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題名：運動贊助與關係行銷整合模式之效益分析
書刊名：大專體育學刊
作者：陳信中 引用關係／劉玉峯 引用關係／康正男 引用關係
作者(外文)：Chen, Hsin-chung／Liou, Yuh-feng／Kang, Cheng-nan
出版日期：2014
卷期：16:1
頁次：頁14-25
主題關鍵詞：關係利益；關係品質；關係結果；路徑分析；Relationship benefits；Relationship qualities；Relationship outcomes；Path analysis
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(8) 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:7
  • 共同引用共同引用:22
  • 點閱點閱:133
本研究目的在探討兄弟象隊球迷知覺之運動贊助與關係行銷整合模式。兄弟象迷為本研究對象，採立意抽樣之問卷調查方式，以「運動贊助」、「關係利益」、「關係品質」及「關係結果」等量表進行施測，獲得有效問卷413份，透過驗證性因素分析與路徑分析進行統計分析。本研究結果發現，贊助商藉由運動贊助，確實可建立與球迷間的「信心利益」、「社會利益」及「特殊待遇利益」。此外，研究結果支持本研究假設之模式，顯示運動贊助對關係行銷整合模式各變項皆有顯著之影響效果。本研究結論提供運動贊助商如何透過適當贊助策略，提升與球迷間的信任和承諾，最後達到贊助目的，以增加球迷的口碑與忠誠度之參考。因此，本研究建議，未來企業如要藉由運動贊助來獲得消費者的認同，則需加強與球迷間的關係利益，維持彼此的關係品質，以提升企業的口碑及球迷的忠誠度。
The purpose of this study was to evaluate the ”sports sponsorship and relationship marketing combination model” for the fans of Brother Elephants team. The questionnaire, which included ”sports sponsorship,” ”relationship benefits,” ”relationship quality,” and ”relationship outcomes,” was administered by purposive sampling and 413 completed questionnaires were received from Brother Elephants fans. Confirmatory factor analysis and path analysis were used to calculate the data. The results showed that sports sponsorship can establish the ”confidence benefit,” ”social benefit,” and ”special treatment benefit” between sponsors and fans. In addition, the results supported the hypothetical model, and indicated that all paths were significant in the sports sponsorship and relationship marketing combination model. Our study conclusions provided appropriate sponsor strategies to sponsors to promote the fans' trust and commitment. Consequently, sponsors can reach their objectives, which increases fans' word of mouth and loyalty. The current study revealed that if enterprises can improve the relationship benefits and maintain the relationship quality with fans, it will promote fans' word of mouth and loyalty.
期刊論文
1.Tsiotsou, Rodoula、Alexandris, Kostas(2009)。Delineating the Outcomes of Sponsorship: Sponsor Image, Word of Mouth, and Purchase Intentions。Journal of Retail & Distribution Management，37(4)，358-369。  new window
2.劉玉峯、李雅君、張智鈞(20120400)。運動賽會贊助與關係品質之關聯。大專體育，119，22-27。new window  延伸查詢new window
3.劉祥熹、王智弘(20041200)。從關係行銷觀點探討消費者知覺對企業提供贊助成效之關聯性分析--以國內職棒運動為例。績效與策略研究，1(1)，65-90。new window  延伸查詢new window
4.Dean, D. H.(2002)。Associating the cooperation with a charitable event through sponsorship: Measuring the effects on corporate community relations。Journal of Advertising，37(4)，77-87。  new window
5.Kim, Y. K.、Trail, G.(2011)。A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach。Journal of Sport Management，25(1)，57-69。  new window
6.Oakley, J.、Bush, A. J.(2012)。Customer entertainment in relationship marketing: A literature review and directions for future research。Journal of Relationship Marketing，11(1)，21-40。  new window
7.Rifon, N.、Choi, S.、Trimble, C.、Li, H.(2004)。Congruence effects in sponsorship: the mediating role of sponsor credibility and consumer attributions of sponsor motive。Journal of Advertising，33(1)，30-42。  new window
8.張景弘、徐世同、高俊雄(20120300)。運動賽會觀眾贊同與贊助品牌配適對贊助者偏好之研究。臺灣體育運動管理學報，12(1)，1-24。new window  延伸查詢new window
9.黃文星(20070500)。企業贊助活動對企業品牌權益影響之研究--以兄弟象棒球隊為例。朝陽商管評論，6(特刊)，25-46。new window  延伸查詢new window
