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題名：品牌形象、品牌認同與品牌忠誠度之關聯性研究--以2013臺灣NBA熱身賽之休士頓火箭與印第安那溜馬為例
書刊名：運動研究
作者：吳嘉浚／張文榮 引用關係／張佩婷 引用關係／陳慧峰 引用關係
作者(外文)：Wu, Chia-chun／Chang, Wen-jung／Chang, Pei-ting／Chen, Hui-feng
出版日期：2015
卷期：24:1
頁次：頁25-43
主題關鍵詞：消費者行為；品牌-消費者關係；美國職籃；休士頓火箭；印第安那溜馬；Consumer behavior；Brand-consumer relationship；NBA；Houston Rockets；Indiana Pacer
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(2) 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:2
  • 共同引用共同引用:29
  • 點閱點閱:336
目的：探討2013年NBA臺灣熱身賽（休士頓火箭與印第安那溜馬）的現場觀眾對於個人所支持球隊的品牌形象、品牌認同與品牌忠誠度的關聯性。方法：針對150份有效樣本以結構方程式進行各項假設的驗證分析。結果：品牌形象與品牌認同皆能對品牌忠誠度產生正向影響，而品牌形象對品牌認同亦有正向影響。結論：（1）球迷對這兩支參與球隊的品牌認同度仍有改善空間。（2）球隊經營者應該致力於品牌形象的提升，以獲得更多潛在球迷的關心與支持。（3）球隊品牌形象好壞將影響球迷對球隊品牌認同的建立。（4）球隊品牌形象好壞亦會影響球迷對該支持球隊的忠誠度。（5）球迷對所支持球隊的品牌認同與品牌忠誠度是呈現正向的關聯性。
To explore the relationship among brand image, brand identification and brand loyalty on audiences attending the 2013 NBA Taiwan Warm-up match (Houston Rockets versus Indiana Pacers).Based on 150 valid samples, this study used structural equation modeling (SEM) to empirically validate the research hypotheses showed that brand image and brand loyalty contribute a positive influence on brand loyalty, and brand image positively affects the brand loyalty as well. This study concludes as follows; (1) Still there is a room for fans to enhance their identification to the team that they have supported; (2) Team managers should have devoted themselves to improve their team's brand image to capture more supports and considerations from the potential fans; (3) The quality of a team brand image would influence the fan's brand identification to their supported team; (4) The quality of a team brand image would also influence the fan's brand loyalty to their supported team; and (5) Brand identification is positively associated with brand loyalty.
期刊論文
1.Mariola, P. V.、Elena, D. B.(2005)。Sales promotions effects on consumer based brand equity。International Journal of Market Research，47(2)，179-205。  new window
2.胡同來、何怡萱、謝文雀(20140700)。探討百貨業於關係信任、品牌形象、體驗行銷與顧客忠誠度關聯性之研究。北商學報，25/26，55-75。new window  延伸查詢new window
3.張庭彰、何育敏、王瑞麟、石金龍(20080900)。體育節目品牌形象、忠誠度影響之研究--以漢聲電臺轉播中華職棒為例。運動知識學報，5，342-352。new window  延伸查詢new window
4.Beristain, J. J.、Zorrilla, P.(2011)。The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets。Journal of Retailing and Consumer Services，18(6)，562-574。  new window
5.Dalakas, V.、Levin, A. M.(2005)。The Balance Theory Domino: How Sponsorships May Elicit Negative Consumer Attitudes。Advances in Consumer Research，32，91-97。  new window
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8.Fisher, Robert J.(1998)。Group-Derived Consumption: The Role of Similarity and Attractiveness in Identification with a Favorite Sports Team。Advances in Consumer Research，25(1)，283-288。  new window
9.Fisher, R. J.、Wakefield, K.(1998)。Factors leading to group identi-fication: A field study of winners and losers。Psychology & Marketing，15(1)，23-40。  new window
10.Mahony, D. F.、Howard, D. R.、Madrigal, R.(2000)。Using the psychological commitment to team (PCT) scale to segment sport consumers based on loyalty。Sport Marketing Quarterly，9(1)，15-25。  new window
11.許建民、高俊雄(20060900)。職棒球迷支持球隊因素與球隊認同關係之比較研究--以兄弟象與興農牛為例。國立體育學院論叢，17(3)，17-30。new window  延伸查詢new window
