(3.235.41.241) 您好!臺灣時間:2021/04/21 12:14
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:謝秉甫
研究生(外文):Ping-Fu Hsieh
論文名稱:消費者涉入程度對於企業贊助效果影響之研究
指導教授:蔡明田蔡明田引用關係
指導教授(外文):Ming-Tien Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:92
語文別:中文
論文頁數:73
中文關鍵詞:贊助品牌權益消費者涉入
外文關鍵詞:consumer involvementsponsorshipbrand equity
相關次數:
  • 被引用被引用:21
  • 點閱點閱:195
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:9
  近來,贊助已經成為企業最熱門的行銷工具之一,許多企業紛紛地投入大筆的金錢對一些運動賽事進行贊助,目的就是希望能夠藉由贊助來提升品牌知名度並強化或改變品牌形象。然而,雖然贊助在行銷組合上的地位日趨重要,但以消費者行為觀點出發的相關研究卻不多,因此本研究就在這樣的背景之下,擬以消費者行為觀點出發,探討消費者涉入程度對於企業贊助效果的影響,期能對行銷實務上有所助益。

  本研究之研究對象為曾經至現場觀賞、收看轉撥或閱讀過超級籃球聯賽及中華職棒的相關資訊的一般社會大眾,並以迴歸分析及LISREL進行資料分析,實證結果顯示,當消費者對於活動事件的涉入程度越高時,企業將越容易針對這些消費群藉由贊助來提升本身的品牌知名度與品牌形象;而消費者對於贊助企業產品的涉入程度,則與企業贊助效果成顯著的反向關係,亦即贊助效果在那些對於贊助企業產品屬於低涉入的消費群上有較佳的表現;此外,品牌知名度的提升有助於品牌形象的建立,而品牌知名度、品牌形象與消費者的購買傾向亦有顯著的正向關係。
  Modern corporate sponsorship has been increasingly popular as a marketing communication vehicle. Many companies invested a lot of money in sports sponsorship in order to increase brand awareness and to establish, strength, or change brand image. Although the corporate sponsorship has become more and more important in Marketing Mix, however, little research investigated how to make sponsorship effective from the perspectives of consumer behavior. Therefore, this study wished to find out the relationship between Consumer Involvement and Sponsorship Effectives from consumers’ perspectives and anticipate that this study can help firms in marketing affairs.

  The results show that the effects of sponsorship are significantly greater among those most highly involved in an activity and also those lightly involve in sponsor’s product. The firms could effectively raise brand awareness and brand image through sponsorship among this two group;Moreover, the results also indicate that brand awareness has significantly positive effects on brand image, and the raise of brand awareness and brand image could significantly led to higher consumers’ purchase intention.
第一章 緒論 …………………………………………… 1

第一節 研究背景與動機……………………………1
第二節 研究目的…………………………………… 3
第三節 研究流程…………………………………… 4
第四節 研究章節架構……………………………… 5

第二章 文獻探討 ……………………………………… 6

第一節 贊助之文獻探討…………………………… 6
第二節 消費者涉入程度之文獻探討……………… 13
第三節 品牌權益之文獻探討……………………… 21
第四節 文獻探討總結……………………………… 29

第三章 研究設計與研究方法 ……………………… 30

第一節 研究架構…………………………………… 30
第二節 研究假設…………………………………… 31
第三節 變數的操作性定義與衡量………………… 34
第四節 研究設計與樣本回收……………………… 38
第五節 研究方法…………………………………… 39

第四章 資料分析與結果 …………………………… 42

第一節 基本資料分析……………………………… 42
第二節 各研究構面之因素分析與信度檢定……… 43
第三節 多元迴歸分析……………………………… 49
第四節 整體結構模型結果分析…………………… 53
第五節 多重樣本模型比較分析…………………… 59

第五章 結論與建議 ………………………………… 62

第一節 研究結論…………………………………… 62
第二節 研究貢獻與建議…………………………… 63
第三節 研究限制…………………………………… 65
第四節 對未來研究之建議………………………… 66

參考文獻 …………………………………………… 67
附錄:研究問卷 …………………………………… 71
中文部分:
1、陳順宇,『多變量分析』,華泰書局,民國89年。
2、吳萬益、林清河,『企業研究方法』,華泰書局,民國90年。
3、洪文宏,『消費者態度對企業贊助效益影響之研究—以亞洲盃棒球賽為例』,國立成功大學企業管理學系碩士論文,民國89年。
4、朱珮祈,『從消費者觀點分析企業運動贊助效果』,國立台灣大學國際企業學研究所碩士論文,民國92年。
5、陳建翰,『產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討』,國立東華大學企業管理研究所碩士論文,民國92年。
6、呂學進,『涉入程度、購買動機與品牌權益關係之研究以FCB 模型為產品分類之實證』,私立中原大學企業管理研究所碩士論文,民國90年。

