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題名：臺灣地區觀眾賽會贊助認同之比較研究
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：2004
卷期：6:2
頁次：頁79-91
主題關鍵詞：賽會贊助；贊助效果；賽會認同；購買意圖；企業形象知名度認同；Sport event sponsorship；Sponsorship effect；Event identification；Purchase intention
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(9) 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:9
  • 共同引用共同引用:29
  • 點閱點閱:168
國際事件行銷集團(International Events Group； IEG)指出，2001年全球花在贊助的費用，已由1989年的23億美元提升到246億美元，相較於1984年的20億元，已成長了12倍之多。贊助已經被視為是企業行銷組合的要素，尤其，透過運動贊助行銷，其效果遠較傳統行銷方式來的遠大。而本研究昌在暸解企業透過運動賽會贊助其贊助欽果如何？研究對象為90年全國運動會、91年全國大專院校運動會、91年全國中等學校運動會的現場觀眾共1,421名。並以「運動賽會贊助效果評估問卷」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、所有受試者對企業贊助運動賽會的三個贊助放果構面，均有相當高的認同度，尤其在「賽會認同」的構面上高速八成六；對「企業形象知名度認同」構面上亦達六成五；此外在「購買意圖」構面上則達五成，仍有很大的進步空間。二、受試者因性別、年收入、以及職業類別的不同，會影響其在「購買意圖」構面上的認同程度。三、受試者在「企業形象知名度認同」構面的認同情形，會因其學歷、職業、以及觀賞賽會的不同而有所差異。
Corporate sponsorship is becoming one focus of sport marketing and fundraising for sport marketers and scholars in Taiwan. World-wide expenditures on sponsorship have grown from $ 2.3 billion in 1989 to $ 24.6 billion in 2001. There is a 12-fold increase from the $ 2 billion dollars spent in 1984. It can provide many of the same benefits that are provided by other promotional alternatives. This study was an attempt to ascertain if corporate involved in sponsorship could improve product awareness, brand awareness, the product image and the brand image. The sponsorship recall and recognition methodology was used, and a survey to the spectators was developed. Respondents included 1421 people who identified themselves as spectators. The research instrument "Sponsorship Recall, Recognition and Benefit 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) More than 86% audiences showed high scores in "Event Identification", and 65% in background (gender, income, occupation) of the respondents will influence the recognition rates on sponsorship benefits of Purchase Intention. (c) The background (degree, occupation, game) of the respondents will influence the recognition rates on sponsorship benefits of Corporation Image & Awareness Identification.
期刊論文
1.Sandler, D. M.、Shani, D.(198908)。Olympic sponsorship vs. 'ambush' marketing: Who get the gold?。Journal of Advertising Research，11，9-14。  new window
2.Berrett, T.、Slack, T.(1999)。An analysis of the influence of competitive and institutional pressures on corporate sponsorship decisions。Journal of Sport Management，13，114-138。  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.Pitts, B. G.(1998)。An analysis of sponsorship recall during Gay Games IV。Sport Marketing Quarterly，7(4)，11-18。  new window
5.Cornwell, T. B.(1995)。Sponsorship-linked marketing development。Sport Marketing Quarterly，4(4)，13-24。  new window
6.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
7.Lyberger, M.、McCarthy, L.(2002)。An analysis of volume consumption, consumer interest and perceptions of sport sponsorship as they relate to the Super Bowl。International Journal of Sports Marketing and Sponsorship，3(4)，429-447。  new window
8.McCarville, R. E.、Flood, C. M.、Froats, T. A.(1998)。The effectiveness of selected promotions of spectators' assessment of a nonprofit sporting event sponsors。Journal of Sport Management，12，51-62。  new window
9.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
10.Brown, G.(2000)。Emerging issues in Olympic sponsorship: Implications for host cities。Sport Management Review，3(1)，71-92。  new window
11.Copeland, R.、Frisby, W.、McCarville, R.(1996)。Understanding the sport sponsorship process from a corporate perspective。Journal of Sport Management，10(1)，32-48。  new window
12.Cuneen, J.、Hannan, M. J.(1993)。Intermediate Measures and Recognition Testing of Sponsorship Advertising at an LPGA Tournament。Sport Marketing Quarterly，2(1)，47-56。  new window
13.Furst, A. S.(1994)。A case study of how one company uses sponsorship to reach a female audience。Sport Marketing Quarterly，3(2)，35-45。  new window
14.Irwin, R. L.、Asimakopolus, M. K.(1992)。An Approach to the evaluation and selection of sport sponsorship proposals。Sport Marketing Quarterly，1(2)，43-51。  new window
15.Ishikawa, S.、Stotlar, D. K.、Walker, W. L.(1996)。Olympic Games marketing in Japan。Sport Marketing Quarterly，5(4)，17-25。  new window
16.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
17.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
18.Turco, D. M.(1994)。Event sponsorship: Effect on customer brand loyalty and consumption。Sport Marketing Quarterly，2(3)，35-38。  new window
19.方信淵、程紹同(20030900)。第34屆世界盃棒球錦標賽贊助商認知研究。中華體育季刊，17(3)=66，82-90。new window  延伸查詢new window
20.蕭嘉惠(20030600)。賽會贊助個案研究--以91年全國大專院校運動會為例。大專體育學刊，5(1)，75-83。new window  延伸查詢new window
21.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
22.McCarville, Ronald E.、Copeland, Robert P.(1994)。Understanding sport sponsorship through exchange theory。Journal of Sport Management，8(2)，102-114。  new window
23.Sandler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Games: The Consumer Perspective。Sport Marketing Quarterly，2(3)，38-45。  new window
24.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.蔡宇玲(2002)。企業贊助運動賽會效益之研究：以HBL高中籃球甲級聯賽為例(碩士論文)。國立台灣師範大學。  延伸查詢new window
2.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
3.蕭嘉惠(2001)。運動賽會贊助管理個案研究--以中華汽車盃國際體操邀請賽為例(博士論文)。國立臺灣師範大學，臺北市。new window  延伸查詢new window
4.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
5.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.Pitts, B.、Stotlar, D.(1996)。Fundamental of sport marketing。Morgantown, WV：Fitness Information Technology。  new window
3.Stotlar, David K.(1993)。Successful Sport Marketing。Dubuque, IA：Wm. C. Brown Communications Inc.。  new window
4.Howard, Dennis R.、Crompton, John L.(1995)。Financing Sport。Fitness Information Technology。  new window
其他
1.(20000610)。雪梨奧運到數100天嘉年華會2。  延伸查詢new window
2.劉忠杰(2002)。400億日韓世界杯電視觀眾創新猷，http://www.leadteksports.com.tw/news/7july/705/B910705010.asp。  延伸查詢new window
圖書論文
1.Kuzma, J. R.、Shanklin, W.(1994)。Corporate sponsorship: A framework for analysis。Sport business operational and theoretical aspects。Dubuque, IA：Wm. C. Brown Communications。  new window
 
 
 
 
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