運動公關活動對品牌知名度與品牌形象之影響
以新光人壽舉辦登高大賽為例

本文研究目的在探討企業，其長期性的運動公關活動、對品牌知名度與品牌形象是否具有影響力。本文以台灣新光金融控股公司，旗下子公司新光人壽保險股份有限公司，長期以來舉辦的新光摩天大樓登高大賽活動為研究對象。驗證新光人壽舉辦登高比賽後，對於品牌知名度及品牌形象是否產生顯著影響，有益於既有客戶的忠誠度與吸引潛在客戶。本文研究方法，以2017第35屆新光摩天大樓登高大賽參賽者做問卷調查樣本，運用這些問卷資料透過統計方法進行驗證。本文研究結果發現：一、「性別」及「年齡」人口統計變數，對於公關行銷吸引程度、對主辦單位之態度滿意度、單位與活動一致性、品牌知名度及品牌形象來說皆無任何顯著影響，並不是消費者參加登高比賽考慮參加意願的影響原因。二、不同職業類別對於公關行銷、品牌知名度及品牌形象有非常良好的顯著性影響。三、新光摩天大樓登高大賽活動，對新光企業的品牌知名度有正向影響。四、該項活動已形成國內消費者熟悉年度活動，對於品牌形象有顯著正面影響。五、以新光人壽登高大賽長期公關活動驗證，運動公關可以成為塑造品牌知名度與形象的重要平台。綜合研究結果為，新光人壽舉辦摩天大樓登高大賽活動，對新光人壽企業的品牌知名度、品牌形象有所提升及助益，亦可做為其它產業舉辦運動公關活動的參考依據。而企業在舉辦活動時，可以將活動效益透過長期性質發揮至極致，進而深入影響消費者持續消費意願。

關鍵字

運動公關活動；新光人壽登高大賽；品牌知名度；品牌形象

並列摘要

The purpose of this research is to study how the corporations' long-term sports activities effects business brand reputations and images. This research objective is base on "Shin Kong Life Tower Run-Up" contest which held by Shin Kong Life Insurence company. To verify the changes of brand reputations and images for participants after the contest, and the changes become benifits for existing customers' loyalty and attract for more potential customers. This research method uses the sample questionnaires of the participants of “35th Shin Kong Life Tower Run-Up” contest in 2017, and verifies the questionnaire results by statistical methods. Research Results: 1. "Gender" and "Age" of the participants, have no significant effects on "Public relations marketing attractive", "Satisfaction with the organizer", "The image consistency of organizer and activity itself", "Brand reputation, and brand image". The research shows these are not the influencing factors for participants. 2. Participants' occupational have well significant influence on "Public relations marketing", "Brand reputation "and "Brand image". 3. "Shin Kong Life Tower Run-Up" contest have positve influence on Shin Kong Life brand reputation. 4. This activity has become a familiar contest for participants in Taiwan, and this brings a positve influence on Shin Kong Life brand reputation. 5. Base on "Shin Kong Life Tower Run-Up" contest, shows a long-term public sports activity can become an important platform for shaping brand reputation and image. The result of the comprehensive study, Shin Kong Life had better brand reputation and brand image by helding "Shin Kong Life Tower Run-Up" contest. This also can become an example for other industries to hold sports activities. And corporations can maximize the activity benefits by long-term sports activities, to further influencing the spending willingness of customers.