臺灣博碩士論文加值系統

近年來在競爭難度日益提升的市場中，各大企業漸而轉之透過贊助的效果取代傳統的行銷組合，企業可以利用最適於本身的贊助形式和活動做緊密的結合，以激起品牌與消費者心目中共鳴之處，創造更多的市場商機。因此，本研究主要目的在於探討消費者在不同產品涉入程度下，利用金錢、產品不同形式的贊助對品牌權益及品牌權益對購買意願的影響。研究結果顯示，企業透過贊助活動的執行可以提昇該企業在消費者心中的品牌權益，且執行產品贊助的效果甚於現金；當品牌權益越高時，購買意願也會相對提高，然而消費者對產品的涉入程度則並沒有如預期地扮演贊助形式與品牌權益之間干擾變數的角色。

As a result of growing competition in today’s market, big players in all industries have been tending to adopt corporate sponsorship as a replacement for other traditional marketing schemes. An enterprise may optimize its sponsorship patterns and activities to increase customers’ sense of identification with its brand, thus creating more market opportunity. The purpose of the research is therefore, to study the effect of various forms of sponsorship (through direct money support or product sponsorship) on brand equity and purchase intention under different levels of customer involvement. The result reveals that the activities of sponsorship have positive effect on the brand equity, and the effect of product sponsorship is higher than that of direct money support. It also shows the customers’ purchase intention will get higher when an enterprise has better brand equity. However, quite beyond our expectation, the level of customer involvement with products does not act as a disturb variable between sponsorship pattern and brand equity.
Keyword：Sponsorship, Sponsorship Pattern, Brand Equity, Purchase Intention, Consumer Product Involvement

中文摘要 …………………………………………………………………… i
英文摘要 …………………………………………………………………… ii
目錄 …………………………………………………………………… iii
表目錄 …………………………………………………………………… iv
圖目錄 …………………………………………………………………… v
第壹章 緒論……………………………………………………………… 1
第一節 研究背景………………………………………………………… 1
第二節 研究動機………………………………………………………… 4
第三節 研究目的………………………………………………………… 6
第四節 研究流程………………………………………………………… 7
第貳章 文獻探討………………………………………………………… 8
第一節 企業贊助………………………………………………………… 9
第二節 品牌權益………………………………………………………… 16
第三節 涉入程度………………………………………………………… 24
第四節 購買意願………………………………………………………… 29
第五節 企業贊助形式與品牌權益及購買意願的關聯性……………… 30
第參章 研究方法………………………………………………………… 33
第一節 研究架構………………………………………………………… 33
第二節 研究假設………………………………………………………… 36
第三節 變數的衡量……………………………………………………… 40
第四節 問卷設計調查…………………………………………………… 42
第五節 資料分析方法…………………………………………………… 44
第肆章 資料分析與實證研究…………………………………………… 46
第一節 基本資料析……………………………………………………… 46
第二節 信度分析………………………………………………………… 51
第三節 假設驗證………………………………………………………… 52
第四節 綜合討論………………………………………………………… 58
第五節 檢定假設彙總…………………………………………………… 61
第伍章 結論與建議……………………………………………………… 62
第一節 研究結論………………………………………………………… 62
第二節 管理意涵………………………………………………………… 65
第三節 研究限制………………………………………………………… 66
第四節 研究建議………………………………………………………… 67
文獻參考 …………………………………………………………………… 68
附錄 研究問卷………………………………………………………… 78

