臺灣博碩士論文加值系統

本研究旨在探討各廠商廣告與贊助的產品在職棒運動賽事中之品牌契合度對品牌評價、品牌認同及購買意圖之影響。國內對於運動贊助的有關研究，大多聚焦於贊助，卻忽略其廣告效果部份。因此，本研究特別針兩者於運動賽事與廣告贊助廠商品牌間之契合度的綜效加以探討，以中華職棒廣告及贊助廠商品牌為研究對象，採用網路問卷調查方式收集資料，運用假說檢定以驗證品牌契合度之影響效果，並分析各變項間之直接及間接影響。研究發現：品牌契合度對品牌評價、品牌認同與購買意圖，皆具有正向顯著影響；品牌評價與品牌認同在品牌契合度與購買意圖之間具備部分中介效果。此外，比較品牌契合度對品牌評價、品牌認同與購買意圖之影響效果發現，高契合度品牌比之低契合度品牌有較高的影響力；比較品牌評價與品牌認同在品牌契合度對購買意圖之中介效果顯示，高契合度品牌亦比低契合度品牌有較高的影響力。 最後，根據研究結果提出實務管理建議及未來研究參考。

This study aims to investigate the effects of brand fit on brand valuation, brand identity and purchase intentions. Since many previous studies related to sport sponsors have focused on corporate image, they generally ignored the effects of advertisement. The current study focuses on exploring the effects of brand fit for sports events and advertising sponsors’ products image, and selects the advertising sponsors of Chinese Professional Baseball League (CPBL) as research targets. A web questionnaire survey on the audiences of baseball events is conducted to collect data. The proposed hypotheses are tested to verify the influences of brand fit and analyze the direct and indirect effects among variables. The results reveal that brand fit has significant positive effects both on brand valuation and brand identity. Brand valuation and brand identity have partial mediating effects between brand fit and purchase intentions. Besides, comparing the effects of brand fit on brand evaluation, brand identity and purchase intention, the result shows that high brand fit has a higher influence than low band fit. Similarly, the mediating effects for high brand fit are more significant than low brand fit. Finally, the managerial implications and research contribution are discussed, and the suggestions for further research are proposed.

目 錄
頁 次
中文摘要...........................................................................................................................I
英文摘要..........................................................................................................................II
目 錄............................................................................................................................ III
圖目錄............................................................................................................................. V
表目錄.............................................................................................................................VI
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究問題及目的 5
第三節 研究流程 7
第二章 文獻探討 9
第一節 廣告與贊助 9
第二節 品牌之定義及意涵 14
第三節 品牌契合度 19
第四節 品牌評價 24
第五節 品牌認同 26
第六節 購買意圖 28
第七節 各變項之間的關係與假說推導 31
第三章 研究方法 37
第一節 研究架構 37
第二節 研究假說 38
第三節 研究變項之操作性定義與問卷設計 39
第四節 研究對象及抽樣方式 41
第五節 資料分析與統計方法 43
第六節 問卷前測分析 46
第四章 資料分析與研究結果 51
第一節 問卷回收與樣本結構 51
第二節 描述統計分析結果 53
第三節 常態性檢定 56
第四節 共同方法變異檢測 58
第五節 效度與信度分析 59
第六節 結構模型分析 65
第七節 研究假說檢定 68
第八節 交叉效度檢定 70
第九節 統計檢定力 72
第十節 中介效果檢定 73
第五章 結 論 77
參考文獻 81
附錄一 樣本問卷調查表 100
附錄二 問卷調查表 101

圖 目 錄
圖1-1北美贊助項目分配圖...............................................................................................2
圖1-2北美贊助金額分配圖...............................................................................................2
圖1-3五大媒體接觸率分配圖...........................................................................................3
圖1-4研究流程圖...............................................................................................................8
圖2-1消費者購買決策過程.............................................................................................30
圖3-1研究架構.................................................................................................................38
圖4-1單因子CFA模型…...…………..…………….…………….…………….......….58
圖4-2多因子CFA模型...……………………………………...................................….59
圖4-3 契合度假設模型圖-高契合度品牌(Nike).............................................................65
圖4-4 契合度假設模型圖-低契合度品牌(Hcg)..............................................................67
