贊助活動屬性與品牌個性相關聯程度、品牌知名度、涉入程度對品牌權益影響之研究

A Study of Relationship between Sponsorship Attributes and Brand Personality, Brand Awareness, and Involvement on Brand Equity

林陽助(Yang-Chu Lin)

《行銷評論》 1卷2期 (2004/12) Pp. 83-109

https://doi.org/10.29931/MR.200412.0004

摘要

傳統的行銷組合已經不能滿足時代的需求，為了達到最佳的行銷效果，各大企業漸漸轉而採行新的行銷方式－贊助活動。本研究以企業贊助活動為主題，針對贊助活動屬性與品牌個性相關聯程度對品牌權益影響進行研究。研究結果發現：1.具高知名度的品牌，在消費者心目當中已經有一強烈的既定印象，所以不論執行的贊助活動屬性與品牌個性相關聯是一致或迴異，對其品牌權益或多或少都有提升的效果。2.品牌知名度低，執行贊助活動的效果並不佳。3.無論品牌知名度高或低，執行贊助活動屬性與品牌個性關聯程度對品牌權益的影響，加入消費者購買涉入程度之干擾變項的干擾效果並不顯著。4.無論品牌知名度高或低，執行贊助活動屬性與品牌個性關聯程度對品牌權益的影響，加入個人活動參與傾向之干擾變項的干擾效果並不顯著。

關鍵字

贊助活動屬性 ； 品牌個性 ； 品牌知名度 ； 品牌權益

並列摘要

In this changing society nowadays, traditional marketing mix no more satisfies demands of the times. To reach the greatest marketing effects, corporations have been taking a new method of marketing; that is corporate sponsorship. Processed by experiments, this study has two manipulators -the extent of relationship between attributes of corporate sponsorship and brand personality along with brand popularity, two moderators-consumer purchasing involvement and individual activity participation inclination, four experiment sets and two mirror sets. Four conclusions are arrived through MANOVA statistical analysis: 1.A highly well-known brand has already imprinted powerful established impression consumers' mind. 2. A rarely-known brand gets pure effects out of corporate sponsorship. 3. Whether a brand is highly or rarely-known, the execution influence on brand equity by the extent of relationship between attributes of corporate sponsorship and brand personality is not obviously moderated by adding the moderating effects for consumer purchasing involvement. 4. Whether a brand is highly or rarely-known, the execution influence on brand equity by the extent of relationship between attributes of corporate sponsorship and brand personality is not obviously moderated by adding the moderating effects for individual activity participation.

並列關鍵字

Sponsorship attributes ； Brand personality ； Brand awareness ； Brand equity

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