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研究生:黃秀絹
研究生(外文):Hsiu-Chuan Huang
論文名稱:品牌關係、關係品質、品牌權益關聯性之實證研究-以企業贊助籃球活動為例
論文名稱(外文):An Empirical Study on the Relationship between the Brand Relationship and the Relationship Quality and the Brand Equity-A Case of Sponsorship Basketball’s Competition
指導教授:魏文欽魏文欽引用關係
指導教授(外文):Wen-Cheng Wei
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所
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
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:95
中文關鍵詞:企業贊助品牌關係品牌權益關係品質
外文關鍵詞:sponsorshipbrand relationshiprelationship qualitybrand equity
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企業行銷手法中,企業贊助(Sponsorship)已被認為是能有效達到市場目標的行銷方式之一。透過企業行銷手法,企業注重的不只是短期的利益關係,就長期性企業與顧客的關係考量,本研究欲發展一套企業長期性有效行銷模式之實證架構,做為企業界行銷實務之參考依據。依企業與消費者建立的品牌關係,而關係品質的涉入程度,最後對企業最終的品牌權益之影響,關係品質又為其中介變數。並以現在最熱門的企業贊助運動的觀點,探討品牌關係及關係品質對品牌權益之影響程度。而本研究針對全國性知名的企業長期性贊助之比賽-SBL(超級籃球聯賽)現場之觀眾進行抽樣調查,並運用線性結構模式(LISREL)之統計方法分析,驗證構面間之影響關係。
本研究發現:一、在直接關係方面:企業跟顧客之品牌關係經營與最終的品牌權益有正向影響關係。二、在間接關係方面:企業的品牌關係,透過關係品質也會與品牌權益產生正向之影響關係。三、實證顯示,企業因為透過間接關係正向影響之作用,更加增進與消費者間的關係。因此,在長久的交易關係中,間接關係更能強化企業品牌權益之效。
Sponsorship has been conceived as one of the effective marketing forms to achieve market targets. By these marketing forms, the business can not only emphasize the short-term interest relationships, but also focus on the long run interests. This research would like to develop an empirical model based on a long-term efficient marketing model and for the reference of the marketing practice. The brand relationship is established between business and customers. The relationship quality is a mediator between the brand relationship and brand equity.
This research would discuss how the brand relationship and relationship quality affect the brand equity in terms of sponsorship. Sampling research is aimed at the audiences in the famous sport competition-SBL which is sponsored by business chronically. This research would use LISREL to test and verify the relations between the dimensions.
This research found that: First, in the direct relations, the brand relationship would significantly influence the final brand equity. Second, in the indirect relations, the brand relationship would significantly influence brand equity through relationship quality. Third, the business could improve the relationship to customers with the indirect relations influences. Therefore, the indirect relations could strengthen the efficiency of brand equity in a long-term relationship.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 4
  第三節  研究流程............... 4
第二章  文獻探討................. 6
  第一節  企業贊助文獻之探討.......... 6
  第二節  企業贊助與運動行銷.......... 9
  第三節  品牌關係............... 15
  第四節  關係品質............... 20
  第五節  品牌權益............... 31
  第六節  變數關聯性之探討........... 36
  第七節  使用三構面之原因........... 39
第三章  研究方法................. 41
  第一節  研究架構............... 41
  第二節  研究假設............... 42
  第三節  操作型定義.............. 42
  第四節  問卷設計............... 44
  第五節  研究工具............... 47
第四章  實證分析................. 55
  第一節  基本資料分析............. 55
  第二節  信度與效度分析............ 58
  第三節  敘述性分析.............. 60
  第四節  LISREL模式分析........... 61
第五章  結論與建議................ 68
  第一節  研究結論............... 68
  第二節  管理意涵及研究貢獻.......... 70
  第三節  研究限制及未來建議.......... 71
參考文獻 ..................... 73
附錄  研究問卷.................. 94
表目錄
表 2- 1 北美地區企業贊助類別表........... 8
表 3- 1 研究假設表................. 42
表 3- 2 衡量構面與題項............... 46
表 3- 3 整體模式配適度的衡量指標.......... 52
表 4- 1 樣本基本資料分析.............. 56
表 4- 2 品牌關係、關係品質、品牌權益構面之信度分析. 59
表 4- 3 潛在變項之分析............... 60
表 4- 4 衡量模式分析................ 62
表 4- 5 評鑑模型配適度指標結果........... 65
表 4- 6 潛在變數之路徑效果............. 66
表 4- 7 結構模式係數與檢定結果........... 67
表 5- 1 構面之管理規劃表.............. 71
圖目錄
圖 1- 1 研究流程圖................. 5
圖 2- 1 運動形象透過適合度移轉至企業形象的關係圖.. 13
圖 2- 2 Crosby et al.關係品質模型......... 24
圖 2- 3 關係承諾架構圖............... 26
圖 2- 4 Smith關係品質模型............. 27
圖 2- 5 Kim and Cha關係品質模型.......... 28
圖 2- 6 關係行銷結果整合模型............ 29
圖 2- 7 贊助關係品質的概念性模型.......... 30
圖 2- 8 Aaker 品牌權益構面圖............ 33
圖 2- 9 品牌知識構面................ 35
圖 3- 1 研究架構圖................. 41
圖 4- 1 LISREL完整模型圖.............. 66
圖 5- 1 行銷面向圖................. 70
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