圖4-5 研究模型假說-高契合度品牌(Nike)關係路徑圖..................................................75
圖4-6 研究模型假說-低契合度品牌(Hcg)關係路徑圖...................................................76
表 目 錄
表2-1廣告相關媒介種類區分匯總 .................................................................................10
表2-2各學者對品牌定義統整..........................................................................................16
表2-3品牌扮演之角色......................................................................................................17
表2-4消費者知覺風險彙整...............................................................................................18
表2-5賽事贊助商品牌契合度的相關研究彙..................................................................21
表2-6共品牌概念形式及定義彙整..................................................................................23
表2-7各學者對品牌評價的定義彙整..............................................................................25
表2-8各學者對品牌認同的定義統整..............................................................................27
表2-9各學者對購買意圖定義之彙整..............................................................................29
表3-1品牌契合度變項之問項..........................................................................................39
表3-2品牌評價變項之問項..............................................................................................40
表3-3品牌認同變項之問項..............................................................................................40
表3-4購買意圖變項之問項..............................................................................................41
表3-5 2014年台灣媒體廣告量前10大產業...................................................................42
表3-6品牌契合度構面獨立樣本T檢..............................................................................47
表3-7品牌評價構面獨立樣本T檢定..............................................................................48
表3-8 品牌認同構面獨立樣本T檢定 .............................................................................48
表3-9 購買意圖構面獨立樣本T檢定..............................................................................49
表3-10 各構面信度分析表................................................................................................50
表4-1樣本結構統計表......................................................................................................52
表4-2品牌契合度描述性統計結果..................................................................................54
表4-3品牌評價描述性統計結果......................................................................................54
表4-4品牌認同描述性統計結果......................................................................................55
表4-5購買意圖描述性統計結果......................................................................................55
表4-6常態性檢定..............................................................................................................57

表4-7品牌契合度構面問卷題項......................................................................................60
表4-8品牌評價構面問卷題項..........................................................................................60
表4-9品牌認同構面問卷題項..................................................……............................…61
表4-10購買意圖構面問卷題項........................................................................................61
表4-11各構面量表驗證性因素分析統計表(CFA)......................................................…62
表4-12 Bootstrap 各構面相關係數信賴區間表...............................................................63
表4-13各構面信度分析表...........................................................................................….64
表4-14 SEM模型適配度分析(Nike)................................................................................ 66
表4-15 SEM模型適配度分析(Hcg)..................................................................................68
表4-16研究模型假說驗證結果彙整表(Nike).............................................................…69
表4-17研究模型假說驗證結果彙整表(Hcg).............................................................….69
