高雄市桌球參與者對企業贊助桌球的品牌形象之研究

周佳怡 ； 黃美珍

《高師大體育》 11期 (2013/07) Pp. 28-48

https://doi.org/10.6305/PENKNU.2013.11.3

摘要

本研究旨在瞭解高雄市桌球參與者對企業贊助桌球的品牌形象之現況，並探討不同背景變項之參與者對企業贊助桌球的品牌形象之差異情形。調查工具為自編問卷，回收有效問卷423份。問卷經描述性統計、單因子多變量分析及典型相關進行資料分析後，獲致以下結果：一、高雄市桌球參與者以男性、中年、大學／大專學歷、軍公教人員、高可支配所得、高運動涉入之民眾為主，對合作金庫的企業辨識度最高。二、高雄市桌球參與者對企業贊助的品牌形象僅達普通。三、不同性別、年齡層及教育程度之參與者對企業贊助的品牌形象看法達顯著差異。最後建議企業應鞏固不同族群，擴展贊助管道。而桌球協會應主動尋找企業合作。未來研究可針對不同活動、對象及配合訪談方式進行研究。

關鍵字

企業贊助 ； 桌球 ； 品牌形象

並列摘要

The purpose of this study was to understand the current situation of brand image of corporate sponsorship on table tennis for the table tennis club participants in Kaohsiung. Secondly, in order to discuss the different background participants of the discrepancies on brand image. The questionnaire was used as a tool, 423 valid questionnaires were retrieved. This study applied descriptive statistics, Hotelling Trace, one-way MANOVA. The conclusions of the study are as follows: (1) Most of the participants in Kaohsiung were male, married, aged 41-50, educational of college, public or military officers, high income, high involvement with exercise. The highest in identify was The Cooperative Bank. (2) The evaluation of brand image among table tennis club participants in Kaohsiung was normal. (3) There were significant discrepancies on brand image among the participants which were such as gender, age, educated.The study proposed corporate should to consolidate different groups, extend the sponsored pipeline, and Table Tennis Association should be seek business cooperation. Finally, further studies were recommended that the research needs to consider different activities and group through interviewing.

並列關鍵字

corporate sponsorship ； table tennis ； brand image