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題名：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
書刊名：戶外遊憩研究
作者：巫喜瑞 引用關係／梁榮達 引用關係／謝學儀
作者(外文)：Wu, Cedric Hsi-jui／Liang, Rong-da／Hsieh, Shiue-yi
出版日期：2008
卷期：21:4
頁次：頁1-26
主題關鍵詞：運動贊助；觀眾態度；贊助效益；Sport sponsorship；Attitude of spectators；Sponsorship effects
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(6) 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:6
  • 共同引用共同引用:25
  • 點閱點閱:116
期刊論文
1.MacInnis, Deborah J.、Rao, Ambar G.、Weiss, Allen M.(2002)。Assessing When Increased Media Weight of Real-world Advertisements Helps Sales。Journal of Marketing Research，39(4)，391-407。  new window
2.Miloch, Kimberly S.、Lambrecht, Keith W.(2006)。Consumer Awareness of Sponsorship at Grassroots Sport Events。Sport Marketing Quarterly，15(3)，147-154。  new window
3.Meenaghan, Tony(1998)。Ambush Marketing: Corporate Strategy and Consumer Reaction。Psychology & Marketing，15(4)，305-322。  new window
4.吳彥磊、楊忠和(20050600)。企業贊助國內高爾夫賽會之概況剖析。大專體育，78，136-141。new window  延伸查詢new window
5.黃文星(20070500)。企業贊助活動對企業品牌權益影響之研究--以兄弟象棒球隊為例。朝陽商管評論，6(特刊)，25-46。new window  延伸查詢new window
6.Turco, D. M.(1996)。The Effects of Courtside Advertising on Product Recognition and Attitude Change。Sport Marketing Quarterly，4(4)，11-15。  new window
7.Antil, J. H.(1984)。Conceptualizing and operationalization of involvement。Advances in Consumer Research，11(1)，203-209。  new window
8.Slattery, J.、Pitts, B. G.(2002)。Corporate sponsorship and season ticket holder attendees: An evaluation of changes in recall over the course of one American collegiate football season。International Journal of Sports Marketing and Sponsorship，4(2)，151-174。  new window
9.Cornwell, T. B.、Pruitt, S. W.、Van Ness, R.(2001)。The Value of Winning in Motorsports: Sponsorship-linked Marketing。Journal of Advertising Research，41(1)，17-33。  new window
10.Rifon, N. J.、Choi, S. M.、Trimble, C. S.、Li, H.(2004)。Congruence effects in sponsorship: The medicating role of sponsor credibility and consumer attributions of Sponsor Motive。Journal Advert，33(1)，29-43。  new window
11.陳永宜(20051200)。運動贊助對品牌權益影響之探討。大專體育，81，121-127。new window  延伸查詢new window
12.呂勝瑛、李淑芳、蔡源成(20041200)。企業運動贊助之實證性研究--以臺灣職棒為例。運動休閒管理學報，1(2)，1-17。new window  延伸查詢new window
13.Stipp, H.、Shiavone, N. P.(1996)。Modeling the impact of Olympic sponsorship on corporate image。Journal of Advertising Research，36(4)，22-28。  new window
14.Grohs, Reinhard、Wagner, Udo、Vsetecka, Sabine(2004)。Assessing the effectiveness of sport sponsorships: An empirical examination。Scmalenbach Business Review，56(2)，119-138。  new window
15.McDonald, C.(1991)。Sponsorship and the Image of the Sponsor。European Journal of Marketing，25(11)，31-38。  new window
16.Zajonc, R. B.、Markus, H.(1982)。Affective and cognitive factors in preferences。Journal of Consumer Research，9(2)，123-131。  new window
17.張家銘(20050600)。2004年中華職棒兄弟象隊贊助商之促銷方式初探。大專體育，78，50-57。new window  延伸查詢new window
18.Alwitt, L. F.、Prabhaker, P. R.(1994)。Identifying Who Dislikes Television: Not By Demographics Alone。Journal of Advertising Research，34(6)，17-29。  new window
19.Krugman, Herbert E.(1965)。The impact of television advertising:Learning without involvement。Public Opinion Quarterly，29(3)，349-356。  new window
20.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。new window  延伸查詢new window
21.Cornwell, T. B.(1995)。Sponsorship-linked marketing development。Sport Marketing Quarterly，4(4)，13-24。  new window
22.Baron, R. M.、Kenny, D. A.(198612)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology，51(6)，1173-1182。  new window
23.Crimmins, J.、Horn, M.(1996)。Sponsorship: From Management Ego Trip to Marketing Success。Journal of Advertising Research，36(4)，11-21。  new window
24.Gray, Dianna P.(1996)。Sponsor Accountability: Designing and Utilizing an Evaluation System。Sport Marketing Quarterly，5(2)，35-39。  new window
25.McCarville, Ronald E.、Copeland, Robert P.(1994)。Understanding sport sponsorship through exchange theory。Journal of Sport Management，8(2)，102-114。  new window
26.Sandler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Games: The Consumer Perspective。Sport Marketing Quarterly，2(3)，38-45。  new window
27.黃煜、魏文聰(20040200)。職業棒球球團管理贊助活動之研究：以兄弟職業棒球隊為例。大專體育學刊，6(1)，45-55。new window  延伸查詢new window
28.Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research，22(1)，41-53。  new window