表4-18高(Nike)與低(Hcg)契合度品牌比較表................................................................70
表4-19交叉效度檢定表....................................................................................................71
表4-20最小樣本數與統計檢定力結果表...................................................................….72
表4-21中介效果Bootstrapping(Nike)..........................................................................…75
表4-22中介效果Bootstrapping (Hcg)..........................................................................…76
表4-23高低品牌契合度中介效果比較表........................................................................76

一、中文部分
1.王又鵬 (1993)。促銷活動對消費者購買行為影響之研究 (未出版博士論文)。政治大學，臺北市。
2.方傑、張敏強、邱皓政 (2012)。仲介效應的檢驗方法和效果量測量:回顧與展望。心理發展與教育，1, 105-111. 。
3.百度百科，品牌
http://baike.baidu.com/item/%E5%93%81%E7%89%8C/235720 . (2015.05.20)
4.陳寬裕、王正華 (2010)。結構方程模型分析實務：AMOS的運用一版 臺北市：五南圖書出版股份有限公司。
5.陳寬裕、王正華 (2014)。論文統計分析實務：SPSS與AMOS的運用-二版 臺北市：五南圖書出版股份有限公司。
6.吳商平 (2010)。品牌知名度、贊助配適度、贊助形式對運動行銷效果之研究 (未出版碩士論文)。東吳大學，臺北市。
7.呂惠富 (2008)。促銷活動對於運動鞋品牌評價及購買意願之影響。休閒暨觀光產業研究，3 (1)，1-14。
8.巫建輝 (2006)。品牌評價對代言人可信度與購買意願關係之干擾效應-以華人地區消費者為例 (未出版博碩士論文)。大葉大學，彰化縣。
9.周佳怡 (2013)。高雄市桌球運動參與者對企業贊助桌球運動的品牌形象與品牌認同之研究 (未出版碩士論文)。國立高雄師範大學，高雄市。
10.周群倫 (2008)。精品品牌之品牌認同與購買意願之研究 (未出版在職專班碩士論文)。銘傳大學，臺北市。
11.林廷芳 (2008)。臺北市高中職學校行銷策略與學校品牌績效之研究 (未出版碩士論文 )。臺北市立教育大學，臺北市。
12.邱翊傑 (2010)。運動賽事贊助適合性對贊助效益影響之研究 (未出版碩士論)。佛光大學，宜蘭縣。
13.邱皓政 (2003)。量化研究與統計分析。台北：五南圖書出版股份有限公司。
14.邱皓政 (2004)。結構方程式模式：LISREL 的理論技術與應用。臺北：雙葉。
15.洪睦盛 (2004)。企業贊助體育運動賽會之動機與效益研究 (未出版碩士論文)。國立臺灣體育學院，臺中市。
16.徐茂洲 (2012)。結構方程模式在體育領域論文之應用(2004–2010)。大專體育，122，24-31。
17.徐偉智 (2004)。消費者態度對意圖影響之研究 (未出版碩士論文)。淡江大學，新北市。
18.侯傑泰、溫忠麟、成子娟 (2004). 結構方程模型及其應用。 北京: 教育科學出版社。
19.馬勇、朱紅軍 (2006)。賽事贊助中契合度對品牌資產影響的實證研究。武漢體育學院學報，43 (6)，38-43。
20.康永華 (1991)。企業公益形象與消費者行為之研究 (未出版碩士論文)。國立交通大學，新竹市。
21.張在山 (譯) (1991)。非營利事業的策略性行銷 (原作者: Kotler, P. & Andreasen, A. R.)。台北：授學出版社。
22.張淳毅 (2010)。球隊認同感、贊助一致性對品牌態度與購買意願之影響-以台灣啤酒籃球隊為例 (未出版碩士論文)。國立臺灣體育學院，臺中市。
23.張偉豪（2011）。論文寫作 SEM 不求人。高雄市：三星。
24.張景弘、徐世同、高俊雄 (2012)。運動賽會觀眾贊同與贊助品牌配適對贊助者偏好之研究。臺灣體育運動管理學報，12 (1)，1-24。
25.曹文琴 (2004)。母品牌特性、知覺配適度及消費者特性對延伸產品評價之影響。中原企管評論。
26.莊易霖 (2007)。品牌認同和社群參與對社群忠誠度影響之研究 (未出版碩士論文)。淡江大學，新北市。
27.許士軍 (1987)。管理學。台北：東華書局。
28.許峻豪 (2013)。中華職棒大聯盟企業贊助品牌知名度、贊助事件一致性與贊助效益之研究 (未出版碩士論文)。國立臺灣師範大學，臺北市。
29.郭崑謨 (1994)。從策略面與執行面探討企業公共關係與企業形象。台北銀行月刊，25 (1)，7-29。
30.陳芯佩 (2003)。贊助活動與贊助品牌間的一致性對贊助效果之影響 (未出版碩士論文)。國立政治大學，臺北市。
31.曾鈞麟 (2010)。高雄地區國際觀光旅館之知識管理績效指標、服務提供能力、顧客關係品質與品牌績效關聯性研究－以國際觀光旅館從業人員為例。高雄市研究發展考核委員會獎勵論文。高雄：高雄市研究發展考核委員會。
32.程紹同 (1998)。運動贊助策略學。台北：漢文書店。
33.程紹同 (2001)。第5促銷元素：運動贊助行銷新風潮。台北：滾石文化。
34.馮義方 (1999)。企業對運動贊助行為之研究 (未出版碩士論文)。國立臺灣大學，臺北市。
35.黃秀媛 (譯) (2005)。藍海策略 (原作者：Kim, W. C., &. Mauborgne, R.)。臺北市: 天下文化出版。
36.黃芳銘(2002)。結構方程模式：理論與應用。台北市：五南。
37.黃俊英 (1992)。企業與社會。台北：中華民國管理科學學會。
38.黃俊英 (2002)。行銷學。台北：華泰文化。
39.黃俊英 (2011)。行銷管理：策略性的關點 (第四版)。臺北市：華泰文化。
40.黃淑汝 (1999)。台灣地區職業運動贊助管理之研究 (未出版碩士論文)。國立交通大學，新竹市。
41.溫忠麟、範息濤、葉寶娟、陳宇帥 (2016)。從效應量應有的性質看仲介效應量的合理性。心理學報，48(4), 435-443。
42.鄞又寧 (2003)。價格促銷對品牌評價及購買意願之研究—電漿電視產業實 (未出版碩士論文)。國立台北科技大學，臺北市。
43.樓永堅、方世榮 (譯) (2006)。行銷管理學 (原作者: Kotler, P., & Keller, K. L.)。臺北市:東華書局。
44.維基百科，廣告
https://zh.wikipedia.org/wiki/%E5%BB%A3%E5%91%8A . (2015.05.07)
45.維基百科，職業棒球 https://zh.wikipedia.org/wiki/%E8%81%8C%E4%B8%9A%E6%A3%92%E7%90%83. (2015.05.02)
46.蔡佳靜、吳奇玲 (2011)。以配適假說探討代言人與贊助事件一致性及贊助商與贊助事件一致性之廣告效果－企業贊助公益活動為例。商略學報，3 (1)，53 -65。
47.鄭小勇 (2007)。品牌寬度與消費者對品牌認同的關係研究。工業技術經濟，26 (5)，137~141。
48.盧焰章 (1993)。臺灣地區大型企業對運動贊助之研究 (未出版碩士論文)。國立體育學院，桃園縣。
49.蕭湘文、吳宜蓁、蔡樹培、張文瑜 (2004)。企業公共關係。台北：空大。
50.蕭嘉惠 (1995)。運動組織與企業組織經理人對運動贊助考量因素之比較研究 (未出版碩士論文)。國立臺灣師範大學，臺北市。
51.謝學儀 (2003)。中華職棒運動贊助效益之研究 (未出版碩士論文)。銘傳管理大學，臺北市。
52.韓大衛 (1995)。贊助大專院校運動代表隊的動機與學生對企業贊助的認知及贊助效果之研究 (未出版碩士論文)。國立體育學院，桃園縣。
53.郭瓊俐、曾慧琦、陳柏安 (譯) (2003)。品牌策略 (原作者：Schultz, D. E., & Barnes, B. E.)。台北：五南圖書。

二、英文部分
1.Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
2.Aaker, D. A. (1990). Brand extensions: The good, the bad, and the ugly. Sloan Management Review, 31(4), 47-56.
