企業進行運動贊助對品牌形象及品牌權益之影響－以運動贊助為中介效果

The Mediating Effects of Sport Sponsorship on Brand Image and Brand Equity

紀信光 ； 廖國廷 ； 陳雅雯

《長榮運動休閒學刊》 3期 (2009/06) Pp. 43-53

https://doi.org/10.29632/CRYDSSSK.200906.0005

摘要

隨著國民的所得提升，國人開始漸漸利用週末參加各項運動，因此，企業也漸漸注意到國人會因為參加運動而開始注意到運動賽事的舉辦。此舉讓企業家想藉由主辦或協辦運動賽事，並藉由媒體的不斷報導，增加曝光率，提升品牌形象，進而提高企業的品牌權益。本研究採用問卷調查方式蒐集資料，到各個現場發放問卷。並以現場的觀眾抽樣對象。研究結果顯示：(1)企業進行運動贊助對品牌形象有顯著的關係。(2)品牌形象對品牌權益有顯著的關係。(3)企業進行運動贊助在品牌形象對品牌權益的影響中存在著部分中介效果。

關鍵字

運動贊助 ； 品牌形象 ； 品牌權益

並列摘要

With increasing income, people join sports gradually in the weekend; therefore, business noted that people join sports and know that the sport events are good for business. This would allow entrepreneurs or co-sponsored to support sport events, and the constant media exposure can enhance brand image and the brand equity. The questionnaire was used to collect data at a stadium. The results showed that (1) business sport sponsorship is a significant impact on brand image, (2) the brand image is positive influence on the brand equity and (3) the mediating effect of sport sponsorship on brand image and brand equity is supported.

並列關鍵字

sport sponsorship ； brand image ； brand equity

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