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題名:花蓮師院運動代表隊對第廿九屆大專運動會贊助效果之認同情形分析
書刊名:花蓮師院學報
作者:蕭嘉惠 引用關係
作者(外文):Hsiao, Chia-huei
出版日期:1999
卷期:9
頁次:頁153+155-176
主題關鍵詞:贊助贊助效果回想確認Sponsorship effectRecallRecognition
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(9) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:0
  • 點閱點閱:76
     本研究旨在瞭解大專運動會之贊助效果,研究對象為花蓮師範學院參加第廿九屆 大專運動會之教練、管理及選手共 42 名。並以「第廿九屆大專運動會贊助效果評估問卷」 為研究工具,進行問卷調查。根據實際調查所得資料,以描述統計及卡方考驗等統計方法處 理,結果發現: 1. 受試者對贊助商的回想確認率相當低。 2. 性別對贊助效果的認同程度,有顯著差異存在。
     The purpose of the study was to determine if people attending the Collegiate Athletic Games could accurately identify the official sponsors. Sponsorship recall and recognition methodology was used, and a survey specific to the 29 �� Collegiate Athletic Games was developed. Respondents included forty-two people who identified themselves as a Collegiate Athletic Games athlete, spectator, or worker. The researc instrument "Sponsorship Recall and Recognition Questionnaire" was administered. Descriptive statement and Chi-square analysis were utilized for data analysis. Within the scope of this study, the following conclusions were derived; (a) Repondents could not accurately identify the official sponsors. (b) Significant differences were found at sponsorship effect between male and female.
期刊論文
1.Irwin, R. L.、Asimakopoulos, M. K.(1992)。An approach to the evaluation and sponsorship proposals。Sport Marketing Quarterly,1(2),43-51。  new window
2.Cuneen, J.、Hannan, M. J.(1993)。Intermediate Measures and Recognition Testing of Sponsorship Advertising at an LPGA Tournament。Sport Marketing Quarterly,2(1),47-56。  new window
3.Pitts, B. G.(1998)。An analysis of sponsorship recall during Gay Games IV。Sport Marketing Quarterly,7(4),11-18。  new window
4.Cornwell, T. B.(1995)。Sponsorship-linked marketing development。Sport Marketing Quarterly,4(4),13-24。  new window
5.Kuzma, J. R.、Shanklin, W. L.、McCally, J. F.(1993)。Number One Principle for Sporting Events Seeking Corporate Sponsors: Meet Benefactor's Objectives。Sport Marketing Quarterly,2(3),27-32。  new window
6.Martin, J. H.(1994)。Using a perceptual map of the consumer's sport schema to help make sponsorship decisions。Sport Marketing Quarterly,3(3),27-33。  new window
7.Dixon, D.(1993)。How an event on foreign soil is setting the trend for the future of big event sponsorship。Sport Marketing Quarterly,2(2),13-16。  new window
8.Sabdler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Game: The consumer perspective。Sport Marketing Quarterly,2(3),38-44。  new window
9.McCarville, Ronald E.、Copeland, Robert P.(1994)。Understanding sport sponsorship through exchange theory。Journal of Sport Management,8(2),102-114。  new window
10.Asimakopoulos, D. K.(1993)。Sport marketing and sponsoring: The experience of Greece。Sport Marketing Quarterly,2(3),44-48。  new window
11.Furst, A.(1994)。A case study of how one company uses sport sponsorship to reach a female audience。Sport Marketing Quarterly,3(2),35-45。  new window
12.Pope, N. K.、Voges, K. E.(1994)。Sponsorship evaluation: Does it match the motive and the mechanism?。Sport Marketing Quarterly,3(4),37-45。  new window
13.Sandler, D. M.、Shani, D.(1989)。Olympic sponsorship vs 'ambush' marketing: Who gets the gold?。Journal of Advertising Research,11,9-14。  new window
14.Turco, D. M.(1993)。Assessing the economic impact and financial return on investment of a national sporting event。Sport Marketing Quarterly,2(3),17-23。  new window
15.Turco, D. M.(1994)。Event sponsorship: Effect on consumer brand loyalty and consumption。Sport Marketing Quarterly,3(3),35-38。  new window
16.Wang, P.、Irwin, R. L.(1993)。An assessment of economic impact techniques for small sporting event。Sport Marketing Quarterly,2(3),33-37。  new window
學位論文
1.林振雄(1992)。國內職棒球團與其企業間互動關係之研究(碩士論文)。東海大學。  延伸查詢new window
2.陳嫣如(1993)。從企業公益贊助探討社會福利機構可行的勸募策略(碩士論文)。東吳大學。  延伸查詢new window
3.楊紀瑜(1998)。企業贊助高中女子籃球隊之研究(碩士論文)。國立體育學院。  延伸查詢new window
4.鄭惠文(1992)。企業贊助公益活動與企業形象之研究(碩士論文)。國立中興大學。  延伸查詢new window
5.盧焰章(1993)。臺灣地區大型企業對運動贊助之研究(碩士論文)。國立體育學院。  延伸查詢new window
6.韓大衛(1995)。企業贊助大專院校運動代表隊之動機、學生對企業贊助認知及贊助效果研究(碩士論文)。國立體育學院。  延伸查詢new window
7.蕭嘉惠(1995)。運動組織與企業組織經理人對運動贊助考量因素之比較研究(碩士論文)。國立台灣師範大學。  延伸查詢new window
8.康永華(1991)。企業公益形象與消費者行為之研究(碩士論文)。國立交通大學,新竹市。  延伸查詢new window
9.周振雄(1997)。中華民國大專院校運動會運動贊助之研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
10.劉念寧(1990)。大型企業贊助公益活動之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
圖書
1.IOC, Marketing Department(1993)。The role of sponsorship in the Olympic Movement。Lausanne, Switzerland:Switzerland Olympic Winter Games。  new window
2.Stotlar, David K.(1993)。Successful Sport Marketing。Dubuque, IA:Wm. C. Brown Communications Inc.。  new window
圖書論文
1.Kuzma, J.、Shanklin, W.(1994)。Corporate sponsorship: A framework for analysis。Sport business operational and theoretical aspects。Dubuque, IA:Wm. C. Brown Communications。  new window
 
 
 
 
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