臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：The Relationship between Team Identification, Perceived Congruence, and Sponsor Credibility on Sports Team Sponsor’s Brand Equity in a Cross-Country Context
作者：王智弘
作者(外文)：Chih-Hung Wang
校院名稱：國立中央大學
系所名稱：企業管理學系
指導教授：鄭明松
學位類別：博士
出版日期：2011
主題關鍵詞：跨國比較；贊助者可信性；運動贊助；品牌權益；球隊認同；知覺一致性；Cross-Country Comparison；Sponsor Credibility；Perceived Congruence；Team Identification；Sports Sponsorship；Brand Equity
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:20
本論文主要目的為二: (1)探討球隊認同(team identification)、知覺一致性(perceived congruence)對贊助者可信性(sponsor’s credibility)的影響以及其對運動隊伍贊助商其品牌權益(sponsor’s brand equity)之效果; (2)此一假設關係是否在台灣與印尼-分別代表主要的兩個亞洲市場-儒家市場(Confusion Market)以及伊斯蘭市場(Islamic Market)有所差異。研究資料主要來自於台灣以及印尼的職業運動隊伍的球迷。藉由與職業棒球與職業足球隊伍的球迷後援會進行合作，台灣與印尼分別蒐集到242與232位球迷供本論文進行分析。
整體來說，研究結果顯示對球隊的認同(team identification)以及知覺到贊助者以及被贊助的職業運動隊伍形象的一致性(perceived congruence)對贊助者的可信度(sponsor’s credibility)具有正向影響，而贊助者的可信度(sponsor’s credibility)又會更進一步提升贊助者的品牌權益(sponsor’s brand equity)。然而，對球隊的認同(team identification)對台灣球迷而言並未提升其對贊助者的可信度(sponsor’s credibility)，對印尼球迷而言則是形象的一致性(perceived congruence)無法提升贊助者的可信度(sponsor’s credibility)。
除此之外，研究結果亦顯示 “國家” (country) 在本論文提出的觀念性架構中扮演著一個干擾角色(moderating role)，亦即，職業運動隊伍贊助商品牌權益的決定因素在兩個主要的亞洲市場是有所差異的。根據此研究結果，本論文詳述研究結論並提供管理意涵以及未來研究方向供後續研究之參考。
The main purpose of this dissertation is twofold: (a) To investigate the relationship between team identification and perceived congruence on sponsor credibility, which, in turn, affects sports team sponsor’s brand equity; and (b) To investigate whether the proposed conceptual framework varies across Taiwan and Indonesia, which represent two major Asian marketplaces, i.e., the Confucian and Islamic markets, respectively. Field data are collected from professional sports team fans in Taiwan and Indonesia. Two hundred forty-two questionnaires from Taiwan and 232 from Indonesia are collected by cooperating with the professional baseball and football team’s fans clubs.
In general, the findings support that team identification and perceived congruence between the sponsor and the sponsored sports team have a positive effect on the sponsor’s credibility, which in turn has a positive impact on the sponsor’s brand equity. However, the effects of team identification and perceived congruence on the sponsor’s credibility do not receive supportive evidence in Taiwan and Indonesia. In addition, the findings also support that “Country” plays a moderating role in the proposed conceptual framework, which means that the determinants of a sports team sponsor’s brand equity vary in these two major Asian marketplaces. Based on these findings, conclusions, research implications, and future research are discussed.
References
Agarwal, J., Malhotra, N. K., & Bolton, R. N. (2010). A Cross-National and Cross-Cultural approach to global market segmentation: An application using consumers’ perceived service quality. Journal of International Marketing, 18(3), 18-40.
Alexandris, K., Tsaousi, E., & James, J. (2007). Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event. Sports Marketing Quarterly, 16(3), 130-139.
Amis, J. & Cornwell, T. B. (2005). Global sport sponsorship, New York, NY, Berg.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Anderson, N. (1971). Integration theory and attitude change. Psychological Review, 78(3), 171-206.
Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.
Bandyopadhyay, S., & Bottone, M. (1997). Playing to win. Marketing Management, 6(1), 8-19.
Becker-Olsen, K.L. & Hill, R.P. (2006). The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers. Journal of Service Research, 9(1), 73-83.