3.Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. N.Y.: The Free Press.
4.Aaker, D. A. (1995). Strategic market management. N.Y.: John Wiley & Sons.
5.Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
6.Aaker, D. A. (2004). Leveraging the corporate brand. California Management Review, 46(3), 6-18.
7.Adams, G. R., & Marshall, S. (1996). A developmental social psychology of identity: Understanding the person-in-context. Journal of Adolescence, 19(5), 429-442.
8.Alwin, D. F., & Hauser, R. M. (1975). The decomposition of effects in path analysis. American Sociological Review, 40, 37–47.
9.Amna, K., Sood, S., & Bridges, S. (1999). The ownership effect in consumer responses to brand line stretches. Journal of Marketing, 63(1), 88-101.
10.Hayes A. F. (2016) PROCESS.
11.Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
12.Anderson, E.W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
13.Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411- 423.
14.Assael, H. (1992). Consumer behavior and marketing action. Boston: Kent Publishing.
15.Assael, H. (1998). Consumer behavior and marketing action (6th ed.). Cincinnati: South-Western College Publishing.
16.Avolio, B. J., Yammarino, F. J., & Bass, B. M. (1991). Identifying common methods variance with data collected from a single source: An unresolved sticky issue. Journal of Management,17, 571-587.
17.Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
18.Bentler, P. M. & Wu, E. J. C.( 1993). EQS/Windows user guide, Los Angeles: BMDP Statistical software.
19.Baron, R. M., &. Kenny D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6),1173-1182.
20.Bentler, P. M. (1980). Multivariate analysis with latent variables: Causal modeling. Annual Review of Psychology, 31(1), 419-456.
21.Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
22.Bernstein, D. (2003). Corporate branding-back to basics. European Journal of Marketing, 37(7/8), 1133-1141.
23.Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6-12.
24.Biswas, A. (1992). The marketing role of brand familiarity in reference price advertisement. Journal of Business Research, 25(3), 251-262.
25.Blackwell, D. R., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed.). N.Y.: Harcourt College Publishers.
26.Bloxham, M. (1998). Brand affinity and television programme sponsorship. International Journal of Advertising, 17(1), 89-98.
27.Bollen, K. L. (1989). Structural equations with latent variables. New York: Wiley.
28.Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: Do consumers perceive warranties as signals of quality? Journal of Consumer Research, 20(1), 111-123.
29.Brooks, C. M. (1990). Sport marketing: Competitive business strategies for sport. Englewood Cliffs, N.J.: Prentice-Hall.
30.Byrne, B. B. (2010). Structural equation modeling using AMOS: Basic concepts, applications, and programming (2nd ed.). New York, NY: Routledge.
31.Campbell, D.T., & Fiske, D.W., (1959). Convergent and discriminant validation by the Multitrait-Multimethod Matrix.Psychological Bulletin, 56(2), 81-105.
32.Carrillat, F. A., Harris, E. G., & Lafferty, B. A. (2010). Fortuitous brand image transfer: Investigating the side effect of concurrent sponsorships. Journal of Advertising, 39(2), 109-123.
33.Cliff, N. (1983). Some cautions concerning the application of causal modeling methods Multivariate Behavioral Research, 18, 115-126.
34.Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, & purchase intent. Journal of Advertising, 24(3), 25-40.
35.Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Eribaum.
36.Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. (2006). Sponsorship-linked marketing: The role of articulation in memory. The Journal of Consumer Research, 33(3), 312-321.
37.Cornwell, T. B., Roy, D. P., & Steinard II, E. A. (2001). Exploring managers’ perceptions of the impact of sponsorship on brand equity. Journal of Advertising, 30(2), 41-51.
38.Crinmins, J., & Horn, M. (1996). Sponsorship: Form managerial ego trip to marketing success. Journal of Advertising Research, 36(4), 11-21.
