為瞭解贊助高中籃球聯賽(High-school Basketball League,簡稱HBL)對於NIKE品牌權益是否有影響。本研究目的為: 1. 瞭解實施運動贊助與否對NIKE品牌權益之影響。 2. 瞭解參加HBL與否的學校消費者在運動贊助實施對於NIKE品牌權益的影響。 3. 瞭解不同消費者涉入程度在運動贊助實施對於NIKE品牌權益影響。 本次研究對象為900人,是從參加與未參加HBL的學校中,各選取20間學校,每校45名,分前後兩次發放問卷。前測有效問卷率95.66%。後測有效問卷率85.94%。使用描述性統計、重複樣本t檢定、單因子變異數分析等方式分析。研究結果發現: 1. 實行運動贊助對於NIKE品牌權益有顯著影響。顯示實行運動贊助對於NIKE品牌權益有提升的效果。 2. 不論學校是否參加HBL,NIKE在實行運動贊助後,對消費者品牌權益皆有正面影響。 3. 高涉入程度與低涉入程度消費者在NIKE實行運動贊助後,高涉入程度消費者對於NIKE品牌權益有明顯提升,而低涉入程度消費者對於NIKE品牌權益提升較少。 針對研究結果,本研究建議NIKE因藉由運動贊助突顯品牌形象與價值,穩固競爭市場的領導地位。而且運動贊助實施對於高涉入程度的消費者更有強化品牌權益的效果。未來研究可討論參與HBL學校與否與運動贊助實施對於品牌權益的交互影響、深入瞭解未參加HBL品牌權益為何較高、多種賽事之間的比較、施測族群擴大等部分。
In order to understand the sponsorship influences to NIKE’s Brand Equity in sponsoring the event of High-school Basketball League (HBL). The purposes of this study were: 1. To understand that how the sponsorship influences NIKE’s Brand Equity. 2. To understand the student-consumers’ attitude (from HBL member schools and non-HBL schools) toward NIKE’s Brand Equity. 3. To understand the different involvement consumers’ attitude toward NIKE’s sponsorship in terms of Brand Equity. The subjects of this study were selected from junior high school students (900 Students in total from 20 HBL member-schools and 20 non-HBL schools). There were 45 students were selected from each school. The return rate of pre-sponsorship was 95.66% and 85.94% for the after-sponsorship. Description statistics, t-test, correlated sample and one-way ANOVA were applied for the results: 1. There was a significant influences on NIKE’s brand equity in sponsoring HBL. HBL sponsorship can increase NIKE’s brand equity. 2. Both the students from HBL member-schools and non-HBL schools have the same positive attitude toward NIKE’s brand equity after HBL sponsorship. 3. There was a significant increase of NIKE’s brand equity for both high involvement and low involvement students in terms of HBL sponsorship. Based on the findings, It was suggested that sponsoring HBL did increase NIKE’s brand image and value, and reinforce its the leading status in market. In addition, the NIKE brand equity will be higher in sponsoring sport event in terms of high involvement students’ perception. The cross influence study of sponsorship and brand equity is recommended for further study.