資料載入處理中...
臺灣人文及社會科學引文索引資料庫系統
:::
網站導覽
國圖首頁
聯絡我們
操作說明
English
行動版
(3.14.128.123)
登入
字型:
**字體大小變更功能,需開啟瀏覽器的JAVASCRIPT,如您的瀏覽器不支援,
IE6請利用鍵盤按住ALT鍵 + V → X → (G)最大(L)較大(M)中(S)較小(A)小,來選擇適合您的文字大小,
如為IE7以上、Firefoxy或Chrome瀏覽器則可利用鍵盤 Ctrl + (+)放大 (-)縮小來改變字型大小。
來源文獻查詢
引文查詢
瀏覽查詢
作者權威檔
引用/點閱統計
我的研究室
資料庫說明
相關網站
來源文獻查詢
/
簡易查詢
/
查詢結果列表
/
詳目列表
:::
詳目顯示
第 1 筆 / 總合 1 筆
/1
頁
來源文獻資料
摘要
外文摘要
引文資料
題名:
運動行銷對企業價值的影響--以日本職業棒球冠軍賽為例
書刊名:
東吳經濟商學學報
作者:
陳志鈞
/
李文雄
/
陳君達
作者(外文):
Chen, Chih-chun
/
Lee, Wen-shiung
/
Chen, Chun-da
出版日期:
2008
卷期:
63
頁次:
頁77-110
主題關鍵詞:
運動行銷
;
企業價值
;
日本職業棒球
;
事件研究法
;
Sports marketing
;
Firm value
;
Nippon professional baseball
;
NPB
;
Event study
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
4
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
4
共同引用:
5
點閱:33
過去運動行銷的研究並不多,特別是針對擁有職業球隊之企業,是否會因球隊優異的比賽成績,而對母企業產生正向價值的研究更顯缺乏。本文利用事件研究法針對日本職棒冠軍賽的勝負,探討奪冠與否對母企業價值產生的影響進行研究。結果顯示,企業所擁有之球隊只要取得參加冠軍賽資格即對母企業產生正向的股價平均異常報酬,而贏得冠軍之球隊母企業所產生的正向累積平均異常報酬亦較敗隊明顯。特別的是,若以產業作區分,奪冠球隊之母企業為量販業,其平均異常報酬將更為顯著,且大於非量販業球隊之平均異常報酬。故擁有職棒球隊將使具有通路優勢的量販業產生更佳的經濟效益,亦能提升母企業股價。
以文找文
The research however is little in sports marketing, especially about parent companies have positive abnormal stock returns by their ball game team's achievements. This paper thus focuses on Nippon professional baseball championship competition and what impacts on the parent enterprises stock price. This study applies the event study, in connection with winning and losing of Nippon professional baseball championship. The empirical results show that there are positive average abnormal stock returns for the parent enterprises when their teams acquire qualifications to participate in final championship game. Moreover, the parent enterprises have higher and more significant cumulative average abnormal returns when their teams win the championship than when their teams lose the championship. It is noteworthy that dealer's industry has more significant positive abnormal stock return when their teams win the championship as compared with non-dealer's industry. We may, therefore, reasonably conclude that the dealer’s industry could obtain economic benefits when they own professional baseball teams.
以文找文
期刊論文
1.
Cornwell, T. B.、Pruitt, S. W.、Clark, M. J.(2005)。The Relationship between Major-League Sports, Official Sponsorship Announcements and the Stock Prices of Sponsoring Firms。Journal of the Academy of Marketing Science,33(4),401-412。
2.
Geng, L.、Burton, R.、Blakemore, C.(2002)。Sport Sponsorship in China: Transition and Evolution。Sports Marketing Quarterly,11(1),20-32。
3.
陳善能、徐木蘭、蘇建勳、許金田(20050600)。運動行銷之探討--以企業贊助奧運為例。交大管理學報,25(1),29-66。
延伸查詢
4.
Sandler, D. M.、Shani, David(1989)。Olympic sponsorship vs. Ambush marketing: Who gets the gold?。Journal of Advertising Research,29(4),9-14。
5.
程紹同(19991000)。從五促銷元素--跨世紀百億美元的贊助理念解析。廣告雜誌,101,82-88。
延伸查詢
6.