英文部分:
1.Aaker, D. (1991). Manage Brand Equity. New York: The Free Press.
2.Aaker, D. (1992). “The Value of brand Equity.” Journal of Business Strategy,
Vol. 13, pp.29.
3.Aaker, D. (1996). “Measuring Brand Equity across Products and Markets,”
California Management Review, Vol. 38, Iss. 3, pp 102-120.
4.Aaker, D. & Keller, K (1990). “Consumer Evaluations Of Brand Extensions”,
Journal of Marketing Chicago, Vol. 54, Iss.1, p. 27
5.Abratt, R., Clayton, B.C. & Pitt, L.F (1987). ”Corporate objectives in sports
sponsorship”, International Journal of Advertising, Vol. 6 No. 4, pp. 299-311.
6.Batra R. & Ray M. (1985). “Affective response mediating acceptation of
advertising.” Journal of Consumer Research, Vol. 03, pp. 234-249.
7.Bloch, P. H. & Richins, M. L. (1983). “A Theoretical Model for the Study of
Product Importance Perceptions”, Journal of Marketing, 47(2), pp.69
8.Biel, A. (1992). “How brand image drives brand equity.” Journal of
Advertising Research, Vol. 32, pp.6-12.
9.Brisoux (1990). “Brand Categorization and Product Involvement.” Advances in
Consumer Research, Vol. 17, pp.103
10.Clark, J. (1991). “Sponsorship and Europe”. Paper presented at Successful
Sponsorship: Strategy, Solution and Creativity, organized by Strategic
Sponsorship Group, London.
11.Cobb-Walgren, Ruble and Donthu (1995). “Brand Equity, Brand Preference, and
Purchase Intention.” Journal of Advertising, Vol. 24, No. 3, pp.25-40.
12.Cohen, J. and P. Cohen (1983), “Applied Multiple Regression/Correlation
Analysis for the Behavioral Sciences.” 2nd. Ed., Hillsdale, New Jersey:
Lawrence Erlbaum Associates, Inc.
13.Cornwell, T.B. (1995), “Sponsorship-linked marketing development”, Sport
Marketing Quarterly, Vol. 4 No. 4, pp. 13-24.
14.Crimmins, J. & Horn, M. (1996). “Sponsorship: From Management Ego Trip to
Marketing Success”. Journal of Advertising Research, 36(4): 11-21.
15.Crowley, M.G. (1991), “Prioritizing the sponsorship audience”, European
Journal of Marketing, Vol. 25 No.11, pp. 11-21
16.Derbaix, C., Gerard, P., & Lardinoit, T. (1994), “Essai de conceptualization
d’une activite eminement pratique: Le parrainage.” Recherche et Application
en Marketing, 2, 43-67.
17.Gardner, P., Shuman, P.(1988), ”Sponsorships and Small Businesses”, Journal
of Small Business Management, Vol. 26, Iss. 4; p. 44
18.Gross, A.C., Traylor M.B., and Shuman P.J.(1987), “Corporate Sponsorship of
Art and Sports Events,” 40th ESOMAR Marketing Research Congress Proceedings,
Montreux, Switzerland, 535-562.
19.Gwinner, K. (1997). “A Model of Image Creation and Image Transfer in Event
Sponsorship”. International Marketing Review, 14(3): 145-158
20.Gwinner, K. and Swanson, S.R. (2003), “A model of fan identification:
antecedents and sponsorship outcomes”, Journal of Services Marketing, vol. 17
No. 3, pp. 275-294.
21.Harvey, B. (2001). “Measuring the effects of sponsorships.” Journal of
Advertising Research , Vol. 41, Iss. 1, pp 59-65.
22.Hoek, J., Gendall, P.J. and Sanders, J. (1993), “Sponsorship management and
evaluation: are managers’ assumptions justified?” Journal of Promotion
Management, Vol. 1 No. 4, pp. 53-66.
23.Hoek, J., Gendall, P.J., Jeffcoat, M. and Orsman, D. (1997), “Sponsorship and
advertising: a comparison of their effects”, Journal of Marketing
Communications, Vol. 3 No. 1, pp. 21-32.
24.Howard, D. R., & Crompton J.L. (1995). “Financing Sport”, Morgantown, WV,
Fitness Information Technology
25.Hoyer and Brown (1990), “Effects of Awareness on Choice for A Common Repeat-
Purchase,” Journal of Consumer Research, 17, 141-148.
26.“IEG glossary and lexicon” (2001), International Events Group Web site,
available at: www.sponsorship.com/learn/glossary.asp (accessed 8 February
2002).
27.Irwin, R.L. and Sutton, W.A. (1994), “Sport sponsorship objectives: an
analysis of their relative importance for major corporate sponsors”, European
Journal for Sport Management, Vol. 1 No. 2, pp. 93-101.
28.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: 439-445.
29.Javalgi, R.G.., Traylor, M.B., Gross, A.C. & Lampman, E. (1994), “Awareness
of Sponsorship and Corporate Image: an Empirical Investigation”. Journal of
Advertising, 23(4): 47-58
30.Keller, K.L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based
Brand Equity,” Journal of Marketing, Vol. 57, Iss. 1, pp 1-22.
31.Kotler Philp (1996). Marketing Management. New Jersey:Prentice-Hall