10.蔡樹培(20040200)。Empirically Modeling Perceived Sponsor Sincerity in Philanthropic Sponsorship Campaigns of Service Product Brands。管理學報，21(1)，63-85。new window  new window
11.Chavanat, N.、Martinent, G.、Ferrand, A.(2009)。Sponsor and sponsees interactions: effects on consumers' perceptions of brand image, brand attachment, and purchasing intention。Journal of Sport Management，23(5)，644-670。  new window
12.劉玉峯、陳伯儀、李雅君、張智鈞、彭思嘉(20111200)。北京奧運贊助企業之品牌形象、廣告效果、品牌權益及關係品質。大專體育學刊，13(4)，359-367。new window  延伸查詢new window
13.張家銘(20050600)。2004年中華職棒兄弟象隊贊助商之促銷方式初探。大專體育，78，50-57。new window  延伸查詢new window
14.Alexandris, Kostas、Tsaousi, Elisabeth、Janies, Jeffrey(2007)。Predicting Sponsorship Outcomes from Attitudinal Constructs: The Case of A Professional Basketball Event。Sport Marketing Quarterly，16(3)，130-139。  new window
15.Gwinner, Kevin、Swanson, Scott R.(2003)。A model of fan identification: antecedents and sponsorship outcomes。The Journal of Services Marketing，17(3)，275-294。  new window
16.Hennig-Thurau, Thorsten、Gwinner, Kevin P.、Gremler, Dwayne D.(2002)。Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality。Journal of Service Research，4(3)，230-247。  new window
17.Speed, Richard、Thompson, Peter(2000)。Determinants of Sports Sponsorship Response。Journal of the Academy of Marketing Science，28(2)，226-238。  new window
18.McDonald, Roderick P.、Ho, Moon-Ho Ringo(2002)。Principles and practice in reporting structural equation analyses。Psychological Methods，7(1)，64-82。  new window
19.Shinnar, R. S.(2008)。Coping with negative social identity: The case of Mexican immigrants。The Journal of Social Psychology，148(5)，553-576。  new window
會議論文
1.陳信中、戴遐齡(2006)。關係利益之研究--以兄弟象隊為例。第28屆奧林匹克學術研討會。桃園縣：國立體育大學。  延伸查詢new window
研究報告
1.International Event Group(2012)。IEG sponsorship report。  new window
圖書
1.Funk, D. C.(2008)。Consumer behavior in sport and events: Marketing action。Elsevier。  new window
2.Stotlar, D. K.(2009)。Developing successful sport sponsorship plans。Indianapolis, MN：Cardinal Pub Group。  new window
3.Ukman, L.(2004)。Return on sponsorship。Chicago, IL：International Event Group。  new window
4.黃芳銘(2005)。社會科學統計方法學：結構方程模式。臺北：五南。  延伸查詢new window
5.吳明隆(2003)。SPSS統計應用學習實務：問卷分析與應用設計。臺北市：知城數位科技股份有限公司。  延伸查詢new window
6.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
7.邱皓政(2003)。結構方程模式--LISREL的理論、技術與應用。雙葉書廊。  延伸查詢new window
8.王保進(2004)。多變量分析：套裝程式與資料分析。高等教育。  延伸查詢new window
9.Kline, Rex B.(1998)。Principles and Practice of Structural Equation Modeling。Guilford Press。  new window
其他
1.中華職棒(2012)。中華職棒觀眾人數分析，http://zxc22.idv.tw/。  延伸查詢new window
2.International Event Group(20111008)。Sponsorship spending on U.S. pro sports leagues and teams to grow 7.6 percent in 2011，http://www.sponsorship.com/About-IEG/ Press-Room/Sponsorship-Spending-On-U-S-- Pro-Sports-Leagues-an.aspx。  new window
圖書論文
1.Meenaghan, T.(2005)。Sport sponsorship in a global age. Global sport sponsorship。Global sport sponsorship。Oxford, UK：Berg。  new window
2.Berry, Leonard L.(1983)。Relationship marketing。Emerging Perspectives on Services Marketing。Chicago, Illinois：American Marketing Association。  new window
3.Tajfel, Henri、Turner, John C.(1986)。The Social Identity Theory of Intergroup Behavior。Psychology of Intergroup Relations。Nelson-Hall。  new window
 
 
 
 
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