程紹同(20021200)。運動產業中的全球贊助活動。國民體育季刊,31(4)=135,23-32。
延伸查詢
7.
McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research,16(3),310-321。
8.
Madrigal, Robert(2000)。The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products。Journal of Advertising,29(4),13-24。
9.
Kasimati, E.(2003)。Economic aspects and the Summer Olympics: A review of related research。International Journal of Tourism Research,5(6),433-444。
10.
Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。
11.
Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research,10(2),135-146。
12.
Krueger, I. and W. Kennedy(1990)。“An Examination of the Super Bowl Stock Market predictor.”。The Journal of Finance,44,no.2,691-97。
13.
Miyazaki, A. D. and A. G.Morgan(2001)。“Assessing Market Value of Event Sponsoring: Corporate Olympic Sponsorships.”。Journal of Advertising Research,41,no.4,pp.9-15。
14.
Nayak S. and N. R. Prabhala(2001)。“Disentangling the Dividend Information in Splits: A Decomposition Using Conditional Event-Study Methods.”。The Review of Financia Studies,14,1083-113。
15.
Nicholls, J. A. F., S. Roslow, and H. A. Laskey(1994)。“Sports Event Sponsorship for Brand Promotion.”。Journal of Applied Business Research,10,no.4,35-40。
16.
Norris, F.(1997)。“The Super Bowl Predicts the Market, and Vice Versa.”。The New York Times,1124,6-7。
17.
Otker, T. and P. Hayes(1987)。“Judging the Efficiency of Sponsorship: Experience from the 1986 Soccer World Cup.”。In Esomar Congress,15,no.4,3-8。
18.
Ryssel, C. and E. Stamminger(1988)。“SponsoringWorld-Class Tennis Players.”。European Research,5,110-16。
19.
Balfousia, S., L. Athanassiou, L. Zaragas, and A. Milonas(2001)。“The Economic Effects of the Athens Olympic Games.”。Applied Economics Letters,12,782-96。
20.
Bartholody, J., D. Olson, and P. Peare(2007)。“Conducting Event Studies on a Small Stock Exchange.”。European Journal of Finance,13,no.3,227-52。
21.
Berman, G., R. Brooks, and S. Davidson(2000)。“The Sydney Olympic Games Announcement and Australia Stock Market Reaction.”。Applied Economic Letters,7,781-84。
22.
Cornwell, T. B., S. W. Pruitt, and R. V. Ness(2001)。“The value of Winning in Motorsports: Sponsorship- linked Marketing.”。Journal of Advertising Research,41,no.1,17-31。
23.
Cowan, A. R.(1992)。“Nonparametric Event Study Tests.”。Review of Quantitative Finance and Accounting,no.4,343-58。
24.
Crawford, A. J. and N. Bruce(1999)。“The Michael Jordan Effect.”。American Business Review,17,no.2,5-10。
25.
Elayan, F. A., W. H. Hsu, and T. O. Meyer(2003)。“The Informational Content of Credit Rating Announcements for Share Prices in a Small Market.”。Journal of Economics and Finance,27,337-63。
26.
Fama, E. F.(1976)。“Inflation Uncertainty and Expected Returns on Treasury Bills.”。The Journal of Political Economy,84,427-53。
27.
Farrell, K. A. and W. S. Frame(1997)。The Value of Olympic Sponsorships: Who is Capturing the Gold? “。Journal of Market Focused Management,2, No.2,171-82。
28.
Giardina, M. G.(2003)。'Bending it like Beckham' in the Global Popular: Stylish Hybridity, Performativity, and thePolitics of Representation.”。Journal of Sport and Social Issues,27,pp.65-82。
29.
Hill, S., N. Moore, and S. Pruitt(1991)。“Cold Fusion-Hot Metal: an Analysis of the Metals Futures Market Reactions to the Cold Fusion Announcement.”。Journal of Futures Markets,11,no.3,385-97。
30.
Iqbal Z. ,S. Shetty, J. Haley, andM. Jayakumar(1999)。“Takeovers, managerial ownership, and pension plan terminations.”。American Business Review,17,1-6。
31.
Josev, T., H. Chan, and R. Faff(2004)。“What's in a Name? Evidence on Corporate Name Changes from the Australian Capital Market.”。Pacific Accounting Review,16,57-76。
32.
