贊助事件是企業經營品牌的萬靈丹嗎？

Sponsorship─a Magic Formula for a Brand?

賴宥吉(Yu-Chi Lai)

指導教授 ： 陳悅琴 ； 李延熹

朝陽科技大學/人文暨社會學院/應用外語系/碩士(2012年)

摘要

近十年來，運動贊助已受到學者及行銷經理的注意。然而，贊助商與贊助賽事配適度對於品牌權益的影響卻少有研究。同時，賽事參與者對於賽事滿意與否所產生的影響也尚未被檢視。因此，本研究欲探討配適度、滿意度、品牌權益、購買適圖與涉入程度間的關係。
本研究採用質性與量化研究方式：前者訪問了某家贊助企業的副總經理，以了解企業為何願意贊助運動賽事；後者則發放300份問卷給曾參加由中華電信與美津濃贊助馬拉松賽事的民眾。
結果發現，贊助商與贊助賽事配適度程度對於贊助企業的品牌權益確實會造成正面的影響，並進而提升參與者的購買意圖。然而，對於贊助商品牌權益與參與者購買意圖間，參與者對於運動及運動賽事的涉入無法構成干擾變數。結論最後表示，贊助企業於贊助運動賽事前，須先評估贊助商與贊助賽事間的配適度。同時，於賽事舉辦期間，參與者對於賽事的滿意與否，也需被妥善處理，以避免對贊助商產生不良之影響。

關鍵字

涉入程度 ； 配適度 ； 滿意度 ； 品牌權益 ； 購買意圖

並列摘要

Sports sponsorship has gained great attention of the researchers and marketing managers in the recent decade. However, there has not been enough research on the effect of fit between an event sponsored and a sponsor on brand equity of the sponsoring corporation. In the meantime, the effect of participants’ satisfaction towards the event sponsored has yet to be examined. This research aims to explore the relationships among fit, satisfaction, brand equity, purchase intentions and involvement.
Qualitative and quantitative methods were adopted in this research. The former interviewed a vice-general manager of a sponsoring corporation to understand why a corporation was willing to sponsor sports events; the latter distributed a total of 300 questionnaires to participants who had taken part in two marathons sponsored by Chunghwa Telecom and Mizuno respectively.
The finding indicated that fit between a sports event sponsored and a sponsoring corporation had a positive influence on the brand equity of a sponsoring corporation and further enhance participants’ purchase intentions. However, participants’ involvement in sport and sports events failed to mediate the relationship between brand equity and purchase intentions. A final conclusion was that before engaging in sports sponsorship, sponsoring corporations should take into account fit between sports events sponsored and the sponsor. In addition, participants’ satisfaction toward the event sponsored should also be carefully dealt with in the process of holding a sports event.

並列關鍵字

involvement ； purchase intentions ； fit ； satisfaction ； brand equity

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