從全球行銷實務的觀點而言,這是一個很重要的研究議題。因為若是不清楚運動贊助活動為當地消費者帶來何種價值,經理人將無法精準地去擬定有效的運動贊助活動。舉例來說,若是贊助活動方案的特定屬性(比如:「健康」或是「活動樂趣性」)會顯著地影響消費者的未來購買行為,則廠商在設計活動方案時應著重於提供內在屬性的設計,而非將資源投入於兌換參加獎品的現金價值當中。本研究對於運動贊助的對象有四種形式,而範疇設定在第三類的運動贊助活動,因為此類型的贊助活動是消費最能夠親身參與。 具體言之,本研究有以下三項研究貢獻;首先,本研究從消費者的立場,探討運動贊助活動之認知價值。透過質性訪談佐以文獻回顧的方式,並提出消費者認知的活動價值構面,更重要的是,本研究將比較不同的價值構面對於品牌關係的相對影響效果。其次,本研究探討活動價值與品牌認同之間的中介機制。從學術與實務的角度來看,此一中介機制的探究,有助於方案價值與行為之間的關係。最後,本研究以分量迴歸的分析,探討不同消費者決策過程的影響因子,藉以深化過去關於贊助行為活動模型的應用。這一個分群效果的探討也回應了許多行為學者的建議(比如:Conner & McMillan, 1999):應檢視不同類型消費者的行為模式,藉以深化消費者行為學理。
More and more international brand merchants sponsor athletic activities because they believe sponsorship can establish relationship with local consumers to increase market share and even create long-term competitive advantages. Sponsors can enhance awareness of their brand by sponsoring famous entities, and athletic events can acquire simultaneously acquire (e.g. budget) simultaneously. More importantly, sponsors want to strengthen the relationship with consumers or constitute the brand legitimacy by sponsoring athletic activities, in addition to enhancing brand awareness in local area. Sponsored events which consumers could obtain the internal and external benefits affect consumer’s brand preferences. This study has three purposes. First, exploring consumer cognition values of sponsored athletic activities constructs the value dimensions, and compared the effects of brand relationship among different value dimensions. Second, examining the intermediation between cognition value and purchasing brand-product behavior contribute the relationship between program value and consumer behavior. Finally, we also investigate the moderator of decision making process to intensify the applications of past sponsorship behavior model.