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題名：運動賽會與贊助商契合度之效益研究
書刊名：休憩管理研究
作者：馬治綱／董益吾／鄧碧珍 引用關係
作者(外文)：Ma, Jhih-gang／Tung, I-wu／Teng, Pi-cheng
出版日期：2015
卷期：2:2
頁次：頁25-41
主題關鍵詞：運動行銷；贊助；品牌形象；Sport marketing；Sponsorship；Brand image
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 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:0
  • 共同引用共同引用:8
  • 點閱點閱:62
本研究主要目的在於從認知的角度，藉由契合的概念，來探討贊助商不同契合程度之贊助活動，所影響品牌態度及贊助效益上的相關情況，並以參與adidas冬季聯賽之現場觀眾與選手為研究對象，並透過問卷調查參與者人口統計變項、贊助商－賽會契合度、態度以及贊助效益等變項之關聯性，共收集275份有效問卷，並以描述性統計與皮爾森積差相關進行資料處理與分析。本研究結果顯示：(1)adidas冬季聯賽以男性、20歲以下、平均月收入在10,000元以下的高中／職學生居多。(2)贊助商－賽會契合度、態度以及贊助效益具有顯著相關。本研究建議贊助商應強調與賽會之間的契合度，來改善參與者對贊助商的態度，以達到贊助效益。
The purpose of this thesis was that from a cognitive perspective, with the concept of fit, to explore the relation of sponsor-event fit. The participants were 275 adidas winter league players and spectators. Based on the descriptive statistical analysis, and Pearson correlation analysis, the following conclusions were found: the main participants of adidas winter league were aged 20 or less High school / technical school students, with an average monthly income of less than NT$ 10,000. Also, there were correlated relationship among the sponsor-event fit, attitude toward sponsoring brand, and sponsorship effect. This study suggests that sponsors should emphasize the fit between the event by surrounding activities to complement or enhance awareness of the fit.
期刊論文
1.Carrillat, Francois A.、Harris, Eric G.、Lafferty, Barbara A.(2010)。Fortuitous Brand Image Transfer: Investigating the Side Effect of Concurrent Sponsorships。Journal of Advertising，39(2)，109-124。  new window
2.Grohs, R.、Reisinger, H.(2005)。Image transfer in sports sponsorships: An assessment of moderating effects。International Journal of Sports Marketing & Sponsorship，7(1)，42-48。  new window
3.Laczniak, R. N.、DeCarlo, T. E.、Ramaswami, S. H.(2001)。Consumers' responses to negative word-of-mouth communication: an attribution theory perspective。Journal of Consumer Psychology，11(1)，57-73。  new window
4.Roy, D. P.、Cornwell, T. Bettina(2003)。Brand equity's influence on responses to event sponsorships。Journal of Product & Brand Management，12(6)，377-393。  new window
5.Crompton, J. L.(2004)。Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport。Leisure Studies，23(3)，267-281。  new window
6.Rodgers, S.(2003)。The effects of sponsor relevance on consumer reactions to internet sponsorships。Journal of Advertising，32(4)，67-76。  new window
7.Pham, M. T.、Johar, G. V.(2001)。Market prominence biases in sponsor identification: Processes and consequentiality。Psychology and Marketing，18(2)，123-143。  new window
8.Gwinner, Kevin P.(1997)。A model of image creation and image transfer in event sponsorship。International Marketing Review，14(3)，145-158。  new window
9.D'Astous, Alain、Bits, Pierre(1995)。Consumer evaluations of sponsorship programmes。European Journal of Marketing，29(12)，6-22。  new window
10.Stipp, H.、Shiavone, N. P.(1996)。Modeling the impact of Olympic sponsorship on corporate image。Journal of Advertising Research，36(4)，22-28。  new window
11.Stotlar, D. K.(1993)。Sponsorship and the Olympic winter games。Sport Marketing Quarterly，2(1)，35-43。  new window
12.Bloxham, Mike(1998)。Brand Affinity and Television Programme Sponsorship。International Journal of Advertising，17(1)，89-98。  new window
13.Madrigal, Robert(2001)。Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship。Psychology and Marketing，18(2)，145-165。  new window
14.Becker-Olsen, K.、Simmons, C. J.(2002)。When do social sponsorships enhance or dilute equity? Fit, message source, and the persistence of effects。Advances in Consumer Research，29(1)，287-289。  new window
15.Bennett, R.(1999)。Sports sponsorship, spectator recall and false consensus。European Journal of Marketing，33(3/4)，291-313。  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.Turco, D. M.(1994)。Event Sponsorship: Effects on Consumer Brand Loyalty and Consumption。Sport Marketing Quarterly，3(3)，35-37。  new window
18.McCarville, Ronald E.、Copeland, Robert P.(1994)。Understanding sport sponsorship through exchange theory。Journal of Sport Management，8(2)，102-114。  new window
19.張玉琳(20130600)。企業運動贊助對贊助績效影響之研究：形象轉移中介角色、品牌熟悉度稀釋效果與一致性調節形中介角色之探討。企業管理學報，97，87-112。new window  延伸查詢new window
