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題名:影響中華職棒球迷善因運動行銷態度與購買意願模式分析
書刊名:嘉大體育健康休閒
作者:陳皇達
出版日期:2014
卷期:13:1
頁次:頁119-129
主題關鍵詞:善因行銷球隊認同組織認同
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(2) 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:2
  • 共同引用共同引用:0
  • 點閱點閱:24
本研究旨在探討球隊認同和組織認同在成功的善因運動行銷中扮演的角色,本研究母體以中部地區大學部學生(含:大學、科技大學、技術學院)進行調查,共發出400份問卷,回收有效問卷336份。分析結果發現:(1)「消費者對善因運動行銷態度」會正向影響「購買意願」(2)「運動和善因配適度」會正向影響「消費者對善因運動行銷態度」(3)「善因組織認同」會正向影響「消費者對善因運動行銷態度」。
期刊論文
1.Babiak, K.、Wolfe, R.(2006)。More Than Just a Game? Corporate Social Responsibility and Super Bowl XL。Sport Marketing Quarterly,15(4),214-222。  new window
2.Kwon, H. H.、Armstrong, K. L.(2002)。Factors influencing impulse buying of sport team licensed merchandise。Sport Marketing Quarterly,11(3),151-163。  new window
3.Andreasen, A. R.(1996)。Cause-related marketing-salvation or quicks and for nonprofits。Harvard Business Review,74(6),47-59。  new window
4.Bradish, C. L.、Cronin, J. J.(2009)。Corporate social responsibility in sport。Journal of Sport Management,23(6),691-697。  new window
5.Godfrey, Paul C.(2009)。Corporate social responsibility in sport: An overview and key issues。Journal of Sport Management,23(6),698-716。  new window
6.Lachowetz, T.、Gladden, J.(2002)。A framework for understanding cause-related sport marketing programs。International Journal of Sports Marketing & Sponsorship,4(4),313-333。  new window
7.Lachowetz, T.、Irwin, R.(2002)。FedEx and the St. Jude classic: An application of a cause-related marketing program (CRMP)。Sport Marketing Quarterly,11(2),114-116。  new window
8.Smith, C. T.、Westerbeek, H. M.(2007)。Sport as a vehicle for deploying corporate social responsibility。Journal of Corporate Citizenship,25,43-54。  new window
9.Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Norm(1998)。The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions。Journal of Retailing,74(3),331-352。  new window
10.Lichtenstein, Donald R.、Bearden, William O.(1989)。Contextual influences on perceptions of merchant-supplied reference prices。Journal of Consumer Research,16(1),55-66。  new window
11.Varadarajan, P. R.(1986)。Horizontal Cooperative Sales Promotion: a Framework for Classification and Additional Perspectives。Journal of Marketing,50(2),61-73。  new window
12.Kwon, H. H.、Trail, G. T.、James, J. D.(2007)。The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel。Journal of Sport Management,21(4),540-554。  new window
13.Wann, Daniel L.、Branscombe, Nyla R.(1993)。Sports Fans: Measuring degree of identification with their team。International Journal of Sport Psychology,24(1),1-17。  new window
14.Becker-Olsen, K. L.、Cudmore, B. Andrew、Hill, Ronald P.(2006)。The impact of perceived corporate social responsibility on consumer behavior。Journal of Business Research,59(1),46-53。  new window
15.Keller, Kevin Lane、Aaker, David A.(1992)。The Effects of Sequential Introduction of Brand Extensions。Journal of Marketing Research,29(1),35-50。  new window
16.Gupta, Shruti、Pirsch, Julie(2006)。The company-cause-customer fit decision in cause-related marketing。Journal of Consumer Marketing,23(6),314-326。  new window
17.Bhattacharya, C. B.、Rao, Hayagreeva、Glynn, Mary Ann(1995)。Understanding the bond of identification: An investigation of its correlates among art museum members。Journal of Marketing,59(4),46-57。  new window
18.Mael, Fred A.、Ashforth, Blake E.(1992)。Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification。Journal of Organizational Behavior,13(2),103-123。  new window
19.Burton, S.、Lichtenstein, D.(1988)。The effect of ad claims and ad context on attitude toward the advertisement。Journal of Advertising,17(1),3-11。  new window
20.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
21.Roy, D. P.、Graeff, T. R.(2003)。Consumer attitudes toward cause-related marketing activities in professional sports。Sport Marketing Quarterly,12(3),163-172。  new window
圖書
1.Kotler, P.(1998)。Strategic marketing for nonprofit organization。Upper Saddle River, NJ:Prentice Hall。  new window
2.Ajzen, I.、Fishbein, M.(1980)。Understanding Attitudes and Predicting Social Behavior。Englewood Cliffs, New Jersey:Prentice-Hall。  new window
3.Tajfel, Henri(1982)。Social Identity and Intergroup Relations。Cambridge University Press。  new window
4.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
 
 
 
 
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