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來源文獻資料
摘要
外文摘要
引文資料
題名:
職業運動球迷品牌愛量表之建構
書刊名:
體育學報
作者:
張少熙
/
方佩欣
/
王傑賢
作者(外文):
Chang, Shao-his
/
Fang, Pei-hsin
/
Wang, Jye-shyan
出版日期:
2014
卷期:
47:4
頁次:
頁569-582
主題關鍵詞:
中華職棒
;
紮根理論研究法
;
編碼
;
驗證性因素分析
;
複核效度
;
Chinese professional baseball league
;
CPBL
;
Grounded theory
;
Coding
;
Confirmatory factor analysis
;
Cross-validation
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
3
) 博士論文(
1
) 專書(0) 專書論文(0)
排除自我引用:
3
共同引用:0
點閱:142
目的:本研究以Batra,Ahuvia,與Bagozzi(2012)之品牌愛概念為基礎,分析中華職棒球迷品牌愛組成因素並發展量表。方法:研究共分三階段,首先,深度訪談11位中華職棒球迷,以紮根理論研究法之編碼程序萃取職業運動球迷品牌愛之組成因素。其次,進行修正式德爾菲法以編製量表。最後以中華職棒現場觀眾為對象發放問卷,進行量表之項目分析、探索性因素分析、信度分析、驗證性因素分析、區別效度、效標關聯效度、複核效度等信、效度考驗。結果:職業運動球迷品牌愛量表共有:激情參與、投資意願、自我認同、共同回憶製造、正向情緒、負向情緒以及長期關係維持七個分量表,共23題,具有良好信度與效度。結論:職業運動球迷的品牌愛與一般消費者有所差異,表示品牌愛會因產品類型而產生特殊性。本量表可做為後續相關研究之有效測量工具,並能應用於實務做為職業運動球隊行銷策略擬定之參考。
以文找文
Purpose: Base on the brand love concept of Batra, Ahuvia, and Bagozzi (2012), this study aims to analyze the elements of brand love of professional sport fans, as well as develop the scale with reliability and validity. Methods: There were three phases in this study. The first phase was collecting qualitative data by interviewed 11 CPBL fans, and extracting the factors of brand love by coding of grounded theory. Second, modified delphi method was used to edit the scale. The final phase was delivering questionnaires targeting on-site spectators of CPBL. Item-analysis, exploratory factor analysis, reliability analysis, second-order confirmatory factor analysis, discriminant validity, criterion-related validity and cross-validation were used for scale testing. Results: Scale of professional sports fans' brand love has good reliability and validity. It was composed of "passionate participation", "willingness to invest resources", "self-identity", "memory made", "positive emotion", "negative emotion", and "long-term relationship", included 23 items. Conclusion: There was a difference between professional sport fans and general consumers. It showed that brand love has specificity because of product type. This scale not only could be the instrument for future study, but also applied in practical to make marketing strategies for professional sport teams.
以文找文
期刊論文
1.
Albert, N.(2010)。Measuring the love feeling for a brand using interpersonal love items。Journal of Marketing Development and Competitiveness,5(1),57-63。
2.
Albert, N.、Merunka, D.(2013)。The role of brand love in consumer-brand relationships。Journal of Consumer Marketing,30(3),258-266。
3.
Heere, B.、Dickson, G.(2008)。Measuring attitudinal loyalty: Separating the terms of affective commitment and attitudinal loyalty。Journal of Sport Management,22(2),227-239。
4.
Bauer, Hans H.、Stokburger-Sauer, N. E.、Exler, S.(2008)。Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment。Journal of Sport Management,22(2),205-226。
5.
張立榮、管益杰、王詠(2007)。品牌至愛的概念及其發展。心理科學進展,15(5),846-851。
延伸查詢
6.
Albert, Noel、Merunka, Dwight、Valette-Florence, Pierre(2008)。When consumers love their brands: Exploring the concept and its dimensions。Journal of Business Research,61(10),1062-1075。
7.
Bergkvist, Lars、Bech-Larsen, Tino(2010)。Two studies of consequences and actionable antecedents of brand love。Journal of Brand Management,17(7),504-518。
8.
