick et al., 2005) Han and Terpstra (1988) Nagashima (1970) (Countr of OriginCOO) (Bech-Larsen, 1996Eagl and Kulesa, 1997Benito Gomez et al., 1999) (Peattie, 1995Patrick et al., 2005Walters, 2006) - 1 -

3 Peattie (1993) ( 1998) Plummer and Joseph1974 (Social Issue) Peattie (1993) Elkington (1993) (1) (2) (3) - 2 -

4 (4)(5) Simon (1992)(1)(2) (3)(4)(5) (6)(7)(8) (9)(10) (1999) (1) (2) (Securit)(Health)(Environment) (Countr Image)(Countr of Origin image COI) (Schooler, 1965) (Erickson et al., 1984) Han and Terpstra (1988) Harrison Walker (1995) () Han (1989) - 3 -

5 Johansson, Douglas and Nonaka (1985) 2.3 (Kesler, 1987Tauber, 1998Aaker, 1990) MahajanRao Srivastava Srivastava Shocker (1991)(Brand Strength) (Brand Value) Srivastava Shocker (Aaker, 1990Aaker and Keller, 1990)Feldwick (1996)(Brand Equit) (Brand Loalt)Marketing Science Institute (1988) Smith and Park (1992) - 4 -

6 Keller (2000)RajsrivastavaAllan shocker Keller (1993)(Strength) 2.4 Zaichkowsk (1986) Involvement with Advertisement Krugman (1965) Wright (1974) (Zaichkowsk, 1985)Greenwald and Leavitt (1984) Batra and Ra (1986) Involvement with Product Bowen and Chaffer (1974) Roberston (1976) Lastovicka and Gardner (1979) Bloch and Richins (1983) (Cohen, 1983)Batra and Ra (1985) Zaichkowsk (1994) - 5 -

7 2.4.3 Involvement with Purchase (Slama and Tashchian, 1985) (Celsi and Olson, 1988) H 3 H 1 H 2 H 4-1 H Y X 1 42 Y X Y X ξ 1 η 2 η 2 72 Y X Y 8 8 Y 1 Y 2 Y 3 5 X Y 9 Y

8 Han (1989)(Technical Advancement) (Prestige Value)(Workmanship)(Price) (Serviceabilit) (H 1 ) H 1 H 1 : Patrick et al., 2005) (H 2 ) H 2 H 2 : (1991) (H 3 ) H 3 H 3 :

9 (1997) (Rile, Ehrenberg, Castleberr, Barwise and Barnard, 1997) Kotler (2000) (H 4-1 H 4-2 ) H 4-1 H 4-2 H 4-1 : H 4-2 : 3.3 (Han,1990 ) / (,1999,2001,2002 Keller,2002Sheth et al., 1999) (Smith and Park, 1992) (Zaichkowsk, 1986) Zaichkowsk (1994) PII (Personal Involvement Inventor)

10 / MOTOROLA PANASONIC NOKIA SAMSUNG ASUS LENOVO 3.4 Cronbach s α / AVEDA Asience OLUT SKIN FOOD Snow White % % % % % 4 1.2% % % % % % % % % % % % % % 1 0.3% % 7 2.1% % % % % % 15, % % 15,00125, % % 25,00135, % 1 0.3% 35,00145, % () % 45,00155, %

11 % 55,00165, % % 65,001() % % % % % % % % % % % % % % 6 1.8% % LISREL ()( ) 2 2 (rival model) Y Y 1 Y 2 Y X Y X η Y X 3 31 ξ 1 21 η 2 72 Y X Y X Y 9 4 Y

12 GFI 0.9RMSEA ** 0.50** 0.40** 0.57** 0.46** 0.70** ** ** 0.83** 0.87** 0.71** 0.80** χ 2 /df GFI AGFI NFI NNFI RMSEA ** 0.42** 0.41** 0.62** 0.50** 0.60** ** 0.74** 0.76** 0.73** 0.73** 1.00** χ 2 /df GFI AGFI NFI NNFI RMSEA **1%*5% H 1 H ()0.50()0.40()0.57()0.46() 0.70() ()0.42()0.41()0.62()0.50() 0.60() H 2 H ()()0.83()0.87( )0.71() 0.80() ()0.74()0.76(

13 )0.73()0.73() 1.00() ** 0.50** 0.41** 0.57** 0.45** 0.70** ** ** 0.92** 0.88** 0.65** 0.79** χ 2 /df GFI AGFI NFI NNFI RMSEA ** 0.42** 0.42** 0.50** 0.50** 0.60** ** 0.74** 0.79** 0.70** 0.73** 1.00** χ 2 /df GFI AGFI NFI NNFI RMSEA **1%*5% H 3 H H 4-1

14 4-1 GFI 0.9RMSEA *** 11 (t=6.74) *** (t=12.3 6) 0.35*** (t=6.94) 0.69*** (t=9.97) 0.44*** (t=8.60) *** (t=11.2 8) 0.37*** (t=6.63) 0.73*** (t=10.4 9) 0.34*** (t=6.34) 0.92*** (t=8.46) *** (t=6.96) 0.78*** (t=8.61) 0.53*** (t=8.62) 0.89*** (t=12.1 1) 0.57*** (t=8.40) 0.75*** (t=12.8 4) 0.44*** (t=7.34) 0.74*** (t=9.41) 0.48*** (t=7.79) 0.74*** (t=10.7 6) 0.71*** (t=9.04) 0.77*** (t=9.37) 0.72*** (t=8.06) 0.87*** (t=11.3 6) χ df χ 2 /df GFI RMSE A p0.1; *p0.05; **p0.01; ***p H 4-2 F * * 3.762* * 3.071* * * * * -

