1. Instructor: Kate Chen Presenter: Vicky Kao Date: January 4th, 2010
The Effect of Green Advertising to Corporate Brand Image－Take Product Attribute as a Moderator  
Instructor: Kate Chen
Presenter: Vicky Kao
Date: January 4th, 2010

2. Contents
Introduction
Literature Review
Methodology

3. Introduction Research Background Statement of Problems
Purpose of the Study
Research Question

4. Research Background
In the current competitive environment, many companies are devoted to enhance their corporate brand image

5. Research Background
In recent years, with the rise of eco-awareness and has been widely discussed, many companies also take environmental issues to improve their own corporate brand image

6. Research Background
By using green advertising, companies can inform the public about their concern for environment issues

7. Statement of Problems
In the past few years, most of the studies focus on product prices and quality of how it affects corporate brand image, few studies emphasize specifically on green advertising.

8. Purpose of the Study
To investigate the influence between green advertising and corporate brand image
To examine the different influence between green advertising and corporate brand image under different product attribute

9. Research Question
Does the different product attribute reduce or gain the effect of green advertising to corporate brand image
Which has the most impact on corporate brand image, green advertising or product attribute

10. Literature Review Green Advertising Corporate Brand Image
Product Attribute

11. Green Advertising
The word, green, has become a synonym for dealing with environmental related issues, for example, the resource consumption and the environmental pollution expansion
(Oliff, 1990)

12. Green Advertising
Green advertising varied in the extent to which it addressed environmental issues: from simple claims on the environmental friendliness of products, to corporate image campaigns stressing the environmental credential of large companies, to public campaigns promoting environmentally responsible behaviours
(Iyer & Banerjee, 1993)

13. Green Advertising
Accompanying the increased consumer concern regarding the environment in the late 1980s and early 1990s, there occurred a growth in green marketing practices and, specifically, green advertising
(Carlson, 1996)

14. Corporate Brand Image
Brand is a name, symbol, design or logo, it can increase the functional benefits of products or other value
(Farquhar, 1990)

15. Corporate Brand Image
The definition of corporate brand image is described as the overall impression made on the mind of the public about a firm or a organization
(Barich & Kotler, 1991)

16. Corporate Brand Image
Corporate branding is an intangible asset of a company. Corporate brand differs from product branding as it stresses the importance of brand values and behaviors
(Silva, 2006)

17. Product Attribute
Product attributes is the combination of extrinsic and intrinsic of product, and it can be perceived by consumers
(Liao, 2003)

18. Methodology
Research Framework
Instrument

19. Research Framework Green Advertising Corporate Brand Image
Pruduct Attribute

20. Instrument
Questionnaire Survey
Participants:
Location:

21. Thanks for your attention