Gladden, J. M.、Irwin, R. L.、Sutton, W. A.(2001)。Managing north American major professional sport teams in the new millennium: A focus on building brand equity。Journal of Sport Management,15(4),297-317。
9.
Funk, D. C.、James, J. D.(2006)。Consumer Loyalty: The Meaning of Attachment in The Development of Sport Team Allegiance。Journal of Sport Management,20(2),189-217。
10.
Gladden, J. M.、Funk, D. C.(2001)。Understanding brand loyalty in professional sport: examining the link between brand associations and brand loyalty。International Journal of Sports Marketing & Sponsorship,3(1),67-95。
11.
Rubin, Zick(1970)。Measurement of romantic love。Journal of Personality and Social Psychology,16(2),265-273。
12.
Fournier, Susan(1998)。Consumers and their brands: Developing relationship theory in consumer research。Journal of Consumer Research,24(4),343-373。
13.
Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin,103(3),411-423。
14.
Faherty, Vincent(1979)。Continuing Social Work Education: Results of a Delphi Survey。Journal of Education for Social Work,15(1),12-19。
15.
Ahuvia, Aaron C.(2005)。Beyond the extended self: Loved objects and consumers' identity narratives。Journal of Consumer Research,32(1),171-184。
16.
Batra, Rajeev、Ahuvia, Aaron、Bagozzi, Richard P.(2012)。Brand love。Journal of Marketing,76(2),1-16。
17.
Carroll, Barhara A.、Ahuvia, Aaron C.(2006)。Some antecedents and outcomes of brand love。Marketing Letters,17(2),79-89。
18.
Fournier, Susan、Mick, David Glen(1999)。Rediscovering satisfaction。Journal of Marketing,63(4),5-23。
19.
Holden, Michael C.、Wedman, John F.(1993)。Future issues of computer-mediated communication: The results of a Delphi study。Educational Technology Research and Development,41(4),5-24。
20.
Sirgy, M. Joseph(1985)。Using Self-Congruity and Ideal-Congruity to Predict Purchase Motivation。Journal of Business Research,13(3),195-206。
21.
Sternberg, Robert. J.(1997)。Construct validation of a triangular love scale。European Journal of Social Psychology,27(3),313-335。
22.
Thomson, Matthew、MacInnis, Deborah J.、Whan Park, C.(2005)。The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands。Journal of Consumer Psychology,15(1),77-91。
23.
Hatfiels, E.、Sprecher, S.(1986)。Measuring Passionate Love in Intimate Relationships。Journal of Adolescence,9,383-410。
會議論文
1.
Broadbent, s.、Bridson, K.、Ferkins, L.、Rentschler, R.(2010)。Brand love, brand image and loyalty in Aus elite sport。2010 Australian and New Zealand Marketing Academy Conference。
圖書
1.
Stauss, A.、Corbin, J.(1998)。Basics of gualitative research: Techingues and procedures for deceloping grounded theory。Thousand Oaks, CA:Sage。
2.
吳明隆(2009)。結構方程模式:AMOS的操作與應用。五南。
延伸查詢
3.
Kline, Rex B.(1998)。Principles and Practice of Structural Equation Modeling。Guilford Press。
其他
1.
Heinrich, D.,Bauer, H. H.,Muhl, J. C. M.(2008)。Measuring brand love: Applying Sternberg's triangular theory of love in consumer-brand relations,http ://anzm ac.org/。
2.
(2013)。中華職棒觀眾人數分析:中華職棒歷年觀眾平均人數,http://zxc22.idv.tw/。
延伸查詢
3.
(2013)。中華職棒24年觀眾人數分析,http://zxc22.idv.tw/。
延伸查詢
4.
陳浚錡(2013)。24年開幕戰17693人史上第二多,http://www.ettoday.net/news/20130323/180798.htm。
延伸查詢
5.
黃照敦(2009)。狂曹現象,超級印鈔機,http://www.iibertytimes.com.tw/2009/。
延伸查詢
6.
藍宗標(2013)。屛東獅猿戰觀戰球迷破5000,http://mag.udn.com/mag/life/ story.page.jsp?_ART_ID=447584。
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