在全球環保意識逐漸抬頭與消費者價值觀轉變的背景下，企業如何透過有效的行銷策略來強化品牌忠誠度，已成為品牌經營的重要課題。特別是在瓶裝水產業中，產品同質性高、價格競爭激烈，使得品牌需藉由溝通策略與永續價值的整合，來建立與消費者之間穩固且長期的關係。因此，本研究以台灣瓶裝水市場中具代表性的品牌「台鹽」為研究對象，探討整合行銷傳播（Integrated Marketing Communications, IMC）與綠色行銷(Green Marketing)對品牌忠誠度之影響，並以「知覺價值」作為中介變項，進一步驗證其在品牌忠誠形成機制中的角色與路徑。

本研究首先建構理論模型，將整合行銷傳播分為三個構面：「訊息一致性」、「互動性」與「連接性」；綠色行銷則區分為「產品綠化」與「綠色促銷行為」兩構面。透過這些行銷活動所創造的「知覺價值」，作為企業策略與消費者忠誠之間的中介橋梁，建構出一套理論與實務結合之研究架構。

研究方法方面，本研究採用量化研究設計，透過 Hawkins 表單發放問卷，共回收有效樣本 334 份，並使用 SPSS進行迴歸分析與中介效果檢驗。研究結果顯示，整合行銷三構面與綠色行銷兩構面皆對品牌忠誠度具有正向顯著影響，其中以「連接性」影響力最為顯著。同時，知覺價值在整合行銷與綠色行銷與品牌忠誠之間，扮演了「中介」的角色，顯示企業若能有效強化消費者對品牌之價值認知，將更有助於培養其忠誠度。

本研究補充了過去較少整合 IMC 與綠色行銷於模型的研究缺口，並重新定位知覺價值在品牌忠誠形成中的理論地位，突顯其作為認知轉換橋梁的重要角色，亦為台灣快速消費品品牌的品牌行銷策略以提實證案例作參考。

在實務應用層面，企業應加強行銷訊息的整合與平台間的一致性溝通，並結合互動策略與社群媒體經營，提升品牌連接力。同時，應將綠色價值落實於產品設計與推廣中，透過實質的環保作為與明確的環境訴求，創造消費者對品牌的正向認同與價值感知。最終，透過知覺價值的累積與強化，促使消費者從認同到忠誠，形塑品牌長期競爭優勢。

綜上所述，本研究不僅提供一套可操作的品牌策略模型，亦為未來品牌行銷研究提供理論基礎與延伸方向。後續研究可擴展至其他產品類型或國際品牌，並導入其他中介或調節變項，如品牌形象、消費者綠色意識等，以進一步豐富品牌忠誠之形成機制。

In response to rising global environmental awareness and shifting consumer values, enhancing brand loyalty through strategic marketing has become a key focus for brands, particularly in highly competitive and homogeneous product markets such as the bottled water industry. This study examines how Integrated Marketing Communications (IMC) and Green Marketing can jointly influence Brand Loyalty, with Perceived Value serving as a mediating variable. The research takes Taiyen’s bottled water as the focal case, providing insights into the Taiwanese fast-moving consumer goods (FMCG) market and offering practical implications for sustainable brand management.Grounded in IMC theory, the study operationalizes three dimensions—message consistency, interactivity, and connectivity—to capture how coherent and engaging communication strategies strengthen consumer–brand relationships.

Green Marketing is defined through product greening (e.g., sustainable packaging, reduced plastic use, and carbon footprint reduction) and green promotional behaviors (e.g., environmental messaging, sustainability campaigns). Perceived Value, positioned as a central mediating construct rather than a mere outcome, reflects consumers’ overall evaluation of a brand’s functional, emotional, and environmental contributions.

A quantitative research design was employed, distributing structured online questionnaires to Taiwanese consumers familiar with bottled water products. A total of 334 valid responses were collected. Data analysis was conducted using SPSS, incorporating regression and mediation tests. The findings indicate that all IMC and Green Marketing dimensions have significant positive effects on Brand Loyalty, with connectivity exerting the strongest influence. Furthermore, Perceived Value plays a partial mediating role, suggesting that marketing strategies are more effective when consumers perceive tangible and meaningful value in a brand’s efforts.

Theoretically, this study contributes by integrating IMC and Green Marketing into a single analytical model, addressing a gap in prior literature where these domains have largely been studied in isolation. The research also redefines Perceived Value as a cognitive conversion mechanism that translates marketing efforts into loyalty behaviors, aligning with prior studies on mediating constructs in consumer behavior. Practically, the findings suggest that brands should not only focus on maintaining consistent and interactive communication but also embed sustainability principles into product and promotional strategies. By fostering high perceived value, companies can enhance consumer identification with the brand, ultimately cultivating long-term loyalty.

