Title

以消費者觀點探討運動贊助效益對品牌知名度與品牌形象之影響-以adidas贊助南部地區之健身工廠為例

Translated Titles

An Investigation of the Impact of Sports Sponsorship Benefit on Brand Awareness and Brand Image in View of Consumers--A Case of Southern Fitness Factory Sponsored by adidas

DOI

10.6829/STU.2014.00176

Authors

陳聖勛

Key Words

運動贊助效益 ; 品牌知名度 ; 品牌形象 ; 健身工廠 ; sports sponsorship benefit ; brand awareness ; brand image ; Fitness Factory

PublicationName

樹德科技大學經營管理研究所學位論文

Volume or Term/Year and Month of Publication

2014年

Academic Degree Category

碩士

Advisor

孔方正

Content Language

繁體中文

Chinese Abstract

本研究目的在於探討運動贊助效益對品牌知名度及品牌形象之關係,並以運動品牌(adidas)贊助健身工廠(柏文健康事業股份有限公司)南部地區為研究對象,了解健身工廠之會員在運動品牌(adidas)贊助後對於該品牌之品牌知名度及品牌形象是否有正相關影響。本研究以分層比例隨機抽樣的方式選取健身工場南部地區各場館之樣本。經回收後有效問卷為468份。在問卷資料處理的部分,本研究以SPSS19.0 及AMOS 21.0統計分析軟體作為分析工具進行研究假設之分析與檢定。 研究結果發現: (一)運動贊助效益對品牌知名度有正向影響; (二)運動贊助效益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; (四)品牌知名度在運動贊助效益對品牌形象之影響中扮演間接中介的效果。 綜合以上研究結果,本研究認為adiaas贊助健身工廠的活動,不僅對adidas企業的品牌知名度、品牌形象有所提升及助益,也可作為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。

English Abstract

The study is to discuss the relationship between sports sponsorship benefits and brand awareness and image, and take the southern fitness factor (Bo Wen Health Stock Company Ltd.) sponsored by sport brand (adidas) as research object, to learn whether there is a positive correlation between membership of fitness factor and brand awareness and image of fitness facility after sponsored by sports brands (adidas). The study selects various stadiums in southern fitness factor as sample by stratified random sampling. And 468 valid questionnaires are collected. In the part of processing questionnaire, the study analyzes and verifies research hypothesis by taking SPSS19.0 and AMOS 21.0 statistical analysis software as an analysis tool. And the results are as following: (1) sports sponsorship benefits has a positive influence on brand awareness; (2) sports sponsorship benefits has a positive impact on brand image; (3) brand awareness has a positive effect on brand image; (4) in the impact of sports sponsorship benefits on brand image, brand awareness plays a role of indirect intermediary. Based on the above results, the study considers that adiaas’ sponsoring on fitness facility is not only help to promote and profit the brand awareness and image, but also to be reference for leisure products industry. While the enterprises are able to develop sponsorship benefits to the fullest extent to affect consumer's heart in-depth.

Topic Category 管理學院 > 經營管理研究所
社會科學 > 管理學
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Times Cited
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  2. 黃秀惠(2013)。鑑識會計應用於商業判斷法則之研究。朝陽科技大學財務金融系學位論文。2013。1-112。