39.Cudeck, R., & Browne, M. W. (1983). Cross-validation of covariance structure. Multivariate Behavioral Research, 18, 147-167.
40.Cureton, E. E. (1957). The upper and lower twenty-seven percent rule. Psychometrika, 22(3), 293-296.
41.Desai, K. K., & Keller, K. L. (2002). The effects of brand expansions and ingredient branding strategies on host brand extendibility. Journal of Marketing, 66(1), 73-93.
42.Dholakia, U. M., Bagozzi, R. P. & Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241-263.
43.DeVellis, R. F. (1991), Scale development theory and applications, London: SAGE.
44.Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Service, 19(3), 360-367.
45.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
46.Donavan, D. T., Janda, S., & Suh, J. (2006). Environmental influences in corporate brand identification and outcomes. Journal of Brand Management, 14(1), 125-136.
47.Doyle, P. (1990). Building successful brands: The strategic options. Journal of Consumer Marketing, 7(2), 5-21.
48.Edwards, J. R. (1991). Person-job fit: A conceptual integration, literature review and methodological critique. International Review of Industrial and Organizational Psychology, 6(1), 283-357.
49.Edwards, J. R., & Lambert, L. S. (2007). Methods for integrating moderation and mediation: A general analytical framework using moderated path analysis. Psychological Methods, 12, 1-22.
50.Efron, B. (1979). Bootstrap methods : Another look at the Jackknife [J] . The Annals of Statistics.7 (1) ,1-26.
51.Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1984). Consumer behaviour (6th ed.). N.Y.: Harcourt College Publishers.
52.Engel, J. F., Blackwell, R. D., & Minnard, P. W. (1993). Consumer behavior (7th ed.). N.Y.: The Dryden Press.
53.Fairchild, A. J., & Mcquillin, S. D. (2010). Evaluating mediation and moderation effects in school psychology: A presentation of methods and review of current practice. Journal of School Psychology, 48(1), 53-84.
54.Fandos, C., & Flavian, C. (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intention: An analysis for a PDO product. British Food Journal, 108(8), 646-662.
55.Fan, X., & Konold, T. R. (2010). Statistical significance versus effect size. In P. Peterson, E. Baker, and B. McGaw (Eds.), International encyclopedia of education 3(7), 444-450. Oxford: Elsevier.
56.Fleck, N. D., & Quester, P. (2007). Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24(11), 975-1000.
57.Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18, 39-50.
58.Fritz, M. S., & MacKinnon, D. P. (2007). Required sample size to detect the mediated effect. Psychological Science,18, 233-239.
59.Fritz, M. S., Taylor, A. B., & MacKinnon, D. P. (2012). Explanation of two anomalous results in statistical mediation analysis. Multivariate Behavioral Research, 47, 61–87.
60.Gardner, M. P., & Shuman, P. J. (1988). Sponsorships and small businesses. Journal of Small Business Management, 26(4), 44-52.
61.Geng, L., Burton R., & Blakemore, C. (2002). Sport sponsorship in China: Transition and evolution. Sport Marketing Quarterly, 11(1), 20-32.
62.Genzale, J. (1998). Dynamic U.S. sport industry finds a new voice. Street & Smith's Sports Business Journal, 1(1), 57.
63.Grohs, R., & Reisinger, H. (2005). Image transfer in sports sponsorships: An assessment of moderating effects. International Journal of Sports Marketing & Sponsorship, 7(1), 42-48.
64.Gwinner, K., & Bennett, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context. Journal of Sport Management, 22(4), 410-426.
65.Hallow, L. L. (1985). Behavior of some elliptical theory estimators with non-normality data in a covariance structures framework: A monte carlo study. Unpublished doctoral dissertation, University of California, Los Angeles.
66.Hancock, G. R., & Nevitt, J. (1999). Bootstrapping and the identification of exogenous latent variables within structural equation models. Structural Equation Modeling, 6, 394-399.
67.Hair, J. F. Jr., Black, W. C., Babin, B. J. and Anderson, R. E. (2010). Multivariate data analysis (7th ed.), Upper saddle: Prentice-Hall.
68.Harris, F., & Chernatony, D. L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3-4), 441-456.
69.Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76, 408–420.
70.Hayes, A. F., & Scharkow, M. (2013). The relative trustworthiness of inferential tests of the indirect effect in statistical mediation analysis: Does method really matter? Psychological Science, 24, 1918–1927.
71.Heitsmith, G. (1994). Event promotions: Get them by their hearts and minds. Promo: The International Magazine for Promotion Marketing, March, 31-32.
72.Heckler, S. E., & Childers, T. L. (1992). The role of expectancy and relevancy in memory for verbal and visual information: What is incongruence? Journal of Consumer Research, 18(3), 475-492.
