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題名：運動贊助的正當性來源與社會資本的補償作用
書刊名：體育學報
作者：連玉輝 引用關係／鍾瓊瑤／林姿葶 引用關係／Huang, Jimmy
作者(外文)：Lien, Yu-hui／Chung, Chiung-yao／Lin, Tzu-ting
出版日期：2014
卷期：47:1
頁次：頁115-127
主題關鍵詞：運動贊助；正當性；社會資本；Sport sponsorship；Legitimacy；Social capital
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:12
  • 點閱點閱:45
目的：本研究檢視運動贊助情境中之規劃與提供贊助行為所涉及的可能機制與利害關係人，並探討正當性來源類型（法規、道德以及認知正當性）在運動贊助情境中所扮演的角色與其影響效果。方法：透過質性的個案研究方法，本研究共收集了二十位重要利害關係人的半結構性訪談，研究對象包括運動員、贊助者、潛在贊助者及贊助媒合者，接著，研究者針對所得資料進行內容耙梳分析。結果：三種正當性類型不僅會個別影響運動贊助行為，亦會彼此影響產生效果。此外，本研究也發現社會資本往往可提供補償作用，來促進贊助行為的產生，或甚至可加速提供贊助行為的過程，而扮演促進的催化角色。結論：理論貢獻方面，本研究在運動贊助情境中，理論化正當性與社會資本的構念與效用；而實務意涵方面，本研究也進一步指出過去未受重視的各種利害關係人（諸如政策制訂者、大專院校、潛在贊助者以及運動員等），所可能提供的協助與貢獻。
Purpose: This study examines the impacts of legitimacy on the planning and providing in the context of sport sponsorship. Three types of legitimacy, including regulatory, moral and cognitive, are used as a lens to form the basis of our theoretical foundation. Methods: Based on this lens, a qualitative case study has been conducted to collect and analyze empirical insights from existing sponsors, potential sponsors, event organizers, sports men and women and other relevant stakeholders. Results: Our findings suggest that each type of legitimacy can often influence sponsorship behaviors in isolation or in conjunction. However, what seems to be particularly crucial from our findings is that social capital can often compensate the lack of legitimacy to reach sponsorship deals. Conclusions: Our contributions are crucial not just for theorizing the notion of legitimacy in conjunction with social capital in the context of sport sponsorship, but also the practical implications proposed for various stakeholders, including policy makers, universities, potential sponsors and sports men and women.
期刊論文
1.曹健仲、黃志成、陳嘉康、吳喜松(20101200)。運動組織與贊助商對運動贊助目標重要性認同之評估：以超級籃球聯賽為例。臺大體育學報，19，17-36。new window  延伸查詢new window
2.陳鴻雁、羅旭壯(20010900)。非營利組織對於運動贊助行為認知量表之編制研究。體育學報，31，249-258。new window  延伸查詢new window
3.Alexander, N.(2009)。Defining brand values through sponsorship。International Journal of Retail & Distribution Management，37(4)，346-357。  new window
4.Bitektine, A.(2011)。Toward a theory of social judgments of organizations: The case of legitimacy, reputation, and status。Academy of Management Review，36(1)，151-179。  new window
5.Dahlstrom, R.、Data-on, M.(2004)。Business-to-Business Antecedents to Retail Co-Branding。Journal of Business-to- Business Marketing，11(3)，1-22。  new window
6.Foreman, P.、Whetten, D. A.(2002)。Member's identification with multiple-identity organizations。Organization Science，13(6)，618-635。  new window
7.Hansen, F.、Halling, J.、Christensen, L. B.(2006)。Choosing among alternative parties to be sponsored for supporting brand strategies, based upon emotional responses。Journal of Consumer Behaviour，5(6)，504-517。  new window
8.Langley, A.(1989)。In search of rationality: The purposes behind the use of formal analysis in organizations。Administrative Science Quarterly，34，598-631。  new window
9.Montaner, T.、Pina, J. M.(2009)。Extending the brand: Controllable drivers of feedback effects。Journal of Product & Brand Management，18(6)，394-403。  new window
10.Offstein, E. H.、Shah, A. J.、Gnyawali, D. R.(2011-2012)。Effects of CEO-BOD mentoring on firm competitive behavior。Review of Business，32(1)，75-88。  new window
11.Ojala, J.、Luoma-aho, V.(2008)。Stakeholder relations as social capital in early modern international trade。Business History，50(6)，749-764。  new window
