中文摘要 本研究旨在探討自創品牌策略與運動贊助策略對品牌美譽度之影響。經由相關文獻探討,建構本研究之研究架構,進而對自創品牌策略與運動贊助策略進行分析探討,瞭解其對品牌美譽度的影響,並以兩岸高科技產業為研究範圍。 本研究採用個案研究法,針對兩岸高科技產業,篩選出宏?痋B明基、華碩、聯想及海爾五家高科技企業,在深度訪談後經由次級資料分析與個案彙整後,發展出相關命題,本研究結果發現: 一、 兩岸高科技企業所採取之自創品牌策略類型對於運動贊助策略有影響。採取品牌代工並存型的兩岸高科技企業在贊助對象選擇上,較以「區域性」為主;採取完全品牌型的兩岸高科技企業,較以「國際性」為主。 二、 兩岸高科技企業所採取之自創品牌策略類型對於品牌美譽度有影響。採取品牌代工並存型的兩岸高科技企業在品牌美譽度的「產品品質信任」構面上,有較佳表現。採取完全品牌型的兩岸高科技企在品牌美譽度的「品牌形象認知」、「品牌偏好」構面上,有較佳表現。 三、 兩岸高科技企業所採取之運動贊助策略對於品牌美譽度有影響。贊助對象選擇「國際性」的兩岸高科技企業在品牌美譽度的「品牌形象認知」、「品牌偏好」構面上,有較佳表現;贊助型式選擇「多元」的兩岸高科技企業在品牌美譽度的「品牌形象認知」構面上,有較佳表現。 四、 在兩岸地理區域因素的影響下,兩岸高科技企業採取相同的自創品牌策略類型對於品牌美譽度有影響。採取品牌代工並存型的中國大陸高科技企業,在品牌美譽度的「品牌偏好」構面上,有較佳表現。 五、 在兩岸地理區域因素的影響下,兩岸高科技企業採取相同的運動贊助策略對於品牌美譽度有影響。贊助對象選擇「區域性」的中國大陸高科技企業在品牌美譽度的「品牌偏好」構面上。 最後,本研究根據研究結果提出幾個兩岸高科技企業未來在品牌美譽度的建設上可以參考的方向。完全品牌型的兩岸高科技企業,以多元化的贊助形式投入國際性的贊助活動,將有較佳的品牌美譽度。而品牌代工並存型的兩岸高科技企業,可以考慮將品牌與代工業務切割或者以多元化的贊助形式投入區域性的贊助活動,將有較佳的品牌美譽度。
Abstract The main purpose of this research was to investigate the influence of own brand strategy and sport sponsorship strategy on brand favorite. After reviewed related literature, the research framework established to analyze and understand how the own brand strategy and sport sponsorship strategy influence the brand favorite. Besides, the two-strait regional variance was taken into consideration. For this research adopted with case study method and aimed to the two-strait high-tech industry of 5 companies chose including Acer, BenQ, ASUS, Lenovo, and Haier as research samples. After deep interviewed and secondary data analyze with data integrated of each companies, I developed the relative propositions as following: 1. There is a significant influence of the two-strait high-tech companies’ own brand strategy on sport sponsorship strategy. The two-strait high-tech companies which run both of OBM and OEM business models will chose to sponsor regional games. The two-strait high-tech companies which run only OBM business model will chose to sponsor international games. 2. There is a significant influence of the two-strait high-tech companies’ own brand strategy on brand favorite. The two-strait high-tech companies which run both of OBM and OEM business models will have better performance of the product quality trust dimension。The two-strait high-tech companies which run only OBM business model will have better performance of both brand image cognition and brand preference dimensions. 3. There is a significant influence of the two-strait high-tech companies’ sport sponsorship strategy on brand favorite. The two-strait high-tech companies which chose to sponsor international games will have better performance of both brand image cognition and brand preference dimensions. And the two-strait high-tech companies which chose to sponsor in multiple ways will have better performance of brand image cognition dimension. 4. Under the effect of the regional element geographically between two-straits, the two-strait high-tech companies choose the same own brand strategy typology would have a different effect on brand favorite. China`s high-tech companies which run both of OBM and OEM business models will have better performance of brand preference dimension. 5. Under the effect of the regional element geographically between two-straits, the two-strait high-tech companies choose the same sport sponsorship strategy would have a different effect on brand favorite. China`s high-tech companies which chose to sponsor regional games will have better performance of brand preference dimension. Finally, this research provides the two-strait high-tech companies some ways to build brand favorite in the future. The two-strait high-tech companies which run only OBM business models will have better performance of brand favorite if they chose multiple ways to sponsor international games. And in order to have better performance of brand favorite, the two-strait high-tech companies which run both of OBM and OEM business models should think about divide OBM and OEM into two parts or chose multiple ways to sponsor regional games.
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