题名

企業贊助對消費者品牌態度之影響

并列篇名

A Study of the Effect of Corporate Sponsorship on Consumers' Brand Attitude

DOI

10.29931/MR.200706.0004

作者

李元恕(Yuan-Shuh Li)；賴心怡(Hsin-Yi Lai)

关键词

贊助 ； 品牌形象移轉 ； 贊助者可信度 ； 贊助者情感 ； 品牌態度 ； Sponsorship ； Brand Image Transfer ； Sponsor Credibility ； Sponsor Affect ； Brand Attitude

期刊名称

行銷評論

卷期/出版年月

4卷2期（2007 / 06 / 01）

页次

187 - 219

内容语文

繁體中文
中文摘要

本研究的目的在於探討企業贊助對消費者品牌態度之影響。以企業贊助運動賽事爲主要之探討範圍，研究結果發現， 消費者對活動的喜愛程度對於品牌形象轉移並無顯著影響，但對贊助者可信度及情感則有顯著的影響。活動的認知地位對於企業運動贊助效益皆無任何顯著的影響。消費者對贊助者的態度及贊助者與活動之間的一致性均會顯著地影響企業運動贊助的效益。最後，在贊助效益對於品牌態度影響的部分，對贊助者的可信度確實對於提升品牌態度有所幫助，但品牌形象轉移及對贊助者的情感對於品牌態度則皆無顯著影響。
英文摘要

The purpose of this research is to examine the effect of corporate sponsorship on consumers' brand attitude. The test results indicate that while the effect of personal liking of the event on brand image transfer is not significant, it still exerts significant influence on sponsor credibility and affect. Consumer perceived status of the event has no influence on sponsorship benefits. Consumer attitude toward the sponsor and congruence between sponsor and event generate a significant effect on sponsorship benefits. Finally, sponsor credibility can actually enhance consumers' brand attitude. However, both brand image transfer and sponsor affect have no significant influence on brand attitude.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. Yang, Pei-Chi、Kung,Chaang-Yung、Hsieh, Ming-Yuan(2011)。網路行銷中企業運動贊助之感性因素研究。行銷評論，8(3)，351-366。
  2. 蔡佳靜、吳奇玲(2011)。以配適假說探討代言人與贊助事件一致性以及贊助商與贊助事件一致性之廣告效果─企業贊助公益活動為例。商略學報，3(1)，53-65。
  3. 陳盈吉、張珈瑛、李城忠、吳朝森(2017)。企業運動贊助、品牌個性與品牌認同之研究。台東大學體育學報，27，55-70。
  4. 張景弘、高俊雄、徐世同(2012)。泳渡參賽者心流體驗與運動賽會贊助態度。台灣體育運動管理學報，12(4)，343-364。
  5. 張景弘、高俊雄、徐世同(2012)。運動賽會觀眾贊同與贊助品牌配適對贊助者偏好之研究。台灣體育運動管理學報，12(1)，1-24。
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