卜敏正（2004），民間社團投入藝術贊助之研究-以嘉義市六大國際性社團為例，南華大學美學與藝術管理研究所碩士論文。

朱佩忻 (2003），從消費者觀點分析企業運動贊助效果，國立臺灣大學國際企業學研究所碩士論文。

吳佩玲（2003），企業贊助活動屬性與品牌個性相關聯程度對品牌權益的影響之研究，東吳大學企業管理學研究所碩士論文。

杜錦豐（2001），「高爾夫球參與者運動性休閒參與動機差異性之研究」，政治大學體育研究學報，第十三期，1-20頁。

李孟陵（2003），消費者滿意度、涉入程度對其忠誠度影響之研究--以台北市咖啡連鎖店為例，國立交通大學管理科學系碩士論文。

林文樹（2004），個人電腦消費者之涉入程度研究，國立嘉義大學管理研究所碩士論文。

林宗宏（1995），商店形象與購買行為之關係研究─台南市平價連鎖休閒服飾店之實證研究，國立成奶j學企業管理研究所碩士論文。

林怡安（2003），「博物館遊客滿意度與服務品質之研究-以國立自然科學博物館為例」，博物館季刊，第十七卷第三期，79~97頁。

洪文宏（2000），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，國立成奶j學企業管理學碩士論文。

洪睦盛（2004），企業贊助體育運動賽會之動機與效益研究，國立臺灣體育學院休閒運動管理研究所。

張世偉（1995），品牌重定位與品牌形象之研究－以GIORDANO和HANG TEN為例，台灣科技大學管理技術研究所企業管理學碩士論文。

張在山（1991），非營利事業的策略性行銷，台北：國立編譯館。

陳以亨等（2004），「企業贊助藝文活動動機之因素探討」，輔大管理評論，第十一卷第七期，33~52頁。

陳昱美（2002），企業贊助活動之相關程度、配套之行銷管理組合及贊助活動個數對於品牌權益影響之研究，國立政治大學企業管理研究所碩士論文。

陳柏蒼（2001），企業贊助對企業品牌權益影響之研究，國立中正大學企業管理研究所碩士論文。

陳富美（2003），品牌權益、促銷方式及促銷效果關聯之研究─以運動鞋與衛生紙為例」，朝陽科技大學企業管理研究所碩士論文。

曾文誠（2004），運動媒體消費者對企業贊助商的品牌認知及購買意願之研究：以中華職業棒球聯盟之兄弟象隊為例，台北巿立體育學院運動科學研究所碩士論文。

程紹同（1998），運動贊助策略學，台北市：漢文。

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。

程紹同（2002），運動管理學導論，台北：華泰文化。

馮義方（1999），企業對運動贊助行為之研究，國立臺灣大學商學研究所碩士論文。

黃佑鋒（2002），運動賽會的媒體策略對企業贊助意願之研究：以Nike贊助HBL為例，台北巿立體育學院運動科學研究所碩士論文。

黃金柱（1992），體育運動策略性行銷，台北：師大書苑。

黃俊英、賴文彬（1990），「涉入的理論發展與實務運用」，管理科學學報，第七卷第一期，15-29頁。

黃淑汝（1999），台灣地區職業運動贊助管理之研究，國立交通大學經營管理研究所碩士論文。

楊炳韋（1995），企業贊助公益活動行為之研究，國立政治大學企業管理研究所碩士論文。

劉念寧（1990），大型企業贊助公益活動之研究，國立台灣大學商學研究所碩士論文。

鄭惠文（1992），企業贊助公益活動與企業形象之研究，國立中興大學企業管理研究所碩士論文。

韓大衛（1995），企業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，國立體育學院體育學系碩士論文。

盧焰章（1993），台灣地區大型企業對運動贊助之研究，國立體育學院體育研究所碩士論文。

蕭嘉惠（1995），運動組織與企業組織經理人對贊助運動考量因素之比較研究，國立臺灣師範大學體育研究所碩士論文。

Aaker, D. A. (1990), “Brand Extensions: The Good, the Bad, and the Ugly”, Sloan Management Review, 47-56.

Aaker, D. A. (1991), Managing brand equity: capitalizing on the value of a brand name, New York: The Free Press.

Aaker, D. A. (1992), “The value of brand equity”, Journal of Business Strategy, 13(4): 27-32.

Amis, J., N. Pant & T. Slack (1997), "Achieving a Sustainable Competitive Advantage: A Resource-Based View of Sport Sponsorship", Journal of Sport Management, 11(1): 80-96

Andrews, C. J., S. Durvasula & S. H. Akhter (1990), “A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research”, Journal of Advertising, 19: 27-40.

Anti, J. H. (1984), "Conceptualization and Operationalization of Involvement", Advance in Consumer Research, 11: 203-209.

Assael, H. (1992), Consumer Behavior and Marketing Action, 4th ed., PWS-KENT Publishing Company.

Bei, L. & R. Widdows (1999), “Product Knowledge and Product Involvement as Moderators of the Effects of Information on Purchase Decisions: A Case Study Using the Perfect Information Frontier Approach”, Journal of Consumer Affairs, 33(1): 165-186.

Bennett, R. (1999), “sports sponsorship, spectator recall and false consensus”, European Journal of Marketing, 33: 291-295

Biswas, A. (1992), “The Moderating Role of Brand Familiarity in Reference Price Perception”, Journal of Business Research, 25 (3): 251-262

Black, A. W., (1981) “Professional Associations: Part of the Problem or Part of the Solution?”, Australian Journal of Social Issues, 16(2):149-161

Blackston, M. (1992), “Observations: Building Brand Equity by Managing the Brand’s Relationships”, Journal of Advertising Research, 78-83.

Booner, P. G., & R. Nelson (1985), Product attributes and perceived quality: foods, In J. Jacoby, and J. C. Olson, (ed.), Perceived Quality, New York: Lexington Books.