15 * * * * - F * *5% H 1 H 2 H 3 H 4-1 H LISREL ( )

16 Han1990 Han1990 Olson and Jacob1974 Johansson, Douglas and Nonaka (1985)

17 1. Aaker, D. A. (1990), Brand Extensions: the Good, the Bad and the Ugl, Sloan Management Review, Vol. 47, pp Aaker, D. A. and Keller, K. L. (1990), Consumer Evaluations of Brand Extensions, Journal of Marketing, Vol. 54, pp Batra, R. and Ra, M. L. (1986), Affective Responses Mediating Acceptance of Advertising, Journal of Consumer Research, Vol.13, pp Batra, R. and Ra, M. L. (1985), Operationalizing Involvement as Depth and Qualit of Cognitive Response. Advances in Consumer Research, X, Richard L. Bagozzi and Alice M. Tbout. eds., Ann Arbor. MI: Association for Consumer Research, pp Bech, L. T. ( 1996), Danish Consumers' Attitudes to the Functional and Environmental Characteristics of Food Packaging, Journal of Consumer Polic, Vol.19, pp Benito, G. C. and Noa, F. J. and Paniagua, A. (199 9), Actitudes Comportamientos Hacia el Medioambiente en España, Madrid: Centro de Investigaciones Sociológicas. 7. Bloch, P. H. and Richins, J. R. (1983), A Theoretical Model for Stud of Product Importance Perceptions, Journal of Marketing, Vol. 47, pp Bowen, L. and Chaffer, S. H. (1974), Product Involvement and Pertinent Advertising Appeals, Journalism Quarterl, Vol. 51, pp Celsi, R. L. and Olson, J. C. (1988), The Role of Involvement in Attention and Comprehension Processes, Journal of Consumer Research, Vol. 15, No 2, pp Cohen, J. and Cohen, P., (198 3), Applied Multiple Regression/Correlation Analsis for the Behavioral Sciences, 2nd Ed., Hillsdale, New Jerse: Lawrence Erlbaum Associates, lnc. 11. Eagl, A. H. and Kulesa, P., (1997), Attitudes, attitude structure, and resistance to change. Environmental Ethics and Behavior, San Francisco: New Lexington.: pp Elkington, J. and Hailes, J. and Makower, J., (1993), The Green Consumer. USA Inc: Viking/Penguin Books. 13. Erickson, G. M. and John, K. J. (1984), Image Variables in Multi-Attribute Product Evaluation: Countr of Origin Effects, Journal of Consumer Research, Vol.11, No 2, pp Feldwick, P. (1996), Do We Reall Need Brand Equit? Journal of Brand Management, Vol.4, pp

18 15. Greenwald, A. G. and Leavitt, C. (1984), Audience Involvement in Advertising: Four Levels, Journal of Consumer Research, Vol.11, pp Han, C. M. (1989), Countr Image: Halo or Summar Construct Journal of Marketing, Vol.26, pp Han, C. M. (1990), Testing the Role of Countr Image in Consumer Choice Behavior, European Journal of Marketing, Vol.24, No 6, pp Han, C. M. and Terpstra, V. (1988), Countr-of-Origin Effects for Uni-National and Bi-National, Journal of International Business Studies, Vol.19, No 2, pp Harrison-Walker, L. J. (1995), The Relative Effects of National Stereotpe and Advertising, The Journal of Services Marketing Vol. 9, No 1, pp Johansson, S. P. and Douglas, and Nonaka, I. (1985), Assessing the Impact of Countr of Origin on Product Evaluations: A New Methodological Perspective, Journal of Marketing Research, Vol.22, pp Keller, K. L. (2000), The Brand Report Card, Harvard Business Review, Vol. 78, No 1, pp Keller, K. L. (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equit, Journal of Marketing, Vol.57, pp Keller, K. L. (2002), Strategic Banding Management: Building, Measuring Brand Equit, New Jerse, Prentice Hall. 24. Kesler, L. (1987), Extensions leave brand in new area, Advertising Age, June/1: S Kotler, P. (2000), Marketing Management, Tenth edition, Prentice-Hall, New Jerse. 26. Krugman, H. E. (1965), The Impact of Television Advertising Learning without Involvement, Public Opinion Quarterl, Vol.29, pp Lastovicka, G. and Gardner, D. M. (19 79), Components of involvement, in Malone, J. and Silverman, B. (Eds). Attitude Research Plas for High Stakes, American Marketing. 28. Marketing Science Institute Research Topics (1988), Cambridge, MA: Marketing Science Institute. 29. Nagashima, A. A. (1970), Comparison of Japanese and U.S. Attitudes toward Foreign Products, Journal of Marketing, Vol.34, pp Olson, J.C. and Jacob, J. (1974), Intrinsic Versus Extrinsic Cues as Determinants of Perceived Product Qualit, Journal of Applied Pscholog, Vol.59, No1, pp Patrick, H. and Ibáñez, V. A. and Sainz, F. J. F. (2005), Green Branding Effects on Attitude: Functional Versus Emotional Positioning Strategies, Marketing Intelligence and Planning, Vol.23, No1, pp Peattie, K. (1995), Environmental marketing managementmeeting the green challenge, London: Pitman publishing. 33. Peattie, K. (1993), Green Marketing, London: Pitman Publishing. 34. Plummer, and Joseph, T. (1994), The Concept and Application of Life Stle Segmentation, Journal of Marketing, Vol.38, pp

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