The Influence of Building Brand Equity: A Sponsorship and Brand Personality Study

企業贊助活動屬性與品牌個性相關聯程度對品牌權益影響之研究

林陽助(Yang-Chu Lin) ； 吳佩玲(Pei-Ling Wu) ； 李宜致(Yi-Chih Lee)

《Journal of Data Analysis》 2卷6期 (2007/12) Pp. 79-111

https://doi.org/10.6338/JDA.200712_2(6).0006

摘要

在多變的現代工商社會，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。根據國外一般大眾對贊助活動的迴響程度來看，可知贊助活動對於品牌形象及品牌聯想具有顯著的提升效果，在台灣企業也漸漸採用此行銷方式。因此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。當與品牌個性一致時影響效果有顯著提升，並且活動效果會明顯呈現在「讓自己得到社會認同」與「對服務人員的態度」上。但是當贊助活動屬性與品牌個性不一致時對品牌權益的影響效果並不顯著。2.品牌知名度低，執行贊助活動的效果並不佳。主要原因為，其品牌在消費者的心目中定位並不深刻，當執行贊助活動時若沒有謹慎考量反而會出現非預期的效果。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

Traditional marketing combinations no longer satisfy modern demands. To achieve optimum marketing effects, corporations have been turning to a new method of marketing, sponsorship. Focusing on corporate sponsorship, this study attempts to test the effect the correlation between sponsorship attributes and brand personality has on brand equity. The study reached four conclusions: 1. A well-known brand has already created a powerful impression in the minds of consumers, so corporate sponsorships will help raise brand equity regardless of sponsorship attribute and brand personality correlation. 2. Corporate sponsorships are not effective in raising brand equity when a brand is not well-known. 3. Regardless of brand awareness, the effects on brand equity from the correlation between sponsorship attributes and brand personality are not greatly affected by interference variables such as consumer purchasing involvement levels. 4. Regardless of brand awareness, the effects on brand equity from the correlation between sponsorship attributes and brand personality are not greatly affected by interference variables such as individual participation tendencies.

並列關鍵字

Sponsorship attributes ； brand personality ； brand awareness ； brand equity ； involvement

參考文獻

Chen, P.T.(2001).The Impact of Sponsorship on Brand Equity.School of Business Administration, National Chung Cheng University.

Yen, L. T.(1999).Study on Cause Marketing and Brand Equity.National Cheng Chi University School of Business Administration.

Jiang, Y. C.(2002).The Effect of Cause-related Marketing on Brand Equity and NPO Image.National Taiwan University School of International Business.

Chen, Y. M.(2002).Study of Corporate Sponsorship Events Relationship, Marketing Management Combinations and Sponsorship Event Effects on Brand Equity.National Cheng Chi University School of Business Administration.

Zhou, S. Y.(2002).Assessment Model of Brand Equity.Taiwan Journal of Management.2,1-21.