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研究生:劉玉峯
研究生(外文):Liou, Yuh-Feng
論文名稱:奧運贊助品牌辨識度、品牌記憶與贊助效益之研究-以2008北京奧運為例
論文名稱(外文):Study on Sponsor’s Brand Identification, Brand Recollection and Sponsor’s Benefit: A Case of 2008 Olympic Games
指導教授:賴政秀賴政秀引用關係
指導教授(外文):Lai, Cheng-Hsiu
口試委員:張德銳黃旭鈞郭家驊陳奕良
口試委員(外文):Chang, DerryHuang, Hsu-chunKuo, Chia-HuaChen, Yi-Liang
口試日期:2011-05-19
學位類別:博士
校院名稱:臺北巿立體育學院
系所名稱:體育研究所
學門:民生學門
學類:競技運動學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:182
中文關鍵詞:品牌形象品牌權益關係品質廣告效果
外文關鍵詞:brand imageadvertisement effectsbrand equityrelationship quality
相關次數:
  • 被引用被引用:4
  • 點閱點閱:1146
  • 評分評分:
  • 下載下載:348
  • 收藏至我的研究室書目清單書目收藏:6
本研究主要在探討北京奧運贊助企業品牌形象對廣告效果、品牌權益及關係品質之相關問題。本研究以北京奧運期間收看奧運電視轉播的台灣觀眾為研究對象,採用問卷調查法施測。問卷資料回收後,將有效樣本之原始資料進行編碼、登錄,再以SPSS for Windows 12.0及 Lisrel 8.54版套裝軟體進行資料統計分析,並以驗證性因素分析(Confirmatory Factor Analysis;CFA)和結構方程模式(Structural Equation Modeling;SEM)檢定北京奧運觀眾對贊助企業之品牌形象、廣告效果、品牌權益與關係品質之整體模式,並分析各路徑間之直接效果、間接效果與總效果,獲得研究結果如下:
一、 觀賞北京奧運電視轉播的台灣觀眾以男性居多,年齡大多在26-30歲,學歷多為大學(專)以上,每月所得2-3萬元最多,每天收看奧運轉播1-2小時最多。
二、 觀眾對於北京奧運贊助企業辨識率最高的是麥當勞,其次為可口可樂;觀眾印象最深刻的贊助企業也是麥當勞,可口可樂排名第二。
三、 企業「品牌形象」對「廣告效果」效果影響顯著,顯示奧運轉播
v
期間出現的品牌知名度愈高,廣告播出效果相對較高。
四、 「品牌形象」對「品牌權益」效果影響顯著,可見品牌形象與品牌權益密不可分,優良的品牌形象可以建立並提升品牌權益。
五、 贊助企業的「品牌形象」對「關係品質」的效果影響顯著,顯示品牌形象價值愈多,與消費者之間所建立的品牌關係也愈好。
六、 贊助企業的「廣告效果」對「品牌權益」的效果影響顯著,
可以帶來正向的品牌態度及品牌權益,在觀眾心中留下好印象。
七、 「品牌權益」對「關係品質」的效果影響顯著,若消費者對品
牌價值反應良好,有助於建立長期的關係品質。
The purpose of this study was to discuss the issues of brand image, advertisement effects, brand equity and relationship quality. The on-line questionnaire survey was adopted for this study, and the people who watched the live cover of Olympic Games were the object of this survey.
The survey of this study was analyzed by the statistic software, SPSS 12.0, Lisrel 8.54, Confirmatory Factor Analysis and Structural Equation Modeling to examine the effects of Beijing Olympic Games on brand image , advertisement effects, brand equity and relationship quality. Besides, this study tried to analyze the direct effects, indirect effects, and the total effects. The results were as the follows:
1. Most audience of Olympic Games live covering were male, 26-30 years old, college educated, monthly income,of NT 20001-29999 watched 1-2 hours of Olympic Games report every day.
2. The easiest brand to be identified of Olympic Games was McDonald, then the Coca Cola.
3. The most impressed brand of Olympic Games was McDonald, then the Coca Cola.
4. The brand image produced tremendous influence to advertisement effects. It showed the most famous brand gained the highest effects on
vi i
Olympic Games advertisement.
5. The brand image produced tremendous influence to brand equity. It means good brand image brought better brand equity.
6. The brand image produced tremendous influence to relationship quality. In other words, good and valuable brand image kept good relationship with consumers.
7. The advertisement effects produced tremendous influence to brand equity. It means the positive advertisement brought good brand equity and good impression to consumers.
目錄
原創聲明書 ............................................................................................... ii
學位考詴審定書 ...................................................................................... iii
中文摘要 ................................................................................................... iv
Abstract ...................................................................................................... vi
謝誌 ........................................................................................................ viii
目錄 ........................................................................................................... ix
表目錄 ..................................................................................................... xii
圖目錄 ...................................................................................................... xv
圖目錄 ...................................................................................................... xv
第壹章 緒論 .............................................................................................. 1
第一節 研究背景與動機 ................................................................... 1
第二節 研究目的 ............................................................................... 2
第三節 研究問題 ............................................................................... 3
第四節 研究假設 ............................................................................... 3
第五節 研究範圍 ............................................................................... 4
第六節 研究限制 ............................................................................... 5
第七節 名詞操作型定義 ................................................................... 6
第貳章 文獻探討 ...................................................................................... 8
x
第一節 奧運沿革 ............................................................................... 8
第二節 北京奧運 ............................................................................. 10
第三節 品牌形象 ............................................................................. 12
第四節 廣告效果 ............................................................................. 30
第五節 品牌權益 ............................................................................. 45
第六節 關係品質 ............................................................................. 66
第七節 各變項間之相關研究 ......................................................... 76
第參章 研究方法 .................................................................................... 82
第一節 研究架構 ............................................................................. 82
第三節 研究對象與抽樣方法 ......................................................... 84
第四節 研究工具 ............................................................................. 86
第五節 各分量表之驗證性因素分析 ............................................. 99
第六節 資料分析與統計處理 ....................................................... 123
第肆章 結果與討論 .............................................................................. 125
第一節 有效樣本之人口統計現況分析 ....................................... 125
第二節 奧運觀眾對品牌形象、廣告效果、品牌權益、關係品質整體模式分析 ....................................................................... 130
第伍章 結論與建議 .............................................................................. 145
一、結論 ......................................................................................... 145
x i
二、建議 ......................................................................................... 148
參考文獻 ................................................................................................ 153
中文部分 ......................................................................................... 153
英文部分 ......................................................................................... 159
附錄 ........................................................................................................ 171
附錄一、預詴問卷 ......................................................................... 171
附錄二、正式問卷 ......................................................................... 177
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