:::

詳目顯示

回上一頁
題名:賽會贊助個案研究--以91年全國大專院校運動會為例
書刊名:大專體育學刊
作者:蕭嘉惠 引用關係
作者(外文):Hsiao, Chia-huei
出版日期:2003
卷期:5:1
頁次:頁75-83
主題關鍵詞:賽會贊助贊助效果回想確認全國大專院校運動會Sport sponsorshipSponsorship effectRecallRecognition
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(8) 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:7
  • 共同引用共同引用:9
  • 點閱點閱:21
本研究旨在瞭解運動賽會之贊助效果,研究對象為參加91年全國大專院校運動會的現場觀眾共525名。並以「贊助效果評估問卷」為研究工具,進行問卷調查。根據實際調查所得資料,以描述統計、獨立樣本t考驗、以及單因子變異數分析等統計方法處理,經分析討論後結論如下:一、受試者對91年全國大專院校運動會贊助商的回想(recall)確認率,由高到低前三名分別為,中華電信Emome:26.48%、悅氏礦泉水:14.48%、以及勝利體育事業股份有限公司:12%。二、受試者對企業贊助運動賽會的三個贊助效果構面,均有相當高的認同度,尤其在「賽會認同」的構面上高達96.57%,顯示受試者對91年全國大專院校運動會主辦單位以及賽會各項競賽表現與服務工作都給予高度的肯定;此外,在「購買意圖」構面上的認同亦達59.81%,但仍有其進步空間;而在「企業形象知名度認同」構面中,受試者亦給贊助企業相當高的認同度,達78.48%。三、男性受試者及非學生身分的受試者,在「購買意圖」構面上有較高的認同情形。
The purpose of the study was to determine if people attending the 2002 Collegiate Athletic Games could accurately identify the official sponsors. Sponsorship recall methodology was used, and a survey specific to the 2002 Collegiate Athletic Games was developed. Respondents included 525 people who identified themselves as spectators. The research instrument “Sponsorship Recall, Recognition and Identify Questionnaire” was administered. Descriptive statement t-test and one-way ANOVA analysis were utilized for data analysis. Within the scope of this study, the following conclusions were derived:(a) Respondents could not accurately identify the official sponsors. (b) The respondents reported a high score on three factors (Event Identification, Purchase Intention, Corporation Image & Awareness Identification) of sponsorship effects. (e) Male and Non-students reported a high score on “Purchase Intention”.
期刊論文
1.Irwin, R. L.、Asimakopoulos, M. K.(1992)。An approach to the evaluation and sponsorship proposals。Sport Marketing Quarterly,1(2),43-51。  new window
2.McCarville, R. E.、Flood, C. M.、Froats, T. A.(1998)。The effectiveness of selected promotions on spectators' assessments of a nonprofit sporting event sponsor。Journal of Sport Management,12(1),51-62。  new window
3.Kinney, L.、McDaniel, S.(1996)。Strategic implication of attitude-toward-the-ad in leveraging event。Journal of Sport Management,10(3),250-261。  new window
4.Kuzma, J. R.、Shanklin, W. L.、McCally, J. F.(1993)。Number One Principle for Sporting Events Seeking Corporate Sponsors: Meet Benefactor's Objectives。Sport Marketing Quarterly,2(3),27-32。  new window
5.Pitts, B. G.(1998)。An analysis of sponsorship recall during Gay Games IV。Sport Marketing Quarterly,7(4),11-18。  new window
6.Cornwell, T. B.(1995)。Sponsorship-linked marketing development。Sport Marketing Quarterly,4(4),13-24。  new window
7.Ludwig, S.、Karabetsos, J.(1999)。Objective and evaluation processes utilized by sponsors of the 1996 Olympic Game。Sport Marketing Quarterly,8(1),11-19。  new window
8.蕭嘉惠(19990600)。花蓮師院運動代表隊對第廿九屆大專運動會贊助效果之認同情形分析。花蓮師院學報,9,153+155-176。new window  延伸查詢new window
9.Ishikawa, S.、Stotlar, D. K.、Walker, W. L.(1996)。Olympic Games marketing in Japan。Sport Marketing Quarterly,5(4),17-25。  new window
10.Martin, J. H.(1994)。Using a perceptual map of the consumer's sport schema to help make sponsorship decisions。Sport Marketing Quarterly,3(3),27-33。  new window
11.Turco, D. M.(1994)。Event sponsorship: Effect on consumer brand loyalty and consumption。Sport Marketing Quarterly,3(3),35-38。  new window
12.蕭嘉惠(20010600)。運動贊助商業化之危機與轉機。國民體育季刊,30(2)=129,122-129+189。  延伸查詢new window
13.Turco, D. M.、Navarro, R.(1993)。Assessing the economic impact and financial return on investment of a national sporting event。Sport Marketing Quarterly,2(3),17-23。  new window
14.Sabdler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Game: The consumer perspective。Sport Marketing Quarterly,2(3),38-44。  new window
15.McCarville, Ronald E.、Copeland, Robert P.(1994)。Understanding sport sponsorship through exchange theory。Journal of Sport Management,8(2),102-114。  new window
16.Pope, Nigel K. L.、Voges, Kevin E.(2000)。The Impact of Sport Sponsorship Activities, Corporate Image, and Prior Use on Consumer Purchase Intention。Sport Marketing Quarterly,9(2),96-102。  new window
學位論文
1.林振雄(1992)。國內職棒球團與其企業間互動關係之研究(碩士論文)。東海大學,台中市。  延伸查詢new window
2.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(碩士論文)。國立台灣師範大學,臺北市。  延伸查詢new window
3.廖俊儒(2001)。企業贊助運動之效益研究--以安麗盃世界女子花式撞球邀請賽為例(碩士論文)。國立臺灣師範大學。  延伸查詢new window
圖書
1.Marketing Department, IOC(1994)。Lillehammer Olympic Winter Games。Lausanne, Switzerland:Marketing Department, IOC。  new window
2.Stotlar, David K.(1993)。Successful Sport Marketing。Dubuque, IA:Wm. C. Brown Communications Inc.。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE