Does corporate image really enhance consumer’s behavioural intentions?

ABSTRACT

This study determines that cognitive image and affective image have various mediation roles between the environmental marketing strategy and behavioural intentions. By utilizing an online survey for data collection, a total of 280 complete responses were obtained. The results reveal that the different corporate images perceived by customers would result in various behavioural intentions. In particular, Cognitive image plays a mediating role between environmental marketing strategy and the revisit intension while environmental marketing strategy benefits the willingness to pay a premium through cognitive image.

KEYWORDS:

• Environmental marketing strategy
• corporate image
• cognitive image
• affective image
• behavioural intentions

Acknowledgement

The authors would like to thank anonymous reviewers for useful suggestions and the Ministry of Science and Technology of Taiwan for financial support [Grant number: MOST 103-2511-S-228-003-MY3].

Disclosure statement

No potential conflict of interest was reported by the authors.