品牌知名度可創造品牌擁有者的利益。Keller（1993）指出消費者執行購買決策時，品牌知名度能幫助且影響消費者的決策。本研究的主要目的係在探討運動用品品牌知名度與大專院校生購買意願之間的相互關係。資料收集方法是直接分發問卷於台灣南部一所大學。Likert五點次序測量尺度適用於測量受試者以個人觀點在品牌知名度與購買意願之間的相互關係。發放出500多份問卷，共408份問卷為合格分析問卷。統計分析以成對樣本T檢定及單因子變異數分析。研究結果顯示受測者對於高知名度運動用品品牌較低知名度運動用品品牌有顯著差異的購買意願。高知名度運動用品品牌之購買意願對性別、就讀學院、及月所得有顯著差異。低知名度運動用品品牌之購買意願對性別、就讀學院、及居住地有顯著差異。

Brand awareness creates many benefits for the brand owner. Keller (1993) pointed out that high brand awareness helps consumers to evaluate the products and influence them when they are making decisions. The purpose of the study was to examine the relationship between brand awareness and college students' consumer decision making process. The data collection method was a direct handout questionnaire at a university in southern Taiwan. Five-point Likert scales were used to measure respondents' personal views on the brand awareness and consumer decision making process. Overall, more than 500 questionnaires were collected and 408 of the questionnaires were eligible for analysis in this study. Data from the questionnaire were analyzed using a paired-sample analysis r-test and ANOVA. The results revealed that there were significant differences between high and low brand awareness for respondents when they were making purchase decision. The findings also showed that there were significant differences on gender, major, and monthly income for respondents when they purchased high brand awareness of sport goods as well as on gender, major and living place when they purchased low brand awareness of sport goods.