题名

品牌定位對棒疊球用具消費族群態度忠誠與行為忠誠的強化效果

并列篇名

Enhancing Effect on Brand Positioning to Attitudinal Loyalty and Behavioral Loyalty of Baseball/Softball Equipment Consumers

作者

陳建榮(Jin-Long Chen)；謝立文(Li-Wen Hsieh)

关键词

運動行銷 ； 運動品牌 ； 運動用品 ； sport marketing ； sport brand ； sporting goods

期刊名称

行銷評論

卷期/出版年月

13卷1期（2016 / 03 / 01）

页次

37 - 61

内容语文

繁體中文
中文摘要

本研究主要目的在於以品牌策略（品牌定位與活動行銷）經由影響消費者的品牌認同與品牌人格，進而影響消費者的品牌態度忠誠與行為忠誠為理論模型，探討使用品牌策略有效地影響消費者的品牌忠誠。此研究以棒壘球運動用具品牌為例，探討品牌定位與活動行銷對於棒壘球用具消費者的品牌忠誠之影響。研究以棒壘球運動參與者為施測對象，實施問卷調查方式於臺灣北、中、南地區的棒壘球場收集了368份有效問卷，並運用結構方程式模型做實證分析。研究的結果顯示，品牌定位影響消費者的品牌認同與品牌人格，進而影響消費者的品牌態度忠誠與行為忠誠。因此，此研究之結果建議棒壘球用具品牌，應該長期投入在建立自身的品牌定位，藉著明確的品牌定位在消費者心中與市場上的競爭對手做有效的區隔。
英文摘要

The purpose of this study is to investigate brand strategies (event marketing and brand positioning) that influence consumers’ attitudinal loyalty and behavioral loyalty through brand identification and brand personality in the case of baseball and softball equipment brand consumption. The current study is one of the first to demonstrate the relationship between brand strategies and attitudinal/behavioral loyalty in an executive population. This work conducted the survey method and collected 368 effective consumer samples from the population of baseball and softball participants in north, middle, and south areas of Taiwan using the purposive sampling method. The findings showed that brand positioning substantially influences both attitudinal loyalty and behavioral loyalty through brand identification and brand personality. Therefore, the results of the study suggest baseball and softball equipment brands should invest a long-term work of positioning their brands to distinguish themselves from competitors rather than just hold a short-term event.
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. 楊雅琪(2018)。運用 TOPSIS 在運動產業供應商評估與選擇。運動休閒餐旅研究，13(4)，39-55。
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