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題名：名人代言、公益行銷與品牌權益關係之研究--以玉山銀行與王建民為例
書刊名：運動休閒管理學報
作者：何漢斌／李城忠
作者(外文)：Ho, Han-pin／Lee, Cheng-jong
出版日期：2010
卷期：7:1
頁次：頁38-54
主題關鍵詞：名人代言；公益行銷；品牌權益；Celebrity endorsements；Cause-related marketing；Brand equity
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(4) 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:4
  • 共同引用共同引用:4
  • 點閱點閱:41
本研究旨在探討名人代言、公益行銷與品牌權益之關係，並以玉山銀行所發行的王建民認同卡與金融卡之公益行銷作為研究主題。此公益活動是與知名的職棒明星王建民合作，一般民眾對王建民個人及玉山銀行，均有正面的評價。為進一步了解此公益行銷與品牌權益之關係，本研究除了探討公益行銷議題與品牌權益之關係外，進一步的探討名人代言與公益行銷議題和品牌權益之影響。本研究以20歲以上，有辦玉山銀行信用卡的消費者為研究對象，以便利取樣的方式收集樣本，共取得有效問卷212份。透過問卷調查及結構方程(SEM)檢測本研究之模式，分析結果顯示此模型之配適度良好。本研究有以下結果：1.公益行銷伴隨著名人代言，對品牌權益達到顯著的影響。2.此公益行銷議題與王建民所擔任之代言人有顯著相關。本研究並以模式推估結論，提出公益行銷之策略。
The purpose of this research was to discuss the relationship between cause-related marketing and brand equity, focusing on the cause-related marketing of the Wang Chien-ming Affinity Card and Cash Card Wang Chien-ming dispensed by E. Sun Bank. This public welfare activity has invited the well-known professional baseball player, Wang Chien-ming. In general, the public has a fairly positive opinion towards Wang and E. Sun Bank. To further understand the relationship between cause-related marketing and brand equity, this research discussed the influence of celebrity endorsements, the issue of cause-related marketing and brand equity in addition to the relationship between cause-related marketing and brand equity. This research focused on consumers over 20 years old because they meet the age limitation of applying for the cards. A total of 212 valid questionnaires were obtained through convenience sampling. Questionnaires and SEM were used to exam the model of this research and the result showed that the fitness of this pattern is high. The results of this research are as follows: 1. With celebrity endorsements, cause-related marketing could have an outstanding influence on brand equity; 2. This cause-related marketing project has a significant relationship with the role of Wang Chien-ming as an endorser. Based on the results of the present study, effective strategies for cause-related marketing were provided. It is suggested that key factors for promoting the brand equity of a corporation should include selection of cause-related marketing issues, developing of marketing techniques, and enhancing consistency among endorsers' image, marketing issues and enterprise's image.
期刊論文
1.Keller, Kevin Lane(199301)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
2.蔡芬宜、李城忠(20080600)。公益行銷與品牌權益關係之研究--以福特汽車與王建民為例。運動休閒管理學報，5(1)，18-34。new window  延伸查詢new window
3.Davidson, J.(1997)。Cancer sells。Working Women，22，36-39。  new window
4.Kamins, M. A.、Brand, M. J.、Hoeke, S. A.、Moe, J. C.(1989)。Two-sided versus ne-sided celebrity endorsements-the impact on advertising effectiveness and credibility。Journal of Advertising，18，4-10。  new window
5.Kelly, Bill(1991)。Cause-related marketing: Doing well while doing good。Sales and Marketing Management，143(3)，60-65。  new window
6.Miciak, A. R.、Shanklin, W. L.(1994)。Choosing celebrity endorsers, Marketing。Management，3(3)，50-59。  new window
7.Mullen, J.(1997)。Performance-based corporate philanthropy: How giving smart can further corporate goals。Public Relations Quarterly，42(2)，42-48。  new window
8.Ohanian, R.(1990)。Constmction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness。Journal of Advertising，19(3)，39-52。  new window
9.Lafferty, B. A.、Goldsmith, R. E.(1999)。Corporate credibility's role in consumers' attitude and purchase intentions when a high versus a low credibility endorser is used in the AD-recipient's access to attitude-relevant information in memory。Journal of Business Research，44(2)，109-116。  new window
10.Andreasen, Alan R.(1996)。Profits for nonprofits: Find a Corporate Partner。Harvard Business Review，74(6)，47-50+55-59。  new window
11.Punj, G. N.、Hillyer, C. L.(2004)。A cognitive model of customer-based brand equity for frequently purchased products: Conceptual framework and empirical results。Journal of Consumer Psychology，14(1/2)，124-131。  new window
12.Smith, N. Craig(1994)。The New Corporate Philanthropy。Harvard Business Review，72(3)，105-116。  new window
13.Varadarajan, P. R.(1986)。Horizontal Cooperative Sales Promotion: a Framework for Classification and Additional Perspectives。Journal of Marketing，50(2)，61-73。  new window
14.Bower, A. B.、Landreth, S.(2001)。Is Beauty Best? Highly versus Normally Attractive Models in Advertising。Journal of Advertising，30(1)，1-12。  new window
15.Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research，24(5)，33-41。  new window
16.McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research，16(3)，310-321。  new window
17.Varadarajan, P. R.、Menon, A.(1988)。Cause-related marketing: A co-alignment of marketing strategy and corporate philanthropy。Journal of Marketing，52(3)，38-74。  new window
18.Polonsky, M. J.、Speed, R.(2001)。Linking sponsorship and cause related marketing: Complementary and conflicts。European Journal of Marketing，35(11/12)，1361-1389。  new window
19.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
20.Berglind, Matthew、Nakata, Cheryl(2005)。Cause-related marketing: More buck than bang?。Business Horizons，48(5)，443-453。  new window
21.Kelman, Herbert C.(1961)。Processes of Opinion Change。Public Opinion Quarterly，25(1)，57-78。  new window
22.Caesar, P.(1986)。Cause-related Marketing: The New Face of Corporate Philanthropy。Business & Society Review，59，15-19。  new window
學位論文
1.Carr, P. J.(2005)。Cause related marketing: A study of consumer nonprofit brand identification(碩士論文)。University of Oregon，Oregon。  new window
2.王中喬(2004)。議題相關行銷的社會顯著性對品牌權益影響之研究(碩士論文)。真理大學。  延伸查詢new window
圖書
1.DeVellis, R. F.(1991)。Scale development theory and applications。Thousand Oaks, CA：Sage Publications。  new window
2.Kotler, P.(1998)。Strategic marketing fo r nonprofit organization. Englewood Cliffs。NJ：Prentice-Hall。  new window
3.Pringle, H.、Thompson, H.(1999)。Brand spirit: How cause-related marketing builds brands。John Wiley and Sons。  new window
4.Aaker, David A.、沈雲驄、湯宗勳(1998)。品牌行銷法則--如何打造強勢品牌。臺北：商業週刊。  延伸查詢new window
5.Aaker, David A.(1996)。Building Strong Brand。Free Press。  new window
6.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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