In recent years, there has been increasing growth of advertising in the market. However, most studies have focused on how a product’s price and quality affect brand image. Few studies specifically emphasize green advertising and its effects on brand and corporate images. The purpose of this study is to investigate the impact of green advertising on brand image and also on corporate image. Moreover, this study aims to examine the differences between the relationship of green advertising to brand and corporate images under different cognitions of negative information. This research is quantitative, the questionnaire was designed to measure the advertising effect of green advertising and consumers’ perception of a corporation’s brand and corporate images. All the items on the question scales were revised based on previous research. The questionnaires were then distributed to and collected from the undergraduates of Chaoyang University of Technology in Taiwan. A total of 464 questionnaires were collected, with a valid percentage rate of 84.9% (394 questionnaires). The results indicate that green advertising has a partial, significant positive effect on brand and corporate images. Furthermore, there is also a partial, significant positive effect on the relationship between green advertising and corporate image within consumer groups with different cognitions towards negative information. However, as for the relationship between green advertising and brand image for consumer groups with different cognitions towards negative information, there is no significant positive effect.

 

Source: http://ethesys.lib.cyut.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730112-122009