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題名：職業運動品牌權益量表之發展：以顧客基礎觀點
書刊名：運動休閒管理學報
作者：林雲燦 引用關係／張良漢 引用關係
作者(外文)：Lin, Yun-tsan／Chang, Liang-han
出版日期：2009
卷期：6:1
頁次：頁15-25
主題關鍵詞：職業運動；品牌權益；量表發展；驗證性因素分析；Professional sports；Brand equity；Scale development；Confirmatory factor analysis
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(1) 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:1
  • 共同引用共同引用:7
  • 點閱點閱:39
本研究之職業運動品牌權益量表，係依據Keller(1993)的顧客基礎品牌權益理論，並改編Gladden and Funk(2002)品牌聯結量表及Bauer and Sauer (2005)所發展的球隊顧客基礎品質權益等量表加以修編而成。研究對象係以台灣職業棒球隊球迷進行量表的各項考驗，以項目分析及探索性因素分析進行量表的鑑別力及因素結構考驗，再透過驗證性因素分析考驗量表假設性測量模式之整體適配度及內在結構考驗。本研究之職業運動品牌權益量表共計15題，四個構念，累積解釋變異量為65.77%。經驗證性因素分析結果後發現，量表模式整體適配度良好(χ^2/df=2.76, GFI=0.92, SRMR=0.057, RMSEA=0.068, AGFI=0.89, NNFI=0.93, CFI=0.95, PNFI=0.74, PGFI=0.65)，且具有良好的組合信度與聚合效度。研究結果顯示：本研究之職業運動品牌權益量表，是一個相當符合實證研究的測量模式，後續研究者可參酌本量表進行相關的實證性研究。
The brand equity scale (BES) for professional sports is modified from the team association model developed by Gladden and Funk (2002) and BETs (brand equity model in team sport model) developed by Bauer and Sauer (2005). The respondents were the CPBL fans in Taichung stadium during September 1st to September 29th and the data surveyed was employed to test the validity and reliability of the BES by item analysis and exploratory factor analysis. In addition, confirmatory factor analysis was used to test the hypothesized model for its overall model fit, construct reliability, and convergent validity. Four dimensions with total 15 items are included in the BES and the accumulated variation explained is 65.77%. The results of the confirmatory factor analysis indicate that all indicators of the BES are well fit (χ^2/df=2.76, GFI=0.92, SRMR=0.057, RMSEA=0.068, AGFI=0.89, NNFI=0.93, CFI=0.95, PNFI=0.74, good and practical. It is needed to be generated in other fields by the researchers in the future. PGFI=0.65). In addition, the result of high construct reliability and convergent validity are also illustrated in the measurement model. The BES in this study is confirmed to be.
期刊論文
1.Ferrand, A.、Pages, M.(1999)。Image management in sport organizations: The creation of value。European journal of marketing，33(3/4)，387-401。  new window
2.黃中皓、呂佳龔(2005)。職業運動球對建立品牌權益的先決條件與利益。中華體育季刊，19 (4)，157-171。new window  延伸查詢new window
3.Katherine, N.(2001)。What drives customer equity。Marketing Management，70(1)，20-25。  new window
4.林心慧、盧希鵬(20040600)。網路經濟環境之網站品牌權益衡量模式--顧客基礎觀點。電子商務研究，2(2)，161-180。new window  延伸查詢new window
5.Dorsch, M. J.、Carlson, L.(1996)。A transaction approach to understanding and managing customer equity。Journal of Business Research，35(3)，253-264。  new window
6.Doyle, Peter(1990)。Building Successful Brands: The Strategic Options。Journal of Consumer Marketing，7(2)，5-20。  new window
7.Tauber, Edward M.(1988)。Brand leverage: strategy for growth in a cost-controlled world。Journal of Advertising Research，28(4)，26-30。  new window
8.Gladden, J. M.、Funk, D. C.(2002)。Developing an understanding of brand associations in team sport: empirical evidence from consumers of professional sport。Journal of Sport Management，16(1)，54-81。  new window
9.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
10.Chematony, L.、de McWilliam, G.(1989)。The Strategic Implications of Clarifying How Marketers Interpret "Brands"。Journal of Marketing Management，5(2)，153-171。  new window
11.Bauer, H. H.、Sauer, N. E.、Schmitt, P.(2005)。Customer-based brand equity in the team sport industry: Operationalization and impact on economic success of sport teams。European Journal of Marketing，39(5)，496-516。  new window
學位論文
1.Simon, C. J.(1990)。The measurement and determinants of brand equity: A financial approach(碩士論文)。University of Chicago。  new window
圖書
1.邱皓政(2002)。量化研究舆統計分析。臺北市：五南圖書公司。  延伸查詢new window
2.黃俊英(2003)。行销學的世界。臺北市：天下遠見。  延伸查詢new window
3.Leuthesser, L.(1995)。Defining, measuring and managing brand equity: A conference summar。Cambridge, MA：Marketing Science Institute。  new window
4.McDonald, M. A.(1999)。Sport marketing: Managing the exchange process。Sudbury：Jones and Bartlett Publishers。  new window
5.魏文欽(2007)。資料分析技巧：結構方程模式--AMOS LISREL SAS之應用。台北：雙葉書廊。  延伸查詢new window
6.Jöreskog, K. G.、Sörbom, D.(1993)。LISREL 8: A Guide to the Program and Applications。Chicago：SPSS：Scientific Software International。  new window
7.黃芳銘(2002)。結構方程式理論舆運用。臺北市：五南圖書出版公司。  延伸查詢new window
8.吳明隆(2000)。SPSS統計應用實務。臺北：松崗電腦圖書資料股份有限公司。  延伸查詢new window
9.Kotler, P.、Armstrong, G.、Saunders, J.、Wong, V.(1999)。Principles of marketing。New Jersey：Prentice Hall。  new window
10.黃芳銘(2004)。社會科學統計方法學：結構方程模式。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
11.邱皓政(2003)。結構方程模式--LISREL的理論、技術與應用。雙葉書廊。  延伸查詢new window
12.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
 
 
 
 
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