对品牌的影响绿色品牌传播协会和态度外文翻译.doc

本科毕业论文（设计） 外 文 翻 译 原文： Effects of green brand communication on brand associations and attitude 1.Introduction 2.Green brand associations 3.Communicational implementation of green brand associations 4.Effects on brand attitude 5.Method 6.Results 7.Discussion 7.1.Managerial implications 7.2.Limitations and future research Abstract This study analyses the communicational implementation of green brand associations. Three distinct types of emotional brand benefits suitable for green branding are identified: the feeling of well-being (“warm glow”) from acting in an altruistic way, self-expressive benefits, and nature-related consumption experiences. Dimensionality of green brand associations and impact on brand attitude are tested in the scope of a survey of consumer perceptions of three established energy brands in the Spanish consumer-energy market, one of them recently positioned as a green energy brand. Results of the study confirm significant perceptual effects of green brand communications, proposed dimen-sions of green brand benefits, as well as significant positive attitude effects of green brand associations. 1 Introduction At present, there is little doubt about the strategic importance of adequately defined brand associations and the relevant role of brand communication in the context of brand implementation (Keller 1993; de Chernatony, and Dall’Olmo Riley 1998; Aaker, and Joachimsthaler 2000; Esch 2001, 2004). Although green marketing has been an important research topic for more than three decades (e.g., Kassarjian 1971; Kinnear et al. 1974; Coddington 1993; Ottman 1994; Weinberg 1994, Peattie, 1995; Polonsky, and MintuWimsatt 1995; Schlegelmilch, Bohlen, and Diamantopoulos 1996; Kalafatis et al. 1999; Polonsky, and Rosenberg, 2001), hardly any research has been conducted that focuses specifically on green branding. While the perceived value of environmentally sound product attributes has been analysed to some extend (Roozen and Pelsmacker 1998), th