A brand-based perspective on differentiation of green brand positioning A network analysis approach

Wang Hui-Ju

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A brand-based perspective on differentiation of green brand positioning A network analysis approach

机译：基于品牌的绿色品牌定位差异视角网络分析方法

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摘要

Purpose - The purpose of this paper is to offer a perspective of brand-based analysis on green brand positioning differentiation through a network analysis approach.

机译：目的-本文的目的是通过网络分析方法为绿色品牌定位差异化提供基于品牌的分析视角。

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来源
《Management Decision》 |2017年第7期|1460-1475|共16页
作者
Wang Hui-Ju;
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作者单位

Fo Guang Univ, Jiaosi, Taiwan;

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原文格式 PDF
正文语种 eng
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关键词
Network analysis; Green brand positioning; Brand-based differentiation;

机译：网络分析;绿色品牌定位;品牌差异化;

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专利

1. A new approach to network analysis for brand positioning [J] . Hui-Ju Wang International Journal of Market Research . 2015,第5期

机译：品牌定位网络分析的新方法
2. Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach [J] . Butt Muhammad Mohsin, Mushtaq Saadia, Afzal Alia, Business Strategy and the Environment . 2017,第4期

机译：整合行为和品牌视角以最大化绿色品牌资产：一种整体方法
3. Exploring Green Brand Associations through a Network Analysis Approach [J] . Wang Hui-Ju, Horng Shun-Ching Psychology & marketing . 2016,第1期

机译：通过网络分析方法探索绿色品牌协会
4. A green's function approach to the analysis of non volatile memory device variability as a function of individual trap position [C] . Tisseur, R., Guerrieri, International Conference on Noise and Fluctuations . 2013

机译：格林函数方法用于分析非易失性存储设备的可变性，该可变性是各个陷阱位置的函数
5. Sport Brand Communities: A Social Network Analysis Perspective [D] . Lupinek, Joshua Michael. 2015

机译：体育品牌社区：社会网络分析的视角
6. Systematic Analysis of the Multiple Bioactivities of Green Tea through a Network Pharmacology Approach [O] . Shoude Zhang, Lei Shan, Qiao Li, 2014

机译：通过网络药理学方法对绿茶的多种生物活性进行系统分析
7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

A brand-based perspective on differentiation of green brand positioning A network analysis approach

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