12.Pan, S. L.、Tan, C. C.(2011)。Demystifying case research: A structured pragmatic situational (SPS) approach to conducting case studies。Information and Organization，21，161-176。  new window
13.Rindova, V. P.、Pollock, T. G.、Hayward, M. L.(2006)。Celebrity firms: The social construction of market popularity。Academy of Management Review，31(1)，50-71。  new window
14.Smith, Gareth(2004)。Brand image transfer through sponsorship: A consumer learning perspective。Journal of Marketing Management，20(3/4)，457-474。  new window
15.Smith, H. J.、Cronin, T.、Kessler, T.(2008)。Anger, fear, or sadness: Faculty members' emotional reactions to collective pay disadvantage。Political Psychology，29(2)，221-246。  new window
16.Woods, L.(2002)。Tax treatment of corporate sponsorship payments to exempt organizations: final regulations。Journal of Taxation，97(3)，174-182。  new window
17.連玉輝(20090300)。全方位強勢網球(Complete Power Tennis)模式之補強。運動教練科學，13，1-31。new window  延伸查詢new window
18.黃煜(20100300)。金融服務業贊助棒球運動之研究--以玉山金控為例。體育學報，43(1)，37-51。new window  延伸查詢new window
19.Farrelly, F.、Quester, P.、Greyser, S. A.(2005)。Defending the co-branding benefits of sponsorship B2B partnerships: the case of ambush marketing。Journal of Advertising Research，45(3)，339-348。  new window
20.Suchman, Mark C.(1995)。Managing Legitimacy: Strategy and Institutional Approaches。Academy of Management Review，20(3)，571-585。  new window
21.Klein, H. K.、Myers, M. D.(1999)。A Set of Principles for Conducting and Evaluating Interpretive Field Studies in Information Systems。Management Information Systems Quarterly，23(1)，67-94。  new window
22.Suddaby, Roy、Greenwood, Royston(2005)。Rhetorical Strategies of Legitimacy。Administrative Science Quarterly，50(1)，35-67。  new window
23.Zimmerman, Monica A.、Zeitz, Gerald J.(2002)。Beyond survival: Achieving new venture growth by building legitimacy。Academy of Management Review，27(3)，414-431。  new window
24.Fernandez, Roberto M.、Castilla, Emilio J.、Moore, Paul(2000)。Social capital at work: Networks and employment at a phone center。The American Journal of Sociology，105(5)，1288-1356。  new window
25.Woolcock, Michael(1998)。Social Capital and Economic Development: Toward A Theoretical Synthesis and Policy Framework。Theory and Society，27(2)，151-208。  new window
26.Adler, Paul S.、Kwon, Seok-Woo(2002)。Social Capital: Prospects for A New Concept。The Academy of Management Review，27(1)，17-40。  new window
27.Nahapiet, Janine、Ghoshal, Sumantra(1998)。Social capital, intellectual capital, and the organizational advantage。Academy of Management Review，23(2)，242-266。  new window
圖書
1.Carney, T. F.(1972)。Content analysis: A technique for systematic inference from communications。London：B.T. Batsford。  new window
2.Easterby-Smith, M.、Thorpe, R.、Lowe, A.(1991)。Management research: An introduction。London：Sage。  new window
3.Denzin, Norman K.(1997)。Interpretive ethnography: Ethnographic practices for the 21st century。Sage。  new window
圖書論文
1.Fombrun, C.、Rindova, V. P.(2000)。The road to transparency: Reputation management at Royal Dutch/Shell。The expressive organization: Linking identity, reputation and the corporate brand。Oxford：Oxford University Press。  new window
2.Kramer, R. M.、Goldman, L.(1995)。Helping the group or helping yourself ? Social motives and group identity in resource dilemmas。Social Dilemmas: Perspectives on Individuals and Groups。Praeger。  new window
3.Scott, W. R.(1994)。Institutional analysis: Variance and process theory approaches. Employee training: The expansion of organizational citizenship。Institutional environments and organizations: Structural complexity and individualism。Thousand Oaks, CA：Sage。  new window
 
 
 
 
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