Kamins, B., M. Brand, S. Hoeke, and C. Moe,(1989)。“Two-Sided Versus One-Sided Celebrity Endorsements: The impact of Advertising Effectiveness and Credibility.”。Journal of Advertising,18,no.2,p4-10。
33.
Kesler, L.(1979)。“Man created ads in sport’s own image.”。Advertising Age,8,pp.5-8。
34.
Sundaram A. K. and D. E. Logue(1996)。“Valuation effects of foreign company listings on U.S. exchanges.”。Journal of International Business Studies,27,67-89。
35.
Veraros, N., E. Kasimati, and P. Dawson(2004)。“The 2004 Olympic Games Announcement and Its Effect on the Athens and Milan Stock Exchanges.”。Applied Economics Letters,11,749-62。
36.
Weiss, I. S.(2003)。“Discussion of Firm Valuation Effects of the Expatriation of U.S. Corporations to Tax-Haven Countries.”。The Journal of the American Taxation Association,25,111-15。
研究報告
1.
Andersen, A.(1999)。“Economic Impact Study of the Sydney 2000 Olympic Games, Centre for Regional Economic Analysis.”。Australia。
圖書
1.
Harris, T. L.(1993)。The Marketer’s Guide to Public Relations。New York:John Wiley and Sons, Inc。
2.
Kotler, Pilip(1986)。Principles of Marketing。Englewood Cliffs, N. J.:Prentice Hall。
3.
McCarthy, E. J.(1960)。Basic Marketing: A Managerial Approach。Homewood, Illinois:Richard D. Irwin, Inc.。
4.
Papanikos, G.(1999)。“Tourism Impact of the 2004 Olympics Games.”。Athens。
5.
Pitts, B. G. and D. K. Stotlar(1996)。“Fundamentals of sport marleting.”。
6.
Sprent, P.(1989)。Applied Nonparametric Statistical Methods。London:Chapman and Hall。
推文
當script無法執行時可按︰
推文
推薦
當script無法執行時可按︰
推薦
引用網址
當script無法執行時可按︰
引用網址
引用嵌入語法
當script無法執行時可按︰
引用嵌入語法
轉寄
當script無法執行時可按︰
轉寄
top
:::
相關期刊
相關論文
相關專書
相關著作
熱門點閱
1.
大專籃球隊之行銷模式個案研究--以國立臺灣師範大學公開男一級籃球隊為例
2.
職業球賽促銷活動與觀看意願研究
3.
運動品牌贊助臺灣職棒球員之研究--以ZETT為例
4.
世界大學運動會申辦成功之宣告效果
5.
中華職棒冠軍賽事對母企業市場價值之影響
6.
運動網站品牌與贊助品牌一致性研究
7.
觀眾個人態度與對球隊、贊助關係之認知因素對運動贊助效益之影響:運動涉入之干擾效果
8.
新莊棒球場與體育館命名權出售之探討與分析
9.
運動行銷與銷售概念解析
10.
運動行銷之探討--以企業贊助奧運為例
無相關博士論文
無相關書籍
無相關著作
1.
運動勞動生產過程之探討--從馬克思《資本論》二重觀點審視
2.
臺灣銀行業外人直接投資之技術外溢效果
3.
內部控制缺失與應計品質--獨立董監之調節效果
4.
銀行業員工滿意度、服務導向組織公民行為與顧客忠誠度之關係--以財富管理部門為例
5.
重新確認臺灣1950年代消費財產業的進口替代及其對產業成長的貢獻
6.
個人銷售行為之知識圖譜:回顧與前瞻
7.
策略故事概念之初探
8.
盈餘管理與市場競爭對合作銀行風險承擔之關聯性研究
9.
資產替代性、總體經濟政策宣告與股價的動態調整
10.
地理區特性與關係行銷結合方式:都會型與鄉村型信用合作社之消費者關係行銷差異研究
11.
企業信用風險指標對智慧資本影響企業價值之干擾效果
12.
使用者人格特質與網路書店類型偏好關聯之探索:使用動機的干擾效果
13.
各國政府健康支出與經濟成長關係之驗證
14.
中華職棒賽會現場觀賞之阻礙因素
15.
量販店企業形象組成因素、顧客滿意和顧客忠誠之探討
QR Code