文章基本信息

标题：Fictitious Spokesperson to Enhance Corporate Environmental Image
本地全文：下载
作者：Xiuqiang Pan ; Yu-Ming Fei
期刊名称：International Journal of Environmental Science and Development
印刷版ISSN：2010-0264
出版年度：2013
卷号：4
期号：3
页码：307-310
DOI：10.7763/IJESD.2013.V4.360
摘要：In recent years the fictitious spokesperson have been widely adapted by enterprises as one of their new marketing methods that not only serves as company icon but also affects consumer’s behaviour in different aspects.The research analyzed how the fictitious character which created by the enterprise has the influence on the customer behavior in environmental aspect.This research used the President Chain Store Corp., and its fictitious character- Open-Jiang as an example and proceeded the SEM analysis by analyzing a questionnaire survey which comprise five aspects such as the Open-Jiang environmental image, spokesman acceptance, corporate image, product accepts and loyalty share.As the verification of the research model showed, the Open-Jiang environmental image has a positive influence on loyalty share.When the consumer had higher sympathy with the fictitious character, there is a high acceptance of environmental concept which delivered by the enterprise through the fictitious character.
关键词：Fictitious spokesman; environmental image; loyalty