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研究生:張智翔
研究生(外文):Chih-Hsiang Chang
論文名稱:消費者對賽事之贊助企業的品牌印象與購買意圖之研究
論文名稱(外文):The impact of customer perceptions of sponsorhsip on brand image and purchase intention
指導教授:張心馨張心馨引用關係
指導教授(外文):Hsin-Hsin Chang
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:96
語文別:英文
論文頁數:66
中文關鍵詞:購買意圖品牌印象消費者知覺消費者態度贊助
外文關鍵詞:sponsorhsipbrand imagepurchase intentioncustomer perceptioncustomer attitude
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  • 被引用被引用:4
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廠商贊助球賽已經是企業主要的行銷活動之一,而消費者對賽事贊助企業的認知為產生贊助效益的主要因素。因此,本研究針對消費者對企業贊助之認知(customer perceptions of sponsorship),探討賽事因素、贊助者因素,以及贊助者與賽事之間的適合度對品牌印象與購買意圖之影響。研究樣本以2007年世界盃棒球賽為例,研究對象為凡觀看過此賽事者。資料分析透過結構方程模式,結果發現消費者對於賽事之認知地位、對於贊助者之態度、誠意、普遍性,以及贊助者與賽事之適合度對品牌印象皆有顯著影響。但是,消費者對於賽事之態度對品牌印象沒有顯著影響。所以,本研究建議企業對贊助賽事必須搭配企業行銷之溝通工具進行,不宜以過度商業化的方式進行贊助賽事。另外,企業在投入贊助之前,應優先考慮與企業形象一致之賽事,才能建立消費者對該企業之好感同時也提升消費者之購買意圖,進而充分發揮企業贊助之效益。
Sports sponsorship became a principle marketing campaign of companies to promote their public image. The effectiveness of sponsorship is depends on the perception of customers toward the sponsor. It is an important factor that can beneficially to the sponsorship of the companies. This study adopted customer perceptions of sponsorship and generalized event factors (attitude toward the event and status of the event), sponsor factors (attitude toward the sponsor, sincerity of the sponsor and ubiquity of the sponsor) and sponsor-event fit to examine the effect upon brand image and purchase intention. The audiences of Baseball World Cup 2007 were the population of the study. Two-step structural equation model (SEM) was used for data analyses. As results, status of event, customer attitude toward the sponsor, sincerity of the sponsor, ubiquity of the sponsor and sponsor-event fit have significant influence to brand image. However, customer attitude toward the event has no significant influence to brand image. Based on the results, the author suggests that companies should combine sponsorship with suitability and feasibility marketing communication tools; and suggests not sponsoring an event in a commercialism manner. Furthermore, the fit between the sponsor and the event is the priority issue that can establish customers’ positive image and purchase intention toward the sponsor; ultimately enhance the benefit of the sponsorship.
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2. RESEARCH OBJECTIVES 4
CHAPTER 2 LITERATURE REVIEW AND RESEARCH HYPOTHESES 5
2.1 BRAND IMAGE 5
2.2 SPONSORSHIP 6
2.3 CUSTOMER PERCEPTIONS OF SPONSORSHIP 11
2.3.1 Event factor 12
2.3.2 Sponsor factor 14
2.3.3 Sponsorship factor 17
2.4 PURCHASE INTENTION 19
CHAPTER 3 RESEARCH FRAMEWORK AND METHOD 22
3.1 RESEARCH FRAMEWORK 22
3.2 MEASUREMENT 23
3.3 DATA ANALYSIS 24
CHAPTER 4 DATA ANALYSIS 26
4.1 PILOT TEST 26
4.2 SAMPLING 29
4.3 DATA ANALYSIS 29
4.4 HYPOTHESES TESTING 38
CHAPTER 5 DISCUSSION AND CONCLUSIONS 40
5.1 THEORETICAL IMPLICATIONS 40
5.2 MANAGERIAL IMPLICATIONS 43
5.3 LIMITATIONS AND FUTURE RESEARCH SUGGESTIONS 45
REFERENCES 47
APPENDIX I. MEASUREMENT SCALES 59
APPENDIX II. MEASUREMENT MODEL 61
APPENDIX III. QUESTIONNAIRE 62
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