贊助品牌之自我形象一致性對贊助企業品牌權益之影響

The Influence of Self-Congruity with Sponsor Brand on Sponsor's Brand Equity

王智弘(Chih-Hung Wang)；湯雅云(Ya-Yun Tang)

自我形象一致性 ； 品牌認同 ； 運動涉入 ； 贊助企業品牌權益 ； self-congruity ； brand identification ； sports involvement ； sponsor's brand equity

行銷評論

13卷3期（2016 / 09 / 01）

291 - 311

繁體中文

本研究主要探討贊助品牌之自我形象一致性與贊助企業品牌權益間的關係，並納入品牌認同藉以探討其中介效果。同時，考量不同球迷運動涉入程度高低，本研究亦比較高、低運動涉入球迷在贊助品牌之自我形象一致性－品牌認同－贊助企業品牌權益之關係上是否有所差異。實證樣本選取自中信兄弟（前身為兄弟象）球迷，獲得有效問卷216份，並使用偏最小平方法(PLS-SEM)進行量表信效度分析與假設檢定。實證結果顯示，贊助品牌之自我形象一致性可藉由品牌認同提升贊助企業的品牌權益。此外，品牌認同具有部分中介效果，而高、低運動涉入球迷在贊助品牌之自我形象一致性對品牌認同的關係上具有差異。研究結果指出，贊助企業需考慮球迷對贊助品牌之自我形象一致性，藉以強化對贊助品牌的認同，進而提升贊助企業品牌權益。同時，對於運動涉入程度不同的球迷，贊助企業也應採行不同的行銷策略，如此更能有效達成強化贊助企業品牌權益之目的。

The purpose of this study is to investigate the relationship between self-congruity with sponsor brand on sponsor's brand equity by introducing brand identification as a mediator. Moreover, this study compares the difference between fans with high and low sports involvement in this relationship. 216 useful questionnaires were received from Brother Elephants fans. By using PLS-SEM, the results showed that self-congruity positively enhance sponsor's brand equity via brand identification. In addition, brand identification has been confirmed to have partial mediating effect. High versus low sports involvement fans have differences on the self-congruity-brand identification relationship. Based on these findings, some managerial suggestions are provided.

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