臺灣博碩士論文加值系統

本研究探討運動贊助背景下「自我一致性」、「品牌認同」、「贊助者可信度」對「品牌忠誠度」之影響與其關聯性。問卷以兄弟象主場球迷為發放對象，共計發放441份問卷，有效問卷共計282份，有效問卷回收率達63.94%。本研究問卷以SPSS19.0以及AMOS 20統計套裝軟體進行資料分析，進行假說之檢定，藉以應證此一關係。
根據實證研究中指出，球迷自身形象與品牌形象一致性愈高，對品牌認同與贊助者可信度有正向影響，對該品牌會產生忠誠度。因此，贊助廠商應考量到自身品牌的形象是否與球迷自身形象有一致性，因一致性會影響球迷對贊助品牌的認同以及可信度，進而對品牌忠誠度有所提升。

This study investigate the relationship between "self-congruity", "brand identification", "sponsor credibility" and "brand loyalty". The subjects of this study were the fans of Brother Elephants Baseball Team through a questionnaire as well.
A total of 441 questionnaires were distrib-uted, and 282 valid ones were returned and the response rate was 63.94%. This research used the statistical software " SPSS19.0" and " AMOS 20" as a tool for analyzing data to prove the hypotheses.
According to that the result, the higher fans’self-congruity have positive influence brand identification and sponsor credibility, which further leads to brand loyalty. Therefore, sponsors need to consider if their image are congruence with fans’own image, which can facilitate sponsor’s brand identification and sponsor credibility, eventually reflects on the increase of sponsor’s brand loyalty.

中文摘要 Ⅱ
Abstrace Ⅲ
目錄 Ⅳ
表目次 Ⅵ
圖目次 Ⅶ
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究方法與步驟 3
第三節 研究流程圖 5
第二章 文獻探討 6
第一節 贊助者與運動贊助 6
第二節 品牌忠誠度 9
第三節 自我一致性 11
第四節 品牌認同 15
第五節 贊助者可信度 19
第三章 研究設計 22
第一節 研究架構 22
第二節 研究假設 23
第三節 研究變數定義與衡量題項 25
第四節 研究設計 27
第五節 統計分析方法 28
第四章 資料分析 31
第一節 人口統計變數分析 31
第二節 驗證性因素分析 33
第三節 假說檢定之結果與意涵 38
第五章 結論與建議 41
第一節 結論 41
第二節 建議 43
參考文獻 46
附錄 52
表目次
表1-1 贊助的定義 7
表1-2 運動贊助的定義 8
表2-1 自我一致性文獻 14
表3-1 品牌認同文獻 17
表4-1 贊助者可信度文獻 20
表5-1 配適度指標 30
表6-1 樣本次數分配 32
表7-1 驗證性因素分析 34
表8-1 正式問卷之Cronbach α值 35
表9-1 平均數、標準差、相關、區別效度 37
表10-1 研究假設驗證 40
圖目次
圖1-1 研究流程 5
圖2-1 研究架構 22
圖3-1 結構模式標準化路徑 38

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網路資源
行政院體育委員會，來源：http://www.sac.gov.tw/publication/publication.aspx?type=6&ap=0&wmid=353
正新輪胎，來源：
(1)http://www.cst.com.tw/pubtw/new/new-004.html
(1)http://www.cst.com.tw/pubtw/new/new-068.html
(2)http://www.cst.com.tw/pubtw/new/new-006.html
IEG GROUP，來源：http://www.sponsorship.com/About-IEG/Press- Room/Economic-Uncertainty-To-Slow-Sponsorship-Growth-In.aspx
宏達國際電子股份有限公司(HTC)，來源: http://www.htc.com/tw/about/newsroom/2012/2012-12-12