Becker-Olsen, K., & Simmons, C. J., (2002). When do social sponsorships enhance or dilute equity? Fit, message source, and the persistence of effects. Advances in Consumer Research, 29(1), 287-289.
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238-246.
Branscombe, N. R., & Wann, D. L. (1992). Physiological arousal and reaction to Out-Group members during competitions that implicate an important social identity. Aggressive Behavior, 18(2), 85-93.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing Structural Equation Models (pp. 136-161). Newbury Park, CA: Sage.
Chang, K., & Ding, C. G. (1995). The influence of culture on industrial buying selection criteria in Taiwan and Mainland China. Industrial Marketing Management, 24(4), 277-284.
Christensen, S. R. (2006). Measuring consumer reactions to sponsoring partnerships based upon emotional and attitudinal responses. International Journal of Market Research, 48(1), 61-80.
Chun, R., & Gary, D. (2006). The influence of corporate character on customers and employees: Exploring similarities and differences. Journal of Academy of Marketing Science, 34(2), 138-146.
Close, A. G., Finney, Z. R., Lacey, R. Z., & Sneath, J. Z. (2006). Engaging the consumer through event marketing: Liking attendees with the sponsor, community, and brand. Journal of Advertising Research, 46(4), 420-433.
Cornwell, T. B. (2008). State of the art and science in sponsorship-linked marketing. Journal of Advertising, 37(3), 41-55.
Cornwell, T. B., Roy, D. P., & Steinard II, E. A. (2001). Exploring managers’ perceptions of the impact of sponsorship on brand equity. Journal of Advertising, 30(2), 41-52.
Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34(2), 21-42.
Dalakas, V., & Kropp, F. (2002). Attitudes of youth toward purchasing from sponsors: A cross-cultural perspective. Journal of Euromarketing, 12(1), 19-39.
Delgado-Ballester, E., & Hernandez-Espallardo, M. (2008). Building online brands through brand alliances in Internet. European Journal of Marketing, 42(9/10), 954-976.
Delgado-Ballester, E., & Munuera-Aleman, J. L. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187-196.
Fama, E. L., Fisher, L., Jensen, M. C., & Roll, R. (1969). The adjustment of stock prices to new information. International Economic Review, 10(1), 1-21.
Fisher, R. J., & Wakefield, K. (1998). Factors leading to group identification: A field study of winners and losers. Journal of Psychology & Marketing, 15(1), 23-40.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 28 (February), 39-50.
Garcia, R., & Kanddemir, D. (2006). An illustration of modeling moderating variables in cross-national studies. International Marketing Review, 23(4), 371-389.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity - credibility on consumer reaction to advertisement and brands. Journal of Advertising, 29(3), 43-54.
Gwinner, K. (2005). Image transfer in global sport sponsorship - theoretical support and boundary conditions. In J. Amis & T. B. Cornwell (Eds.), Global Sport Sponsorship (pp. 163-178). New York, NY: Berg.
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 25(2), 19-35
Gwinner, K., & Swanson, S. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275-294.
Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
Hong, F. (2002). EPILOGUE-into the future: Asian sport and globalization. International Journal of the History of Sport, 19(2), 401-407.
Hung, K. H., & Li, S. Y. (2008). The Influence of eWOM on virtual consumer communities: Social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495.
Huntington, S. (1993). The clash of civilizations? Foreigner Affairs, 72(3), 22-28.
Jarvenpaa, S. L., Tractinsky, M., & Saarinen, L. (1999). Consumer trust in an internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2), 1-33.
Jöreskog, K. G., & Sörbom, D. (1999). LISREL 8: User’s Reference Guide. Chicago: Scientific Software International.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
Keller, K. L. (2008). Strategic Brand Management (3nd edn). Upper Saddle River, NJ: Prentice-Hall.
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61(1), 75-82.
Lafferty, B. A. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structure antecedents of attitude toward the Ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123.new window
Marsh, H. W., Balla, J. R., & Hau, K. T. (1996). An evaluation of incremental fit indices: A clarification of mathematical and empirical properties. In G. A. Marcoulides & R. E. Schumacker (Eds.), Advanced Structural Equation Modeling: Issues and Techniques (pp. 315-353). Mahwah, NJ: Lawrence Erlbaum Associates.
Mcdaniel, S. R. (1999). An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology and Marketing, 16(2), 163-184.