12.侯嘉政、傅柏霖(200803)。產品涉入與品牌涉入對品牌忠誠度之影響--以數位相機為例。行銷評論，5(1)，27-56。new window  延伸查詢new window
13.Nandan, S.(2005)。An exploration of the brand identity-brand image linkage: A communications perspective。Journal of Brand Management，12(4)，264-278。  new window
14.Gladden, J. M.、Milne, G. R.(1999)。Examining the importance of brand equity in professional sport。Sport Marketing Quarterly，8(1)，21-29。  new window
15.Kwon, H. H.、Trail, G. T.、James, J. D.(2007)。The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel。Journal of Sport Management，21(4)，540-554。  new window
16.侯致遠(19901200)。大眾傳播與職業運動互動關係之探討。國民體育季刊，19(4)=87，15-21。  延伸查詢new window
17.Heskett, J. L.(2002)。Beyond customer loyalty。Managing Service Quality，12(6)，355-357。  new window
18.Gladden, J. M.、Funk, D. C.(2002)。Developing an understanding of brand associations in team sport: empirical evidence from consumers of professional sport。Journal of Sport Management，16(1)，54-81。  new window
19.Ding, L.、Velicer, W.、Harlow, L.(1995)。Effect of estimation methods, number of indicators per factor and improper solutions on structural equation modeling fit indices。Structural Equation Modeling，2(2)，119-143。  new window
20.Dutton, Jane E.、Dukerich, Janet M.、Harquail, Celia V.(1994)。Organizational Images and Member Identification。Administrative Science Quarterly，39(2)，239-263。  new window
21.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。  new window
22.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
23.Laverie, D. A.、Arnett, D. B.(2000)。Factors affecting fan attendance: The influence of identity salience and satisfaction。Journal of Leisure Research，32(2)，225-246。  new window
24.Jacoby, Jacob、Kyner, David B.(1973)。Brand Loyalty vs. Repeat Purchasing Behavior。Journal of Marketing Research，10(1)，1-9。  new window
25.Grohs, R.、Reisinger, H.(2014)。Sponsorship effects on brand image: The role of exposure and activity involvement。Journal of Business Research，67(5)，1018-1025。  new window
26.Hu, Li-tze、Bentler, Peter M.(1999)。Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives。Structural Equation Modeling: A Multidisciplinary Journal，6(1)，1-55。  new window
27.Chun, Rosa、Davies, Gary(2006)。The Influence of Corporate Character on Customers and Employees: Exploring Similarities and Differences。Journal of the Academy of Marketing Science，34(2)，138-146。  new window
28.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
29.Bhattacharya, Chitrabhan B.、Sen, Sankar(2003)。Consumer-company identification: A framework for understanding consumers' relationships with companies。Journal of Marketing，67(2)，76-88。  new window
30.Mael, Fred A.、Ashforth, Blake E.(1992)。Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification。Journal of Organizational Behavior，13(2)，103-123。  new window
31.Stokburger-Sauer, Nicola E.、Ratneshwar, S.、Sen, Sankar(2012)。Drivers of consumer-brand identification。International Journal of Research in Marketing，29(4)，406-418。  new window
32.McDonald, Roderick P.、Ho, Moon-Ho Ringo(2002)。Principles and practice in reporting structural equation analyses。Psychological Methods，7(1)，64-82。  new window
33.Abdullah, M.、Al-Nasser, A. D.、Husain, N.(2000)。Evaluating functional relationship between image, customer satisfaction and customer loyalty using general maximum entropy。Total Quality Management and Business Excellence，11(4-6)，826-830。  new window