Brasco, T. C. (1988), How brand name are valued for acquisitions, In: L. Leuthesser Report, Boston: Marketing Science Institute.

Brook, T. (1990), Family Continuity and Cultural Hegemony: The Gentry of Ningbo, Joseph W. Esherick & Mary Backus Rankin eds. Chinese Local Elites and Patterns of Dominance. Berkeley: University of California Press.

Buchanan, L., C. J. Simmons & B. A. Bickart (1999), “Brand Equity Dilution: Retailer Display and Context Brand Effects”, Journal of Marketing Research, 36(3): 345-355.

Cobb-Walgren, C. J., C. A. Ruble & N. Donthu (1995), “Brand Equity, Brand Preference, and Purchase Intent, ”Journal of Advertising, 24(3): 25-40.

Corcoran, C. P. (1987), “Corporate Philanthropy: Attitudes of Institutional Shareholders, Individual Shareholders , and Corporate Philanthropy Excutives” , PH.D. dissertation, University of Minnesota.

Cornwell, T. B., D. P. Roy & E. A. Steinard (2001), “Exploring Managers' Perceptions of the Impact of sponsorship on Brand Equity.” Journal of Advertising, 30(2):41-51.

Dean, D. H, (1999), “Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitude”, Journal of Advertising, 28(3):1-12.

Dickson, R. P. & A. G. Sawyer (1990), “The Price Knowledge and Search of Supermarket Shoppers”, Journal of Marketing, 54: 42-53.

Dodds, W. B., K. B. Monroe & D. Grewal (1991), “Effects of price, brand, and store information on buyers’ product evaluations”, Journal of Marketing Research, 28(3):307-319.

Dyson, P., A. Farr. & N. S. Hollis. (1996). “Understanding, Measuring, and Using Brand Equity”, Journal of Advertising Research, 9-21.

Engel, Blackwell & Miniard. (1990), Consumer Behavior, 6th Edition, The Dryden Press.

Farguhar, P.H (1990), “Managing Brand Equity”, Journal of Advertising Research, 7-12.

Feldwick, P (1996), “What is brand equity anyway and how do you measure it”, Journal of Marketing Research Society, 38: 85–104.

Gardner M. P. and Shuman P. J. (1987), “Sponsorship: An Important Component of The Promotions Mix”, Journal of Advertising, 16(1)11-17.

Gwinner, K. & J. Eaton (1999), “Building brand image through event sponsorship: The role of image transfer.” Journal of Advertising, 28(4): 47-57.

Harvey, B. (2001), “Measuring The Effects of Sponsorships”, Journal of Advertising Research, 41(1): 59-65.

Heitsmith, Glenn (l993), “An Academic Pursuit: Promotion’s Collegiate Breeding Ground”, The International Magazine for Promotion Marketing, 7: 3l-33.

Houston, M. J. & M. L. Rothschild (1978), Conceptual and Methodological　Perspectives in Involvement, in Research Frontiers in Marketing：Dialogues and Directions, Jain, S.(ed.), Chicago：American Marketing Association, pp.184- 187.

International Olympic Committee (2003), Retrieved June 10,2003, from http://multimedia.olympic.org/pdf/en_report_344.pdf

International Events Group http://www.sponsorship.com/ （2004）

Keller, K. L., (1993), “Conceptualizing, measuring, and managing customer- based brand equity”, Journal of Marketing, 57(1): 1-22.

Kim, P. (1990), “A Perspective on Brands”, Journal of Consumer Marketing, 7(4): 63-67.

Komoroski, L. & H. Biemond (1996), “Sponsor Accountability: Designing and Utilizing an Evaluation System”, Sport Marketing Quarterly, 5(2): 35-39.

Krugman, H. E. (1965), “The Impact of Television Advertising Learning without　Involvement”, Public Opinion Quarterly, 29: 349-356.

Lardinoit, T. (2001), “Attitudinal Effects of Combined Sponsorship and Sponsor’s Prominence on Basketball in Europe”, Journal of Advertising Research, 41(1): 48-58.

Lassar, W., B. Mittal & A. Sharma (1995), “Measuring Customer- Based Brand Equity”, Journal of Consumer Marketing, 12(4): 11-19.

Lastovicka, J. L. & D. M. Gardner (1979), “Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement”, Journal of Advertising Research, 25: 48-56.

Laurent, G. & J. Kapferer (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, 22(1): 41-53.

