- 期刊
企業贊助運動比賽之效益：以NIKE贊助HBL為例
A Study on Corporate Sport Sponsor Effect: A Case Study of Nike Sponsoring HBL
摘要
This study recruited 8 final basketball teams from 91” -Academic-Year High-School Basketball League (HBL) as respondents. Subjects were asked to fulfill ”Questionnaire of HBL Players' Identification and Opinion on Sponsor Corporate Nike”. The primary purpose of this study was to analyze the difference between male and female HBL players on sponsor corporate image and identification sense. Data was analyzed by t-test and the results revealed that: There were significant differences between male and female HBL players on ”brand image”, ”sponsor opinion” and ”sponsor image” factors. However, advertising factor wasn't. As for identification sense scale, there were also significant differences between male and female HBL players on ” identification” and ”Ioyalty” factors The results of this study concluded that corporate sponsorship could generally attain players' identification.
並列摘要
This study recruited 8 final basketball teams from 91” -Academic-Year High-School Basketball League (HBL) as respondents. Subjects were asked to fulfill ”Questionnaire of HBL Players' Identification and Opinion on Sponsor Corporate Nike”. The primary purpose of this study was to analyze the difference between male and female HBL players on sponsor corporate image and identification sense. Data was analyzed by t-test and the results revealed that: There were significant differences between male and female HBL players on ”brand image”, ”sponsor opinion” and ”sponsor image” factors. However, advertising factor wasn't. As for identification sense scale, there were also significant differences between male and female HBL players on ” identification” and ”Ioyalty” factors The results of this study concluded that corporate sponsorship could generally attain players' identification.
延伸閱讀
- 陳穎毅（2005）。企業贊助運動比賽與企業績效之關聯性分析—以中華職棒為例〔碩士論文，中原大學〕。華藝線上圖書館。https://doi.org/10.6840/cycu200500246
- 林信宏（2003）。運動廣告中的符號消費現象－以NIKE電視廣告為例。傳播與管理研究，3(1)，43-67。https://doi.org/10.6430/CMR.200307.0043
- 余宗龍、陳忠誠、詹彩琴、周建智（2005）。運動用品廠商贊助體育活動對運動消費者影響之研究：以2004 Adidas鬥牛王朝高中校園三對三籃球賽為例。大專體育學刊，7(2)，47-58。https://doi.org/10.5297/ser.200506_7(2).0004
- 洪明財、吳雅芳、張慧君、李城忠（2013）。The Effects of Corporate Sports Sponsorship on Consumer Brand Identity, Purchase Behavior for Adidas。運動管理，(22)，1-24。https://www.airitilibrary.com/Article/Detail?DocID=18148972-201310-201503120020-201503120020-1-24
- 周靈山（2005）。A Content Analysis of Sport Advertisement on TV: Taking Nike for Example。大專體育學術專刊，()，222-231。https://doi.org/10.6695/AUES.200505_94.0021