代言人效果對品牌愛戀和品牌忠誠度之影響－以NBA籃球迷為例

The study of the relationships among endorsement effect, brand love, and brand loyalty: A case study of NBA fans

周冠竹(Kuan-Chu Chou)

指導教授 ： 陳怡穆

義守大學/管理學院/企業管理學系/碩士(2021年)

摘要

本研究主要探討代言人效果、品牌愛戀和品牌忠誠度之間的相關性。以NBA球迷為研究對象，從中了解NBA球迷對於球星代言球鞋的品牌的效果，並以平衡理論說明代言人效果、品牌愛戀和品牌忠誠度的關係。以問卷調查收集消費者資料。以302份有效問卷，進行敘述性統計、信度分析、迴歸分析。由本研究的分析結果得知，NBA球迷最喜愛的代言人，並且證實球星的球鞋品牌代言效果會影響球迷的品牌愛戀以及品牌忠誠度。最後，本研究也依據研究結果提供相關的建議給運動品牌的行銷從業人員。

關鍵字

代言人效果 ； 品牌愛戀 ； 忠誠度

並列摘要

This research aims to investigate endorsement effect, brand love, and brand loyalty. Taking NBA fans as target subject and applying balance theory to explain the relation among the endorsement effect of star players, fans’ brand love, and fans’ brand loyalty. On-line questionnaire was utilized for collecting data. 302 valid questionnaires were included to conduct descriptive statistics, reliability analysis and regression analysis. According to the results, we can confirm the proposed hypotheses. Eventually, the suggestions were provided to the marketers of sports brand.

並列關鍵字

Endorsement Effect ； Brand Love ； Loyalty

參考文獻

一、參考英文文獻

1.Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business research, 61(10), 1062-1075.

2.Ahuvia, A. C. (2005). Beyond the extended self: Loved objects and consumers' identity narratives. Journal of consumer research, 32(1), 171-184.

3.Badenhausen, K. (2011). The world’s highest-paid athletes. Forbes.

4.Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16.