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題名:運動贊助與品牌意象應用於品牌認同之研究:品牌個性觀點
作者:吳朝森 引用關係
作者(外文):WU CHAO-SEN
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:李城忠
學位類別:博士
出版日期:2013
主題關鍵詞:運動贊助品牌意象品牌個性品牌認同Brand identificationBrand imageBrand personalitySport sponsorship
原始連結:連回原系統網址new window
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本研究主要探討消費者對於企業運動贊助、品牌意象、品牌個性及品牌認同關聯性與影響之研究。首先針對消費者對於企業運動贊助、品牌意象、品牌個性,在品牌認同上所產生的影響。再者,確認各構面變數之間的因果關係,針對各變數探討其操作性定義,並設計出適當的問卷衡量變項。
本研究利用問卷調查的方式針對知道VOLVO汽車、知道林書豪(Jeremy Lin)代言VOLVO汽車及曾購買或已購買VOLVO汽車的消費者進行研究,以新北市、台北市、台中市、台南市及高雄市等大都會為主要研究區域,發放正式問卷1,400份,收回1,123份,扣除91份無效問卷後,有效樣本數共為1,032份,回收使用率達73.71%。所得資料經描述性統計分析、t檢定及結構方程模式(SEM)等統計方法進行各項研究假設之驗證。
研究結果顯示,運動贊助對於品牌認同無顯著性影響,品牌意象對於品牌認同有顯著正向影響,品牌個性對於品牌認同有顯著正向影響。另,品牌個性為運動贊助對品牌認同的影響關係中具有中介效果;若品牌個性在品牌意象對品牌認同的影響關係中則不具有中介效果。綜合上述,企業積極贊助運動相關活動,以利提升品牌認同,設計獨特品牌意象,提升品牌認同,創造高價值感的產品屬性,產品品牌個性,提升產品價值,然而企業強化整體品牌意象,提升消費者品牌認同,對於企業的永續經營及競爭力提升,有更絕對的幫助。
This research investigates the correlations and influence between business sports sponsorship, brand image, brand personality and brand identification. First, business sports sponsorship, brand image and brand personality how to influence the brand identity. Furthermore, the paper makes sure the causal relationship on variables of each dimension, for each variable it explore the operational definition and design an appropriate questionnaire to measure variables.
This study utilizes questionnaires to make the research on the consumers of knowing VOLVO cars, knowing that Jeremy Lin endorsement VOLVO car, had to purchase or have purchased VOLVO cars. The research area is on metropolitan cites in Taiwan, includes New Taipei City, Taipei, Taichung, Tainan and Kaohsiung and so on. The questionnaires issue 1,400 copies; 1,123 copies is returned; after deducting 91 invalid questionnaires, 1,032 responses are valid and returned rate is 73.71%. The obtained information is verified for the research hypotheses by descriptive statistical analysis, t-test and structural equation modeling (SEM) and other statistical methods.
The findings demonstrate sports sponsorship does not significantly influence brand identification; brand image positively and significantly influence brand identification; brand personality positively and significantly influence brand identification. Moreover, brand personality has the mediation effect between brand image and brand identification; brand personality has not mediation effect between brand image and brand identification. In summary, the enterprises actively sponsor sports activities and design unique brand image in order to enhance brand identification, and create high-value product attributes and brand personality to promote product value. However, the enterprises strengthen the overall brand image and enhance consumer’s brand identification to help business sustainable management and competitiveness.
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