34.So, Kevin Kam Fung、King, Ceridwyn、Sparks, Beverley A.、Wang, Ying(2013)。The influence of customer brand identification on hotel brand evaluation and loyalty development。International Journal of Hospitality Management，34，31-41。  new window
35.何雍慶、林美珠(20060700)。品牌認同和品牌形象之關聯性研究--以公寓大廈管理服務業為例。東海管理評論，8(1)，231-265。new window  延伸查詢new window
36.陳律盛、莊英萬(20111200)。品牌聲譽、服務人員與學生互動關係、品牌認同、品牌忠誠對學生口碑傳播行為之影響--以元智大學為例。運動與遊憩研究，6(2)，16-36。new window  延伸查詢new window
37.Donavan, D. T.、Janda, Swinder、Suh, Jaebeom(2006)。Environmental influences in corporate brand identification and outcomes。Journal of Brand Management，14(1/2)，125-136。  new window
38.Harris, Fiona、De Chernatony, Leslie(2001)。Corporate branding and corporate brand performance。European Journal of Marketing，35(3/4)，441-456。  new window
39.林永順、蔡青園、陳正平(20130800)。咖啡連鎖業品牌形象、服務品質對品牌忠誠度影響之研究--以屏東85度C咖啡連鎖店為例。育達科大學報，35，1-30。  延伸查詢new window
40.Kim, Chung K.、Han, Dongchul、Park, Seung-Bae(2001)。The effect of brand personality and brand identification on brand loyalty: applying the theory of social indentifìcation。Japanese Psychological Research，43(4)，195-206。  new window
41.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，3，67-91。  new window
42.Helgesen, O.、Nesset, E.(2007)。Images,satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian University College。Corporate Reputation Review，10(1)，38-59。  new window
會議論文
1.Minkiewicz, J.、Mavondo, F.、Bridson, K.(2007)。Corporate brand identity and image congruence in the Leisure Service Sector: A stakeholder perspective。ANZMAC 2007 Conference。Dunedin：Australia & New Zealand Marketing Academy。25-33。  new window
學位論文
1.沈堯鈞(2009)。體驗行銷對蘋果社群之品牌關係研究(碩士論文)。銘傳大學。  延伸查詢new window
2.莊鎮安(2008)。以NBA經營與制度探討臺灣籃球職業化之發展(碩士論文)。國立臺灣師範大學。  延伸查詢new window
3.陳明裕(2013)。品牌形象、品牌愛情與品牌忠誠之關聯--以iPhone為例(碩士論文)。淡江大學。  延伸查詢new window
4.陳為斌(2011)。消費者對於報紙品牌形象、品牌認同、品牌忠誠與購買行為關聯之探討--以《星洲日報》及《中國報》為例(碩士論文)。銘傳大學。  延伸查詢new window
5.謝嘉玲(2013)。運動用品品牌形象、運動涉入與購買意願關係之研究--以通路型態為干擾變項(碩士論文)。大葉大學。  延伸查詢new window
6.鍾永和(2009)。手機產業之專業維修服務與品牌形象對品牌認同之研究--以業者及消費者之觀點為探討(碩士論文)。樹德科技大學。  延伸查詢new window
7.鍾明秀(2013)。品牌社群參與動機與認同對品牌忠誠度影響之研究--以Facebook品牌粉絲專頁為例(碩士論文)。世新大學。  延伸查詢new window
8.董彥欣(2010)。探討facebook粉絲專頁使用意圖及其對品牌形象、購買意願之影響：以KKBOX為例(碩士論文)。國立中正大學。  延伸查詢new window
9.盧淑姿(2000)。我國職業運動聯盟公共關係運作之研究(碩士論文)。國立體育學院。  延伸查詢new window
圖書
1.Aaker, D. A.(1996)。Building Strong Branas。New York：Free Press。  new window
2.Bentler, P. M.(1995)。EQS Structural equation program manual。Los Angeles CA：BMDP Statistical Software。  new window
3.Kapferer, J. N.(1992)。Strategic brand management: New approaches to creating and evaluating brand equity。New York：Free Press。  new window
4.Jacoby, Jacob、Chestnut, Robert W.(1978)。Brand Loyalty: Measurement and Management。John Wiley & Sons, Inc.。  new window
5.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
圖書論文
1.Lastovicka, J. L.、Gardner, D. M.(1978)。Components of Involvement。Attitude Research Plays for High Stakes。Chicago, IL：American Marketing Association。  new window
2.Browne, Michael W.、Cudeck, Robert(1993)。Alternative ways of assessing model fit。Testing Structural Equation Models。Sage。  new window
 
 
 
 
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