名人代言、公益行銷與品牌權益關係之研究－以玉山銀行與王建民為例

A Study on the Relationships between Celebrity Endorsements Cause-Related Marketing and Brand Equity: A Case Study on E.SUN Bank and Wang Chien-Ming

何漢斌(Han-Pin Ho) ； 李城忠(Cheng-Jong Lee)

《運動休閒管理學報》 7卷1期 (2010/06) Pp. 38-54

https://doi.org/10.6214/JSRM.201006_7(1).0003

摘要

本研究旨在探討名人代言、公益行銷與品牌權益之關係，並以玉山銀行所發行的王建民認同卡與金融卡之公益行銷作為研究主題。此公益活動是與知名的職棒明星王建民合作，一般民眾對王建民個人及玉山銀行，均有正面的評價。為進一步了解此公益行銷與品牌權益之關係，本研究除了探討公益行銷議題與品牌權益之關係外，進一步的探討名人代言與公益行銷議題和品牌權益之影響。本研究以20歲以上，有辦玉山銀行信用卡的消費者為研究對象，以便利取樣的方式收集樣本，共取得有效問卷212份。透過問卷調查及結構方程(SEM)檢測本研究之模式，分析結果顯示此模型之配適度良好。本研究有以下結果：1.公益行銷伴隨著名人代言，對品牌權益達到顯著的影響。2.此公益行銷議題與王建民所擔任之代言人有顯著相關。本研究並以模式推估結論，提出公益行銷之策略。

關鍵字

名人代言 ； 公益行銷 ； 品牌權益

並列摘要

The purpose of this research was to discuss the relationship between cause-related marketing and brand equity, focusing on the cause-related marketing of the Wang Chien-ming Affinity Card and Cash Card Wang Chien-ming dispensed by E. Sun Bank. This public welfare activity has invited the well-known professional baseball player, Wang Chien-ming. In general, the public has a fairly positive opinion towards Wang and E. Sun Bank. To further understand the relationship between cause-related marketing and brand equity, this research discussed the influence of celebrity endorsements, the issue of cause-related marketing and brand equity in addition to the relationship between cause-related marketing and brand equity. This research focused on consumers over 20 years old because they meet the age limitation of applying for the cards. A total of 212 valid questionnaires were obtained through convenience sampling. Questionnaires and SEM were used to exam the model of this research and the result showed that the fitness of this pattern is high. The results of this research are as follows: 1. With celebrity endorsements, cause-related marketing could have an outstanding influence on brand equity; 2. This cause-related marketing project has a significant relationship with the role of Wang Chien-ming as an endorser. Based on the results of the present study, effective strategies for cause-related marketing were provided. It is suggested that key factors for promoting the brand equity of a corporation should include selection of cause-related marketing issues, developing of marketing techniques, and enhancing consistency among endorsers' image, marketing issues and enterprise's image.

並列關鍵字

celebrity endorsements ； cause-related marketing ； brand equity

參考文獻

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