73.Helmig, B., Huber, J. A., & Leeflang, P. S. H. (2008). Co-branding: The state of the art. Schmalenbach Business Review, 60(4), 359-377.
74.Hershberger, S. L. (2003). The growth of structural equation modeling: Structural Equation Modeling, 10(1), 35-46.
75.Hoyle, R. H.,Panter, A. T. (1995).Writing about structural equation models.In R. H. Holye(ed.). Structural equation modeling: Concepts, issues, and applications, Thousand Oaks, CA: Sage, 158-176.
76.Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.
77.Jagre, E., Watson, J. J., & Watson, J. G. (2001). Sponsorship and congruity theory: A theoretical framework for explaining consumer attitude and recall of event sponsorship. Advances in Consumer Research, 28(1), 439-445.
78.Janowski, D. A. (1980). Corporate sponsorship of sports event as a marketing strategy. Unpublished Master thesis. The Pennsylvania State University.
79.Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research, 36(3), 299-312.
80.Johnson, M., & Zinkhan, G. M. (1990). Defining and measuring corporate image. in Dunlap, B. J. (Eds.), Proceedings of the thirteenth annual conference of the Academy of Marketing Science, New Orleans.
81.Joreskog, K. G., & Sorbom, D. (1992). LISREL: A guide to the program and applications (3rd ed.). Chicago: Scientific Software International.
82.Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
83.Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A math hypothesis perspective. Psychology and Marketing, 11(6), 569-586.
84.Kamins, M. A. (1990). An investigation into the 'match-up' hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
85.Kanuk, L. L., & Schiffman, L. G. (2000). Consumer behavior (7th ed.). N.J.: Prentice- Hall.
86.Kaplan, D. (2009). Structural equation modeling: Foundations and extensions (2nd ed.). Thousand oaks, CA: Sage.
87.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57(1), 1-22.
88.Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(7), 15-19.
89.Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). N.J.: Prentice-Hall.
90.Kelly, T. L. (1939). The selection of upper and lower groups for the validation of test items. Journal of Educational Psychology, 30, 17-24.
91.Kim, C. K., & Lavack, A. M. (1996). Vertical brand extensions: Current research and managerial implications. Journal of Product & Brand Management, 5(6), 24-37.
92.Kline, R. B. (2011). Principles and practice of structural equation modeling(3nd ed.). New York, NY: Guilford.
93.Knapp, D. E. (2000). The brand mindset. N.Y.: McGraw-Hill.
94.Koo, G. Y., Quarterman, J., & Flynn, L. (2006). Effect of perceived sport event and sponsor image fit on consumer's cognition, affect, and behavioral intentions. Sport Marketing Quarterly, 15(2), 80-90.
95.Kotler, P. (1999). Kotler on marketing: How to create, win and dominate markets. N.Y.: The Free Press.
96.Kotler, P. (2000). Marketing management (10th ed.). N.J.: Prentice-Hall.
97.Kotler, P., & Keller, K. L. (2006). Marketing management. Upper Saddle River, N.J.: Pearson Education.
98.Kristof, A. L. (1996). Person-organization fit: An integrative review of its conceptualizations, measurement, and implications. Personnel Psychology, 49(1), 1-49.
99.Lachowicz, M. (2015). A novel measure of effect size for mediation analysis (Unpublished master's thesis). Vanderbilt University.
100.Lardinoit, T., & Derbaix, C. (2001). Sponsorship and recall of sponsors. Psychology & Marketing, 18(2), 167-190.
101.Larry, S. (2001). How customer satisfaction improvement works to fuel business recovery at IBM. Journal of Organizational Excellence, 20(2), 3-18.
102.Laverie, D. A., & Arnett, D. B. (2000). Factors affecting fan attendance: The influence of identity salience and satisfaction. Journal of Leisure Research, 32(2), 225-247.
103.Leech, L. N., Barrett, C. G., & Morgan A. (2005). SPSS for intermediate: Use and interpretation. (2nd ed.). Lawrence erlbaum association, publishers, Mahwah, New Jersey.
104.Levin, I. P., & Levin, A. M. (2000). Modeling the role of brand alliances in the assimilation of product evaluations. Journal of Consumer Psychology, 9(1), 43-52.
105.MacCallum, R. C. (1986). Specification searches in covariance structure modeling. Psychological Bulletin, 100(1), 107-120.
106.MacKinnon, D. P., & Dwyer, J. H. (1993). Estimating mediated effects in prevention studies. Evaluation Review, 17, 144-158.
107.MacKinnon, D. P., Warsi, G., Dwyer, J. H. (1995). A simulation study of mediated effect measures. Multivariate Behavioral Research, 30(1), 41- 62.
108.MacCallum, R. C., Browne, M. W.,& Sugawara, H. M.(1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods,1(2),130-149.
109.MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G., & Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods, 7, 83-104.