29.陳正男、曾倫崇、洪文宏(20030300)。消費者態度對企業贊助效益影響之研究--以亞洲盃棒球賽為例。輔仁管理評論，10(1)，23-49。new window  延伸查詢new window
30.Javalgi, Rajshekhar G.、Traylor, Mark B.、Gross, Andrew C.、Lampman, Edward(1994)。Awareness of sponsorship and corporate Image: An empirical investigation。Journal of Advertising，23(4)，47-58。  new window
31.Koo, G. Y.、Quarterman, J.、Flynn, L.(2006)。Effect of Perceived Sport Event and Sponsor Image Fit on Consumers' Cognition, Affect, and Behavioral Intentions。Sport Marketing Quarterly，15(2)，80-90。  new window
32.Mason, K.(2005)。How Corporate Sport Sponsorship Impacts Consumer Behavior。The Journal of American Academy of Business Cambridge，7(1)，32-35。  new window
33.Meenaghan, Tony(2001)。Understanding Sponsorship Effects。Psychology and Marketing，18(2)，95-122。  new window
34.Speed, Richard、Thompson, Peter(2000)。Determinants of Sports Sponsorship Response。Journal of the Academy of Marketing Science，28(2)，226-238。  new window
35.Cornewll, T. B.、Weeks, C. S.、Roy, D. P.(2005)。Sponsorship-linked Marketing: Opening the Black Box。Journal of Advertising，34(2)，21-42。  new window
36.Dalakas, V.、Kropp, F.(2002)。Attitude of Youth Toward Purchasing from Sponsors: A Cross-cultural Perspective。Journal of Euromarketing，12(1)，19-40。  new window
37.Lockshin, L. S.、Spawton, A. L.、Macintosh, G.(1997)。Using Product, Brand and Purchasing Involvement for Retail Segmentation。Journal of Retailing and Consumer Services，4(3)，171-183。  new window
38.Heisselberg, L. P.(2006)。Good Sports, Great Audience。GACworld，3，1-20。  new window
39.Heath, T. B.(1990)。The Logic of Mere Exposure: A Reinterpretation of Anand, Holbrook, and Stephens (1988)。Journal of Consumer Research，17，237-241。  new window
40.Nicholls, J. A. F.、Roslow, S.、Laskey, H. A.(1994)。Sports Events Sponsorship for Brand Promotion。Journal of Applied Business Research，10(4)，35-40。  new window
41.Irwin, R.、Lachowetz, T.、Cornwell, T. B.、Clark, J.(2003)。Cause-related Sport Sponsorship: An Assessment of Spectator Beliefs, Attitudes, and Behavioral Intentions。Sport Marketing Quarterly，12(3)，131-139。  new window
42.Otker, T.、Hayes, P.(1987)。Judging the Efficiency of Sponsorship。European Research，15(4)，53-58。  new window
43.Hansen, F.、Scotwin, L.(1995)。An Experimental Enquiry into Sponsoring: What Effects Can be Measured。Marketing and Research Today，23(3)，173-181。  new window
44.Zanot, E. J.(1984)。Public Attitudes towards Advertising: The American Experience。International Journal of Advertising，3(1)，3-15。  new window
45.Hastings, G.(1984)。Sponsorship Works Differently from Advertising。International Journal of Advertising，3(2)，171-176。  new window
46.Farrelly, F.、Quester, P.、Burton, R.(2006)。Changes in Sponsorship Value: Competencies and Capabilities of Successful Sponsorship Relationships。Industrial Marketing Management，35(8)，1016-1026。  new window
會議論文
1.Turco, D. M.(1995)。The Influence of Sponsorship on Product Recall and Image among Sport Spectators。World Marketing Congress。Melbourne, Australia：Academy of Marketing Science。11.6-11.10。  new window
學位論文
1.馮義方(1999)。企業對運動贊助行為之研究(碩士論文)。國立政治大學，臺北市。  延伸查詢new window
2.吳曉雯(2002)。影響職棒球迷選擇支持球隊的因素及其與忠誠度、滿意度的關係(碩士論文)。國立體育學院。  延伸查詢new window
3.洪文宏(2001)。消費者態度對企業贊助效益影響之研究-以亞洲盃棒球賽為例(碩士論文)。國立成功大學。  延伸查詢new window
圖書
1.Solomon, Michael R.(2002)。Consumer Behavior: Buying, Having, and Being。Upper Saddle River, New Jersey：Prentice Hall International。  new window
2.Laaksonen, Pirjo(1994)。Consumer Involvement: Concepts and Research。Routledge。  new window
3.程紹同(2003)。運動行銷與贊助研究。台北：師大書苑。  延伸查詢new window
4.Hoyer, W. D.、Macinnis, D. J.(2001)。Consumer Behavior。Boston：Houghton Mifflin Company。  new window
5.周文賢(2002)。多變量統計分析：SAS/STAT使用方法。智勝文化事業有限公司。  延伸查詢new window
6.Schiffman, Leon G.、Kanuk, Leslie Lazar、Wisenblit, J.(2000)。Consumer Behavior。Prentice-Hall。  new window
7.Jöreskog, K. G.、Sörbom, D.(1989)。LISREL 7: A Guide to the Program and Application。Chicago, IL：Scientific Software International, Inc.：SPSS Inc。  new window
8.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
9.Zillman, D.、Paulus, P. R.(1993)。Spectators: Reactions to Sports Events and Effects on Athletic Performance。Handbook of Research on Sport Psychology。New York, NY。  new window
10.Saget, A.(2006)。The Event Marketing Handbook: Beyond Logistics and Planning。The Event Marketing Handbook: Beyond Logistics and Planning。San Francisco, CA。  new window
 
 
 
 
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