Martin, G. S. & T. J. Brown (1990), “In Search of Brand Equity: the Conceptualization and Measurement of the Brand Impression Construct in

Childers, Mackenzie, Leigh, Skinner, Lynch Jr, Heckler, Gatignon, Fisk and Grenam (eds)”, Marketing Theory and Applications, 2: 431-438.

McMarville, R.E., Floor, G.M., & R.P. Copeland, (1994). “Understanding sport sponsorship through exchange theory”, Journal of Sport Management, 102-114

McQuarrie E. F. & M. Munson (1992), “A revised product involvement inventory: improved usability and validity”, Advances in Consumer Research, 19: 108-115.

Meenaghan, T. (1991), “Sponsorship-Legitimising the Medium”, European Journal of Marketing 25(11): 5-10.

Mery P. G. & P. J. Shuman (1987), “Sponsorship: An Important Component of The Promotions Mix”, Journal of Advertising, 16(1): 11-17.

Monroe, Kent B., (1990), Pricing: Making Profitable Decisions, 2nd Ed., McGraw-Hill Publishing Company.

Mullin B., S. Hardy & W. Sutton (2000), sport marketing, Human Kinetics Publishers: USA,
Nunnally, J. C. (1978), Psychometric Theory, New York: Mcgraw- Hill.

Olcott, W. (1995), “Charitable giving on the rise.” Fund Raising Management, 26(5): 8-10.

Pitts, B. G & D. Stotlar (1996), Fundamentals of Sport Marketing, Morgantown, WV: Fitness Information Technologies.

Pitts, B. G. & J. Slattery (2004) “An Examination of the Effects of Time on Sponsorship” Awareness Levels, 13(1)

Park, C. S. & V. Srinivasan (1994), “A Survey-Based Method for Measuring and Understanding Brand Equity and its Extendibility.“ Journal of Marketing Research, 31:271-288.

Plinio A. J. (1986), “Non-Cash Assistance in Corporate Philanthropy”, Fund Raising Management, 16(11): 92-100.

Pope, N. L. & K. Voges (2000), "The Impact of Sport Sponsorship Activities, Corporate Image, and Prior Use on Consumer Purchase Intention", Sport Marketing Quarterly, 9(2): 96-102.

Rajaretnam, J. (1994), “The long-term effects of sponsorship”, Marketing & Research Today, 2: 62-74.

Rothschild, M. L (1984), “Perspectives in Involvement: Current Problems and Future Directions”, Advances in Consumer Research, 11: 216-217.

Sandler, D. M. & D. Shani (1989), “Olympic Sponsorship versus Ambush Marketing：Who Gets the Gold？” Journal of Advertising Research, 29: 9-14.

Sandler, D. M. & D. Shani (1993), ”Sponsorship and the Olympic Games: The Consumer Perspective,” Sport Marketing Quarterly, (2): 3: 38-43.

Sherif, M & H. Cantril (1947), The Psychology of Ego-Involvement. New York: John Wiley and Sons.

Shocker, A. D. & B. Weitz (1988), A Perspective on Brand Equity Principles and Issues, in: L. Leuthesser, ed. Report #88-104, Cambridge, MA: Marketing.

Simon, C. J. and M. W. Sullivan, (1993). “The Measurement and Determinants of Brand Equity: A Financial Approach”, Marketing Science, 12(1): 28-52.

Srivastava, R. ＆ A. D. Shocker (1991), “Brand equity: a perspective on it’s meaning and measurement”, Advances in Consumer Research, 6(14): 431-437.

Stotlar, D. K. (1993), Successful sport marketing, Dubuque, IA: Wm. C. Brown Communications.

Thomas, Chris & Richard (1999), Advertising, second edition, 521~525.

Turco, D. M. (1994), ”Event sponsorship：Effect on consumer brand loyalty and consumption”, Sport Marketing Quarterly, 3(3): 35-38.

Warrington, T. B., N. J. Anamaria, & H. M. Caldwell (2000), “Building Trust to Develop Competitive Advantage in E-Business Relationships”, Competitiveness Review, 10(2): 160-168

William & Swinyard (1993), "The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions", Journal of Consumer Research, 20: 271-280.

Wortzel, L.H (1979), “New Life Style Determinants of Women’s Food Shopping Behavior”, Journal of Marketing, 43(3): 28-29.

Zaichkowsky, J. L. (1985), “ Measuring the Involvement Construct”, Journal of Consumer Research, 12: 341-352.

Zaichkowsky, J. L. (1986), “Conceptualizing Involvement”, Journal of Advertising, 15(2): 4-14.

Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, (52): 2-22.

Zeynep G., C. and M. Durairaj (1998), “The Effects of Extensions on Brand Name Dilution and Enhancement”, Journal of Marketing Research, 35:464-473.