110.MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39, 99-128.
111.MacKinnon, D. P. (2008). Introduction to statistical mediation analysis. Mahwah, NJ: Earlbaum.
112.Mahajan, V., Rao, V. R., & Srivastava, R. K. (1994). An approach to assess the importance of brand equity in acquisition decision. The Journal of Product Innovation Management, 11(3), 221-236.
113.Martensen, A., Gronholdt, L., Bendtsen, L., & Jensen, M. J. (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research, 47(3), 283-301.
114.Maxwell, S. E., Kelley, K., & Rausch, J. R. (2008). Sample size planning for statistical power and accuracy in parameter estimation. Annual Review of Psychology, 59, 537-563.
115.McCarville, R. E., & Copeland, R. P. (1994). Understanding sport sponsorship through exchange theory. Journal of Sport Management, 8(1), 102-114.
116.McDaniel, S. R. (1999). An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology and Marketing, 16(2), 163-184.
117.Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10(1), 35-47.
118.Meenaghan, T., & Shipley, D. (1999). Media effect in commercial sponsorship. European Journal of Marketing, 33(3/4), 328-347.
119.Meenaghan, T. (1983). Commercial sponsorship. European Journal of Marketing, 17(7), 5-73.
120.Nielsen
http://www.nielsen.com/tw/zh/insights/reports/2014/2014-consumer-watch- behaviour-cross-screen.html. (2015.05.02)
121.Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159-173.
122.Mitchell, D. J., Kahn, B. E., & Knasko, S. C. (1995). There's something in the air: Effects of congruent or incongruent ambient odor on consumer decision making. Journal of Consumer Research, 22(2), 229-238.
123.Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which intenders actually buy. Journal of Marketing Research, 29(4), 391-405.
124.Muller, D., Judd, C. M., & Yzerbyt, V. Y. (2005). When moderation is mediated and mediation is moderated. Journal of Personality and Social Psychology, 89(6), 852-863.
125.Nunnally, J. C. (1978). Psychometric theory (2nd ed.), New York: McGraw-Hill Inc.
126.Onkvisit, S., & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing, 4(4), 13-24.
127.Penrose, N. (1989). Valuation of brand names and trade-marks in brand valuation: Establishing a true and fair view. London: The Interbrand Group.
128.Pentecost, R. D. (2007). Multi-sponsored event: Should I sponsor if they are? The multi-dimensionality of fit and its effect on brand judgments. Unpublished Doctoral dissertation, Bond University, Queensland, Australia.
129.Petrick, J. F. (2004). The roles of quality, value and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of Travel Research, 42(4), 397-407.
130.Pettis, C. (2000), Building a personal brand identity-The brands called Will & Lydia. Retrieval from: http: //www.brand.com/frame9.htm, 2016.01.11.
131.Pitta, D. A. & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. The Journal of Consumer Marketing, 12(4), 51-65.
132.Podsakoff, P.M., MacKenzie, S.B., Lee, J-Y, Podsakoff, N.P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
133.Pope, N. K. U., & Voges, K. E. (2000). The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention. Sport Marketing Quarterly, 9(2), 96-102.
134.Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40, 879–891.
135.Preacher, K J., & Kelley, K. (2011). Effect size measures for mediation models: Quantitative strategies for communicating indirect effects. Psychological Methods, 16(2), 93-115.
136.Raghubir, P., & Corfman, K. (1999). When do price promotions affect pretrial brand evaluations? Journal of Marketing Research, 36(2), 211-222.
137.Randall, G. (1997). A practical guide to branding: Planning, organizing and strategy. London: Kogan Page.
138.Rao, A. R., & Rueket, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87-97.
139.Koch, R. (1984). The financial times guide to management and finance: An A-Z of tools, terms and techniques. N.Y.: Prentice-Hall.
140.Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attribution of sponsor motive. Journal of Advertising, 33(1), 29-42.
141.Grohs, R., Wagner, U., & Vsetecka, S. (2004). Assessing the effectiveness of sport sponsorship–an empirical examination. Schmalenbach Business Review: ZFBF, 56(2), 119-138.
142.Roy, P. D., & Cornwell, T. B. (2003). Brand equity's influence on responses to event sponsorships. Journal of Product & Brand Management, 12(6), 377-393.
143.Sandler, D. M., & Shani, D. (1993). Sponsorship and the Olympic Games: The consumer perspective. Sport Marketing Quarterly, 2(3), 38-44.
144.Sandler, M. D., & Shani, D. (1989). Olympic sponsorship vs. ‘ambush’ marketing who gets the goal. Journal of Advertising Research, 29(4), 9-14.
145.Schaaf, P. (1995). Sport marketing: It's not just a game anymore. N.Y.: Prometheus Books.