Incorporation.
32.Lardinoit, T. and Derbaix, C. (2001), “Sponsorship and Recall of Sponsors”,
Psychology & Marketing, 18(2): 167-190
33.Lastovicka, J. L. (1979), "Marketing in nonbusiness situation", Journal of
Marketing, 43(4), pp.11-20
34.Laurent G. & Kapferer J. (1985). “Measuring consumer involvement profile.”
Journal of Marketing Research, Vol. 22, pp. 41-53.
35.Lee M. S. & Sandler D. M. & Shani D. (1997). “Attitudinal constructs towards
sponsorship: scale development using three global sporting events.”
International Marketing Review, Vol14 No.3, pp. 159-169.
36.Madrigal, R. (2001),”Social Identity Effects in Belief-Attitude-Intentions
Hierarchy: Implications of Corporate Sponsorship.” Psychology & Marketing,
18(2): 145-165
37.Marsha, R. L. & Peter H. Bloch (1996). “After the new wears off:The temporal
context of product involvement.” Journal of Consumer Research, Vol. 13
(September), pp. 280-285.
38.Marshall, D.W. and Cook, G. (1992), “The corporate (sports) sponsor’’,
International Journal of Advertising, Vol. 11, Spring, pp. 307-24.
39.McCarville, R. E. and Copeland, R. P. (1994), “Understanding sport
sponsorship through exchange theory.” Journal of Sport Management, 8:102-114.
40.McDaniel, S. R. 1999. “An Investigation of Match-Up Effects in Sport
Sponsorship Advertising: the Implications of Consumer Advertising Schema”.
Psychology & Marketing, 16(2): 163-184
41.McDonald, C. (1991). “Sponsorship and the image of the sponsor.” European
Journal of Marketing, 25, 31-38.
42.McQuarrie (1987). “The Zaichkowsky personal involvement inventory :
Modification and Extension.” Advances in consumer Research, Vol. 14, pp.39.
43.Meenaghan, T. (1983), “Commercial sponsorship”, European Journal of
Marketing, Vol. 7 No.7, pp. 5-73
44.Meenaghan, T. (1991), “Sponsorship-legitimizing the medium”, European
Journal of Marketing, Vol.25 No11, pp. 5-10
45.Meenaghan, T. (1998). ”Ambush Marketing: Corporate Strategy and Consumer
Reaction,” Psychology & Marketing, Vol. 15, Iss. 4, pp 305-322.
46.Meenaghan, T. (2001), “Understanding Sponsorship Effects”. Psychology &
Marketing, 18(2): 95-122
47.Meerabeau, E., Gillett, R., Kennedy, M., Adeoba, J., Byass, M. and Tabi, K.
(1991), “Sponsorship: the research contribution”, European Journal of
Marketing, Vol.25 No11, pp. 39-56
48.Otker, Ton. (1988), “Exploitation: The Key to Sponsorship Success” Marketing
and Research Today, Vol. 16, Iss. 2; p. 77
49.Parker, K. (1990), “Sponsorship, the honeymoon is over, stand up and be
counted”, Association of Market Survey Organizations, Seminar on Sponsorship.
50.Parker, K. (1991), “Sponsorship—The research contribution.” European
Journal of Marketing, 25, 22-31.
51.Pitta, D. A. & Katsanis L. P. (1995). “Understanding Brand Equity for
Successful Brand Extension,” Journal of Consumer Marketing, 12 (4), 51-64.
52.Rothschild, M.L. (1984). “Perspectives on involvement: Current problems and
future directions.” Advances in Consumer Research, Vol. 11, pp.216-217.
53.Sandler, D.M. and Shani, D. (1989), “Olympic sponsorship vs. ‘ambush’
marketing: who gets the gold?” Journal of Advertising Research, Vol. 29,
August-September, pp. 9-14.
54.Sandler, D.M. and Shani, D. (1993), “Sponsorship and the Olympic Games: the
consumer perspective”, Sport Marketing Quarterly, Vol. 2 No. 3, pp.38-43.
55.Schreiber, A. L.(1994). Lifestyle and Event Marketing. New York: McGraw Hill
56.Wu Shwu-Ing, (2001), “An experimental study on the relationship between
consumer involvement and advertising effectiveness.” Asia Pacific Journal of
Marketing and Logistics, Volume 13 No. 1.
57.Speed, R. and Thompson, P. (2000). “Determinants of Sports Sponsorship
Response”. Journal of the Academy of Marketing Science, 28(2): 226-238.
58.Thomas, Chris and Richard (1999), Advertising, second edition, p521~525
59.Warrington, P. and Shim, S. (2000), “An empirical investigation of the
relationship between product involvement and brand commitment”, Psychology &
Marketing, Vol. 17 (9), pp.761-782.
60.Wilson, G.A. (1997), “Does sport sponsorship have a direct effect on product
sales?” The Cyber Journal of Sports Marketing, Vol. 1, October.
61.Zaichkowsky, J.L. (1985). “Measuring the Involvement Construct.” Journal of
Consumer Research, Vol. 12, pp. 341-352.
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