2004年宏泰人壽盃世界女排大獎賽贊助辨識率與效益之研究

The Study on Sponsorship Recognition and Effect of 2004 Hontai Life Cup World Women's Volleyball Grand Prix

10.29697/JPE.200505.0011

黃娟娟(Chuan-Chuan Huang)；賴永成(Yung-Cheng Lai)；黃宏裕(Hung-Yu Huang)

辨識率 ； 贊助效益 ； 企業形象 ； recognition effect ； sponsorship effect ； enterprise image

輔仁大學體育學刊

4期（2005 / 05 / 31）

151 - 164

繁體中文

It has been a global trend that an enterprise promotes marketing by sponsoring sports tournaments. The main purpose of this study is to investigate the effectiveness of sports sponsorship by an enterprise to promote its company image and consumers' identification. This study surveys the opinions from the audience of 2004 World Grand Women's Volleyball Grand Tournaments Miao-Li Station, by eliciting responses to a questionnaire about the effectiveness of company recognition by enterprise sports sponsorship. There are totally 514 effective responses collected from this survey. Descriptive statistical analysis, t-test, mono-factor variant analysis are used in this study. The major findings are the following: 1) Among all the 514 effective responses, 426 (82.9%) successfully recognize the name of the sponsoring enterprise; 60 (11.7%) give wrong names; 28 (5.4%) can not specify any company names. 2) The results of t-test show males are significantly superior to females in terms of company identification (t-score=5.47;p＜.05). 3) In terms of sponsorship effectiveness, company image, and sports promotion, there are not any significant differences shown between males and females. 4) The results also show males are significantly superior to females in terms of purchasing consideration (t-score=2.19;p＜.05).

It has been a global trend that an enterprise promotes marketing by sponsoring sports tournaments. The main purpose of this study is to investigate the effectiveness of sports sponsorship by an enterprise to promote its company image and consumers' identification. This study surveys the opinions from the audience of 2004 World Grand Women's Volleyball Grand Tournaments Miao-Li Station, by eliciting responses to a questionnaire about the effectiveness of company recognition by enterprise sports sponsorship. There are totally 514 effective responses collected from this survey. Descriptive statistical analysis, t-test, mono-factor variant analysis are used in this study. The major findings are the following: 1) Among all the 514 effective responses, 426 (82.9%) successfully recognize the name of the sponsoring enterprise; 60 (11.7%) give wrong names; 28 (5.4%) can not specify any company names. 2) The results of t-test show males are significantly superior to females in terms of company identification (t-score=5.47;p＜.05). 3) In terms of sponsorship effectiveness, company image, and sports promotion, there are not any significant differences shown between males and females. 4) The results also show males are significantly superior to females in terms of purchasing consideration (t-score=2.19;p＜.05).

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