146.Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior (7th ed.). Upper Saddle River, N.J.: Prentice-Hall.
147.Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). N.J.: Pearson Education.
148.Schmitt, R. (1999). Experiential marketing. Journal of Marketing Management, 15(1), 53-67.
149.Shan, M. D. (2002). Sport marketing: A strategic perspective. Upper Saddle River, N. J.: Prentice-Hall.
150.Shao, C. Y., Baker, J., & Wagner, J. A. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of services quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57, 1164-1176.
151.Shen, Y., Chi, C., & Chen, J. (2007). A new perspective on the effects of price promotions in Taiwan: a longitudinal study of a Chinese society. International Journal of Consumer Studies, 31(4), 385-90.
152.Shimp, T. A. (1997). Advertising, promotion and supplemental aspects of integrated marketing communications (4th ed.). Cincinnati: South-Western College Publish.
153.Shrout, P. E., & Bolger, N. (2002). Mediation in experimental and non experimental studies: New procedures and recommendations. Psychological Methods, 7(4), 422-445.
154.Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effect of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30-42.
155.Sleight, S. (1989). Sponsorship: What it is and how to use it. Maidenhead, Berkshire, England: McGraw-Hill.
156.Smith, S., & Wheeler, J. (2002). Managing the customer experience: Turning customers into advocates. London: Prentice-Hall.
157.Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological methodology, (13), 290-313.
158.Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
159.Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238.
160.Sridhar, S., Krishnan, H. S., & Robert, E. S. (1999). Using advertising alliances for new product introduction: Interactions between product complementarities and promotional strategies. Journal of Marketing, 63(1), 57-74.
161.Sunde, L., & Brodie, R. J. (1993). Consumer evaluations of brand extensions: Further empirical results. International Journal of Research in Marketing, 10, 47-53.
162.Swait, J., Erdem, T., & Dubelaar, C. (1993). The equalization price: A measure of consumer-perceived brand equity. International Journal of Research in Marketing, 10(1), 23-45.
163.Tauber, E. M. (1981). Brand franchise extension: New product benefits from existing brand names. Business Horizons, 24(2), 36-41.
164.Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(4), 199-214.
165.Thomas, C. O., Chris, A., & Richard, J. S. (1999). Advertising (2nd ed.). Cincinnati: South-Western College Publish.
166.Thompson, B. (2007). Effect sizes, confidence intervals, and confidence intervals for effect sizes. Psychology in the Schools, 44, 423-432.
167.Torkzadeh, G., Koufteros, X., & Pflughoeft, K. (2003). Confirmatory analysis of computer self-efficacy. Structural Equation Modeling, 10(2), 263-275.
168.Traylor, M. B. (1981). Product involvement and brand commitment. Journal of Advertising Research, 21(4), 51-56.
169.Van de Ven, A. H. (1979). Organization and environment administrative science quarterly. Review of Aldrich's, 24(3), 320-360.
170.Van de Ven, A. H., & Drazin, R. (1985). The concept of fit in contingency theory. Research in Organizational Behavior, 7, 333-365.
171.Venkatraman, N. (1989). The concept of fit in strategy research: Toward a verbal and statistical correspondence. Academy of Management Review, 14(3), 423-444.
172.Wakefield, K. L., Becker-Olsen, K., & Cornwell, T. B. (2007). I spy a sponsor: The effects of sponsorship level, prominence, relatedness, and cueing on recall accuracy. Journal of Advertising, 36(4), 61-74.
173.Wansink, B., & Michael, L. R. (1996). Advertising strategies to increase usage frequency. Journal of Marketing, 60(1), 31-46.
174.Wen, Z., & Fan, X. (2015). Monotonicity of effect sizes: Questioning kappa-squared as mediation effect size measure. Psychological Methods, 20, 193-203.
175.Wen, Z., Marsh, H. W., & Hau, K. T. (2010). Structural equation models of latent interactions: An appropriate standardized solution and its scale–free properties. Structural Equation Modeling: 17, 1-22.
176.Wilkie, W. L. (1994). Consumer behavior (3rd ed.). N.Y.: John Wiley and Sons.
177.Wilkinson, L. (1999). Statistical methods in psychology journals: Guidelines and explanations. American Psychologist, 54, 594-604.
178.Wong, H. Y., & Merrilees, B. (2008). The performance benefits of being brand-orientated. Journal of Product & Brand Management, 17(6), 372-383.
179.Yadav, M. S., & Monroe, K. B. (1993). How buyers perceive savings in a bundle price: An examination of a bundles transaction value. Journal of Marketing Research, 30(3), 350.
180.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.
181.Zhao, X., Lynch Jr., J. G., & Chen, Q. (2010). Reconsidering baron and kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37, 197–206.
182.Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationship? intermediate mechanisms. Journal of Business Research, 65(7), 890-895.