企業運動贊助、品牌個性與品牌認同之研究

The Research of the Relationships among Business Sports Sponsorship, Brand Personality and Brand Identification

吳朝森(Chao- Sen Wu)；李城忠(Cheng- Jong Lee)；陳盈吉(Ying-Chi Chen)；張珈瑛(Chia-Ying Chang)

運動贊助 ； 品牌個性 ； 品牌認同 ； Sport sponsorship ； Brand identification ； Brand personality

臺東大學體育學報

27期（2017 / 12 / 01）

55 - 70

繁體中文

本研究主要探討消費者對於企業運動贊助，品牌個性及品牌認同間關聯性與影響之研究。本研究發放正式問卷1400份，收回1,123份，扣除91份無效問卷後，有效樣本數共為1,032份，回收使用率達73.71％。所得資料經描述性統計分析，t檢定及結構方程模式（SEM）等統計方法進行各項研究假設之驗證。研究結果顯示，運動贊助對於品牌認同無顯著性影響，品牌個性對於品牌認同有顯著正向影響。另，品牌個性為運動贊助對品牌認同的影響關係中具有中介效果綜合上述，企業積極贊助運動相關活動，以利提升品牌認同，提升品牌認同，創造高價值感的產品屬性，產品品牌個性，提升產品價值，提升消費者對於品牌認同，對於企業的永續經營及競爭力提升，有更絕對的幫助。

This research investigates the correlations and influence between business sports sponsorship, brand personality and brand identification. The questionnaires issue 1,400 copies; 1,123 copies is returned; after deducting 91 invalid questionnaires, 1,032 responses are valid and returned rate is 73.71%. The obtained information is verified for the research hypotheses by descriptive statistical analysis, t-test and structural equation modeling (SEM) and other statistical methods. The findings demonstrate sports sponsorship does not significantly influence brand identification; brand personality positively and significantly influence brand identification. Moreover, brand personality has the mediation effect between brand image and brand identification. In summary, the enterprises actively sponsor sports activities and create high-value product attributes and brand personality to promote product value. However, the enterprises strengthen the overall brand image and enhance consumer's brand identification to help business sustainable management and competitiveness.

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