2004年宏泰人壽盃世界女排大獎賽贊助辨識率與效益之研究

The Study on Sponsorship Recognition and Effect of 2004 Hontai Life Cup World Women's Volleyball Grand Prix

黃娟娟(Chuan-Chuan Huang) ； 賴永成(Yung-Cheng Lai) ； 黃宏裕(Hung-Yu Huang)

《輔仁大學體育學刊》 4期 (2005/05) Pp. 151-164

https://doi.org/10.29697/JPE.200505.0011

摘要

It has been a global trend that an enterprise promotes marketing by sponsoring sports tournaments. The main purpose of this study is to investigate the effectiveness of sports sponsorship by an enterprise to promote its company image and consumers' identification.
This study surveys the opinions from the audience of 2004 World Grand Women's Volleyball Grand Tournaments Miao-Li Station, by eliciting responses to a questionnaire about the effectiveness of company recognition by enterprise sports sponsorship. There are totally 514 effective responses collected from this survey. Descriptive statistical analysis, t-test, mono-factor variant analysis are used in this study. The major findings are the following:
1) Among all the 514 effective responses, 426 (82.9%) successfully recognize the name of the sponsoring enterprise; 60 (11.7%) give wrong names; 28 (5.4%) can not specify any company names.
2) The results of t-test show males are significantly superior to females in terms of company identification (t-score=5.47;p＜.05).
3) In terms of sponsorship effectiveness, company image, and sports promotion, there are not any significant differences shown between males and females.
4) The results also show males are significantly superior to females in terms of purchasing consideration (t-score=2.19;p＜.05).

關鍵字

辨識率 ； 贊助效益 ； 企業形象

並列摘要

It has been a global trend that an enterprise promotes marketing by sponsoring sports tournaments. The main purpose of this study is to investigate the effectiveness of sports sponsorship by an enterprise to promote its company image and consumers' identification.
This study surveys the opinions from the audience of 2004 World Grand Women's Volleyball Grand Tournaments Miao-Li Station, by eliciting responses to a questionnaire about the effectiveness of company recognition by enterprise sports sponsorship. There are totally 514 effective responses collected from this survey. Descriptive statistical analysis, t-test, mono-factor variant analysis are used in this study. The major findings are the following:
1) Among all the 514 effective responses, 426 (82.9%) successfully recognize the name of the sponsoring enterprise; 60 (11.7%) give wrong names; 28 (5.4%) can not specify any company names.
2) The results of t-test show males are significantly superior to females in terms of company identification (t-score=5.47;p＜.05).
3) In terms of sponsorship effectiveness, company image, and sports promotion, there are not any significant differences shown between males and females.
4) The results also show males are significantly superior to females in terms of purchasing consideration (t-score=2.19;p＜.05).

並列關鍵字

recognition effect ； sponsorship effect ； enterprise image

參考文獻

Cheng, P. S. T.,Stolar, D. K.(1999).Successful Sponsorship: A Marriage between Sport and Corporations for the Next Millennium.Cyber-Journal of Sport Marketing.3(3)

Ludwig, M.S.,Karabetsos, J.D.(1999).Objectives and evaluation processes utilized by sponsors of the 1996 Olympic games.Sport Marketing Quarterly.8(1),11-19.

McCarville, R. E.,Copeland, R.P.(1994).Understanding sport sponsorship through exchange theory.Journal of Sport Management.8,102-114.

Mullin, B.,Hardy, S.,Sutton, W.(2000).Sport Marketing.Champaign, IL:Human Kinetics.

Simkins. J.(1980).Sponsorship 1980/81.(economist intenlligence unit, special report).