—In recent years the fictitious spokesperson have been widely adapted by enterprises as one of their new marketing methods that not only serves as company icon but also affects consumer’s behaviour in different aspects. The research analyzed how the fictitious character which created by the enterprise has the influence on the customer behavior in environmental aspect. This research used the President Chain Store Corp., and its fictitious character- Open-Jiang as an example and proceeded the SEM analysis by analyzing a questionnaire survey which comprise five aspects such as the Open-Jiang environmental image, spokesman acceptance, corporate image, product accepts and loyalty share. As the verification of the research model showed, the Open-Jiang environmental image has a positive influence on loyalty share. When the consumer had higher sympathy with the fictitious character, there is a high acceptance of environmental concept which delivered by the enterprise through the fictitious character.
—Fictitious spokesman, environmental image, loyalty.
The authors are with the Department of Information and Communication, Zhejiang Industry & Trade Vocational College, China (e-mail: firstname.lastname@example.org, email@example.com).
Cite:Xiuqiang Pan and Yu-Ming Fei, "Fictitious Spokesperson to Enhance Corporate Environmental Image," International Journal of Environmental Science and Development vol. 4, no. 3, pp. 307-310, 2013.