本研究係以品牌個性的觀點,探討如何增加中華職棒球隊之球迷認同感。本研究探討職棒球隊之品牌個性的前置變數(包括CIS企業識別系統、球隊成員形象、與母公司形象),與其結果變數(即球隊認同感);此外,並利用Aaker(1997)之品牌個性量表試圖評估出四支球隊的品牌個性。本研究採用網路問卷進行發放,將問卷發放訊息張貼在各球隊官方網站留言板與球迷部落格,並使用e-mail轉寄問卷訊息,總共回收470份問卷。研究結果顯示,CIS、成員形象、與母公司形象均能顯著地影響品牌個性之構面;而品牌個性亦能顯著地提升球隊認同感。本研究期在實務上可有效提昇球迷對於職棒球團的認同感,以促進職棒運動的發展;並期在學術上能促進國內對於品牌與運動行銷研究的重視。
This study attempts to examine how to enhance CPBL team's identification by means of brand personality. Specifically, we focus on the antecedents of brand personality (i.e., CIS, player's image, and parent company's image) and its consequence (i.e., fan's identification). In addition, Aaker's (1997) measurement of brand personality is used to evaluate four team's brand personality. This study uses internet-based questionnaire to collect data. The related information of questionnaire was posted on CPBL teams' official websites and related blogs. Besides, we also forwarded information of questionnaire by e-mail. Finally, 470 valid questionnaires were obtained in total. The results found that CIS, player's image, and parent company's image could significantly influence dimensions of brand personality. Moreover, brand personality can significantly enhance the levels of team's identification. Our findings not only provide a new way to contribute to the development of CPBL but also arouse academic attention to the role of brand on sport marketing.
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