運動贊助對品牌知名度、品牌形象影響之研究－以歐都納爲例

A Study of the Effects in Brand Awareness and Brand Image through Sport Sponsorship-Taking ATUNAS as an Example

李城忠(Cheng-Jong Lee) ； 曾淑萍(Shu-Ping Tseng)

《休閒運動健康評論》 2卷2期 (2011/06) Pp. 119-143

https://doi.org/10.29503/RLSH.201106.0007

摘要

本研究旨在探討運動贊助對品牌知名度及品牌形象之關係，並以歐都納企業贊助攀登世界七頂峰爲研究主題。一般企業贊助運動的最初動機是提升企業品牌形象，藉由活動的贊助來增加企業品牌知名度及提升企業品牌形象，本研究的目即爲建立運動贊助對品牌知名度及品牌形象理論模式。本研究以便利抽樣的方式選取樣本，回收有效問卷250份。透過問卷調查及結構方程(SEM)檢測，本研究建構出運動贊助對品牌知名度、品牌形象之影響模式，分析結果顯示此模型之配適度良好。本研究有以下幾點發現：一、運動贊助對品牌知名度有正向影響。二、運動贊助對品牌形象有正向影響。三、品牌知名度對品牌形象有正向影響。綜合以上研究結果，本研究認爲歐都納贊助攀登世界七頂峰的活動，不僅對歐都納企業的品牌知名度、品牌形象有所提升及助益，也可作爲休閒用品產業的參考依據。而企業在參與贊助時，也才能將贊助效益發揮至極，而深入影響消費者的內心。

關鍵字

運動贊助 ； 品牌知名度 ； 品牌形象

並列摘要

This study aimed to investigate the relationship among sports sponsorship, brand awareness, and brand image. It used ATUNAS' sponsorship of ”Climbing Project of the World's Seven Summits” as the research topic. Generally, the primitive motivation that corporations sponsor sports activities is to improve their brand image and increase their brand awareness. Therefore, this study constructed a theoretical model of sports sponsorship for brand awareness and brand image.Based on convenience sampling, this study collected a total of 250 valid questionnaires. Through questionnaire survey and structural equation modeling (SEM), the study constructed an influence model of sports sponsorship on brand awareness and brand image. The result of analysis indicated good model fitness. The findings are as follows:1. sports sponsorship has a positive influence on brand awareness.2. sports sponsorship has a positive influence on brand image.3. brand awareness has a positive influence on brand image.Based on the findings, this study suggested that ATUNAS' sponsorship of the ”Climbing Project of the World's Seven Summits” not only increased its brand awareness, but also improved its brand image. Other corporations of leisure products may follow this example of sports sponsorship. In addition, when corporations participate in sports sponsorship, they can achieve the greatest sponsorship effectiveness and reach out to the consumers.

並列關鍵字

sports sponsorship ； brand awareness ； brand image

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