McDonald, C. (1991). Sponsorship and the image of the sponsor. European Journal of Marketing, 25(11), 31-38.
Meenaghan, T. (2001). Understanding sponsorship effects. Psychology & Marketing, 18(2), 95-122.
Merz, M. A., He, Y., & Alden, D. L. (2008). A categorization approach to analyzing the global consumer culture debate. International Marketing Review, 25(2), 166-182.
Neijens, P., Smit, E., & Moorman, M. (2009). Taking up an event: Brand image transfer during the FIFA World Cup. International Journal of Market Research, 51(5), 579-591.
Noland, M. (2005). Religion and economic performance. World Development, 33(8), 1215-1232.
Olson, E. L. (2010). Does sponsorship work in the same way in different sponsorship contexts? European Journal of Marketing, 44(1/2), 180-199.
Pothukuchi, V., Damanpour, F., Choi, J., Chen, C. C., & Park, S. H. (2002). National and organizational culture differences and international joint venture performance. Journal of International Business Studies, 33(2), 243-265.
Reynolds, N., Diamantopoulos, A., & Schlegelmilcsh, B. B. (1993). Pretesting in questionnaire design: A review of the literature and suggestions for further research. Journal of the Market Research Society, 35(2), 171-182.
Rifon, N. J., Choi, S. M., Trimble, C. S., & Li., H. (2004). Congruence effects in sponsorship - the mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29-42.
Rogers, S. (2003). The effects of sponsor relevance on consumer reactions to internet sponsorships. Journal of Advertising, 32(4), 67-76.
Roy, D. P., & Cornwell, T. B. (2003). Brand equity’s influence on responses to event sponsorships. Journal of Product & Brand Management, 12(6), 377-93.
Roy, D. P., & Cornwell T. B. (2004). The effects of consumer knowledge on responses to event sponsorships. Psychology & Marketing, 21(3), 185-207.
Roy, D. P. (2005). Global sport sponsorship - towards a strategic understanding. In J. Amis & T. B. Cornwell (Eds.), Global Sport Sponsorship (pp. 147-162). New York, NY: Berg.
Ruiz, D. M., Gremler, D. D., Washburn, J. H., & Carrión, G. C. (2008). Service value revisited: Specifying a higher-order, formative measure. Journal of Business Research, 61(12), 1278-1291.
Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154-169.
Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of Academy of Marketing Science, 28(2), 226-238.
Steenkamp, J. E. M., & Baumgartner, H. (1998). Assessing measurement invariance in cross-national consumer research. Journal of Consumer Research, 25(1), 78-90.
Sutton, W. A., McDonald, M. A., Milne, G. R., & Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sports Marketing Quarterly, 6(1), 15-22.
Tan, J., & Chow, I. H. S. (2009). Isolating cultural and national influence on value and ethics: A test of competing hypotheses. Journal of Business Ethics, 88(1), 197-210.new window
van Herk, H., Poortinga, Y. H., & Verhallen, T. M. M. (2005). Equivalence of survey data: Relevance for international marketing. European Journal of Marketing, 39(3/4), 351-364.
Walliser, B. (2003). An international review of sponsorship research: Extension and update. International Journal of Advertising, 22(1), 5-40.
Wann, D. L., & Branscombe, N. R. (1995a). Influence of identification with a sports team on objective knowledge and subjective beliefs. International Journal of Sports Psychology, 26(4), 551-567.
Wann, D. L., & Branscombe, N. R. (1995b). Influence of level of identification with a group and physiological arousal on perceived intergroup complexity. British Journal of Social Psychology, 34(Sep), 223-235.
Westerbeek, H., & Smith, A. (2003). Sport Business in the Global Marketplace. New York, NY: Palgrave Macmillan.
Yang, X. S., Sparks, R., & Li, M. (2008). Sports sponsorship as a strategic investment in China: Perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics. International Journal of Sports Marketing & Sponsorship, 10(1), 63-78.
Yeniyurt, S., & Townsend, J. D. (2003). Does culture explain acceptance of new products in a country? An empirical investigation. International Marketing Review, 20(4), 377-397.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：282（臺灣：253，外國：29） ／ 本年度總使用人次：2658005 ／ 訪客人次（自102年09月）：68455586
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上