This research enriches the academic discourse on sustainable marketing in FMCG sectors and provides actionable insights for practitioners aiming to integrate communication and sustainability strategies. Future studies could extend the model to other product categories or international markets, and explore additional mediating or moderating variables such as brand image, green consciousness, or cultural orientation.

Aaker, D. (1991). "Brand equity." La gestione del valore della marca 347: 356.

Anderson, E. W. and M. W. Sullivan (1993). "The antecedents and consequences of customer satisfaction for firms." Marketing science 12(2): 125-143.

Butkouskaya, V., et al. (2023). "The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction." Journal of Economics, Finance and Administrative Science 28(56): 319-334.

Cornelissen, J. P. (2001). "Integrated marketing communications and the language of marketing development." International Journal of Advertising 20(4): 483-498.

Cronin, T. M. (2010). Paleoclimates: understanding climate change past and present,Columbia University Press.

Dick, A. S. and K. Basu (1994). "Customer loyalty: toward an integrated conceptual framework." Journal of the academy of marketing science 22: 99-113.

Dowling, G. R. and M. Uncles (1997). "Do customer loyalty programs really work?" MIT Sloan management review.

Duncan, T. and S. E. Moriarty (1998). "A communication-based marketing model for managing relationships." Journal of marketing 62(2): 1-13.

Fonseca, J. C. G. (2015). The impact of green marketing practices on consumer buying decision, ISCTE-Instituto Universitario de Lisboa (Portugal).

Ginsberg, J. M. and P. N. Bloom (2004). "Choosing the right green marketing strategy." MIT Sloan management review 46(1): 79-84.

Guo, S., et al. (2020). "Effect of B2B advertising on firm’s market value: CSR as a strategic complement." Journal of Business & Industrial Marketing 35(5): 895-908.

Hartmann, P. and V. Apaolaza-Ibáñez (2012). "Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern." Journal of business Research 65(9): 1254-1263.

Hartmann, P. and V. Apaolaza Ibáñez (2006). "Green value added." Marketing Intelligence & Planning 24(7): 673-680.

Hawkins, G., et al. (2015). Plastic water: The social and material life of bottled water, MIT Press.

Jacoby, J., et al. (1978). "A behavioral process approach to information acquisition in nondurable purchasing." Journal of marketing research 15(4): 532-544.

Keller, K. L. (2001). "Mastering the marketing communications mix: Micro and macro perspectives on integrated marketing communication programs." Journal of marketing management 17.

Kim, D. J., et al. (2008). "A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents." Decision support systems 44(2): 544-564.

Kim, H.-W., et al. (2007). "Value-based adoption of mobile internet: an empirical investigation." Decision support systems 43(1): 111-126.

Kumar, V., et al. (2019). "Customer engagement in service." Journal of the academy of marketing science 47: 138-160.

Oliver, R. L. (1999). "Whence consumer loyalty?" Journal of marketing 63(4_suppl1): 33-44.

Ottman, J. A. (2011). "The new rules of green marketing: Strategies." Tools, and Inspiration for Sustainable Branding 10: 9781351278683.

Pearson, S. and E. Malthouse (2024). "Fifth Generation IMC: Expanding the scope to Profit, People, and the Planet." arXiv preprint arXiv:2404.04740.

Peattie, K. and A. Crane (2005). "Green marketing: legend, myth, farce or prophesy?" Qualitative market research: an international journal 8(4): 357-370.

Polonsky, M. J. (2008). "An introduction to green marketing." Global Environment: Problems and Policies 2(1): 1-10.

Porcu, L., et al. (2017). "Measuring integrated marketing communication by taking a broad organisational approach: The firm-wide IMC scale." European Journal of Marketing 51(3): 692-718.

Schultz, D. E. (1992). "Integrated marketing communications." Journal of Promotion Management 1(1): 99-104.

Schultz, D. E., et al. (2011). "The Evolution of Integrated Marketing Communications." Abingdon: Routledge.

Singh, P. and K. K. Pandey (2012). "Green marketing: policies and practices for sustainable development." Integral Review 5(1): 22-30.

Tu, Y.-L., et al. (2013). "Total serum IgE in a population-based study of Asian children in Taiwan: reference value and significance in the diagnosis of allergy." PloS one 8(11): e80996.

Xie, J., et al. (2021). "Understanding FinTech platform adoption: impacts of perceived value and perceived risk." Journal of Theoretical and Applied Electronic Commerce Research 16(5): 1893-1911.

Yang, Z. and R. T. Peterson (2004). "Customer perceived value, satisfaction, and loyalty: The role of switching costs." Psychology & marketing 21(10): 799-822.

Zeithaml, V. A. (1988). "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence." Journal of marketing 52(3): 2-22.