Event Marketing and Brand Loyalty in Chinese Professional Baseball League: Brand Identification as a Mediator

中華職棒活動行銷與品牌忠誠度之研究－以品牌認同為中介變數

10.6547/tassm.2017.0006

簡志宜(Chih-I Chien)；陳建榮(Jin-Long Chen)

event marketing ； brand identification ； brand loyalty ； professional sport ； mediating effect ； 活動行銷 ； 品牌認同 ； 品牌忠誠 ； 職業運動 ； 中介效應

臺灣體育運動管理學報

17卷2期（2017 / 12 / 01）

135 - 161

英文

Purpose: Professional sport franchises have long been focusing on how to generate more revenue by increasing brand loyalty of fans through various means. Given the unique nature of professional sports, event marketing is an important attribute within this product category. While past research has indicated brand positioning has a strong effect on consumer loyalty, it is worth studying how event marketing influences consumer brand loyalty on a professional sport basis. The purpose of the study was to assess the effects of brand identification on the relationship between event marketing and brand loyalty. Methods: Three scales measuring event marketing, brand identification, attitudinal loyalty and behavioral loyalty were employed in this study. A random sampling technique was used and 240 usable surveys were collected. Structural equation modeling technique was employed to examine the mediating effect of brand identification on the relationship between event marketing and brand loyalty. Results: Event marketing has both direct and indirect effects on brand loyalty. Brand identification served as a partial mediator in the relationship between event marketing and brand loyalty. Conclusion: Based on the results, the mediating role of brand identification indicated event marketing strategies should focus more on how to attract consumers and have them engaged with the brand. To be more specific, events should be created for those who are yet to be highly identified with the brand to enhance their loyalty towards the brand.

目的：一直以來，職業球隊不斷的透過各種方式以提高球迷的品牌忠誠度來增加收入。而因為產品特性的不同，活動行銷一直是此產品類別中的重要元素之一。過去研究指出，品牌定位對於消費者忠誠度具有相當的影響力。然而就職業運動而言，活動行銷對於消費者品牌忠誠度的影響是個值得探究的問題。本研究旨在檢視中華職棒消費者的品牌認同度對於活動行銷及品牌忠誠度關係所產生的效應。方法：本研究採用三種量表分別測量活動行銷、品牌認同度及品牌忠誠度。本研究採隨機抽樣，共收回有效問卷共240份並透過結構方程式來分析品牌認同度的在活動行銷及品牌忠誠度的中介效果。結果：活動行銷與品牌忠誠度之間同時具有直接與間接關係，品牌認同在此關係上具有部份中介效果。結論：根據本研究結果，活動行銷策略應著重於吸引消費者並使其與品牌產生共鳴。而活動行銷策略的發展更應針對尚未對品牌產生高度認同的消費者以增加其品牌忠誠度。

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