20.Sandler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Games: The Consumer Perspective。Sport Marketing Quarterly，2(3)，38-45。  new window
21.巫喜瑞、梁榮達、謝學儀(20081200)。觀眾個人態度與對球隊、贊助關係之認知因素對運動贊助效益之影響：運動涉入之干擾效果。戶外遊憩研究，21(4)，1-26。new window  延伸查詢new window
22.Alexandris, K.、Tsaousi, E.、James, J.(2007)。Predicting sponsorship outcomes from attitudinal constructs: the case of a professional basketball event。Sport Marketing Quarterly，16(3)，130-139。  new window
23.Becker-Olsen, K. L.(2003)。And now, a word from our sponsor: A look at the effects of sponsored content and banner advertising。Journal of Advertising，32(2)，17-32。  new window
24.Cameron, N.(2009)。Understanding sponsorship and its measurement implications。Journal of Sponsorship，2(2)，131-139。  new window
25.Hansen, F.、Scotwin, L.(1995)。An experimental enquiry into sponsoring: What effects can be measured?。Marketing and Research Today，23(3)，173-181。  new window
26.Heitsmith, G.(1994)。Event promotions: get them by their hearts and minds。Promo: The International Magazine for Promotion Marketing，1994(Mar.)，31-32。  new window
27.Komoroski, L.、Biemond, H.(1996)。Sponsor accountability: Designing and utilizing an evaluation system。Sport Marketing Quarterly，5，35-40。  new window
28.McDaniel, S. R.(1999)。An investigation of match‐up effects in sport sponsorship advertising: The implications of consumer advertising schemas。Psychology & Marketing，16(2)，163-184。  new window
29.Murphy, C.(1999)。Brand values can build on charity ties。Marketing，25，41-42。  new window
30.Nicholls, J. A.、Roslow, S.、Dublish, S.(1999)。Brand recall and brand preference at sponsored golf and tennis tournaments。European Journal of Marketing，33(3/4)，365-387。  new window
31.Rifon, Nora J.、Choi, Sejung Marina、Trimble, Carrie S.、Li, Hairong(2004)。Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive。Journal of Advertising，33(1)，29-42。  new window
32.Cornwell, T. Bettina、Coote, Leonard V.(2005)。Corporate Sponsorship of a Cause: The Role of Identification in Purchase Intent。Journal of Business Research，58(3)，268-276。  new window
33.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
34.Gwinner, Kevin P.、Eaton, John(1999)。Building Brand Image Through Event Sponsorship: The Role of Image Transfer。Journal of Advertising，28(4)，47-57。  new window
35.Harvey, Bill(2001)。Measuring the Effects of Sponsorships。Journal of Advertising Research，41(1)，59-65。  new window
36.Koo, G. Y.、Quarterman, J.、Flynn, L.(2006)。Effect of Perceived Sport Event and Sponsor Image Fit on Consumers' Cognition, Affect, and Behavioral Intentions。Sport Marketing Quarterly，15(2)，80-90。  new window
37.Meenaghan, T.(1991)。Sponsorship-Legitimising the Medium。European Journal of Marketing，25(11)，5-10。  new window
38.Pope, Nigel K. L.、Voges, Kevin E.(2000)。The Impact of Sport Sponsorship Activities, Corporate Image, and Prior Use on Consumer Purchase Intention。Sport Marketing Quarterly，9(2)，96-102。  new window
39.Speed, Richard、Thompson, Peter(2000)。Determinants of Sports Sponsorship Response。Journal of the Academy of Marketing Science，28(2)，226-238。  new window
會議論文
1.Otker, T.、Hayes, P.(1987)。Judging the efficiency of sponsorship, experiences from the 1986 Soccer World Cup。The 40th ESOMAR Marketing Research Congress。Montreux, CH。  new window
學位論文
1.林峻偉(2006)。從消費者觀點探討企業贊助職業籃球運動之效益(碩士論文)。國立臺北大學。  延伸查詢new window
2.黃嘉珮(2009)。NIKE與adidas整合行銷傳播與品牌經營之比較研究--以臺灣大學生市場操作為例(碩士論文)。國立臺灣師範大學。  延伸查詢new window
3.呂振瑋(2008)。贊助商與賽事一致性在賽事認同對贊助效益影響之調節效果(碩士論文)。國立中央大學，桃園市。  延伸查詢new window
4.邱翊傑(2010)。運動賽事贊助適合性對贊助效益影響之研究(碩士論文)。佛光大學。  延伸查詢new window
5.陳思羽(2008)。女性個人價值、涉入程度及品牌態度對運動時尚品牌消費行為之相關研究(碩士論文)。國立臺灣體育大學(桃園)。  延伸查詢new window
圖書
1.彭小惠、王瑞麟、江澤群、呂銀益、呂謙、官文炎、林宏恩、林國榮、徐揚、許明彰、陳維智、黃煜(2003)。運動管理學。臺中市：華格納。  延伸查詢new window
2.程紹同(2002)。運動管理學導論。臺北：華泰文化事業公司。  延伸查詢new window
3.Sleight, S.(1989)。Sponsorship: What it is and how to use it。Maidenhead, Berkshire：London：McGraw-Hall。  new window
4.程紹同(1998)。運動贊助策略學。臺北：漢文書店。  延伸查詢new window
5.程紹同(2001)。第5促銷元素：運動贊助行銷新風潮。臺北：滾石文化。  延伸查詢new window
6.Howard, Dennis R.、Crompton, John L.(1995)。Financing Sport。Fitness Information Technology。  new window
圖書論文
1.McGuire, W. J.(1960)。A syllogistic analysis of cognitive relationships。Attitude organization and change。New Haven：Yale University Press。  new window
 
 
 
 
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