驗證職業運動球隊品牌權益模式之研究－以中華職棒統一7-ELEVEn獅爲例

An Empirical Study of Testing the Brand Equity Model for a Professional Sport Team: Using UNI LIONS Professional Baseball Team as an Example

10.6569/NTUJPE.200903_(14).0005

張文玫(Wen-Mei Chang)；陳成業(Chen-Yueh Chen)

品牌權益 ； 品牌聯想 ； 品牌知名度 ； brand equity ； brand association ； brand awareness

臺大體育學報

14輯（2009 / 03 / 01）

65 - 80

繁體中文

目的：本研究之主要目的為驗證職業運動球隊品牌權益模式，是否能利用品牌聯想（商標、競爭行為、餐飲部、社會互動、支持程度、球隊歷史、球隊屬性、球隊成就、球隊球員、工作人員）與品牌知名度（認同感、內在化）兩個構面以建構出職業運動球隊品牌權益模式。方法：本研究係透過問卷調查法，問卷修編自Ross，Russell與Bang(2008)之問卷，回收之有效問卷為419份。此次研究對象為統一7-ELEVEn獅主場－台南球場之現場觀眾，並以二階驗證性因素分析(Confirmatory Factor Analysis, CFA)驗證該模式。結果：本研究信度考驗係以Cronbach''''s α係數求取量表內部一致性（數值介於0.72~0.94）；效度分析則使用驗證性因素分析，所得結果表示本研究之建構效度是可被接受的(χ^2/df=2.386、RMSEA=0.058、NNFI=0.98、CFI=0.98)，經由信效度之分析上述結果可得知，本研究量表之信效度可被接受。結論：本研究所建構之品牌權益模式能獲得實證上之驗證，且品牌聯想與品牌知名度能夠有效地建構出品牌權益之模式。

Purpose: This current study was to test the proposed brand equity model for a professional sport team to see if brand equity consists of brand association (logo, competition, concession, social interaction, team history, team attribute, team performance, players and staff) and brand awareness (identification and internalization). Method: Questionnaires were modified from Ross, Russell, & Bang (2008) and distributed to the spectators attending the UNI LIONS baseball games in Tainan Municipal Baseball Stadium using convenience sampling. Four hundred and nineteen usable questionnaires were collected. Second-order confirmatory factor analysis (CFA) was performed to test the proposed model. Results: Both validity and reliability in the present study were ensured. The result of CFA revealed satisfactory validity (χ^2/df = 2.386、RMSEA = .058、NNFI = .98、CFI = .98). Cronbach's α was ranged from 0.72 to 0.94, indicating that satisfactory reliability was obtained. Discussion: The proposed model in the current study to modeling brand equity for a professional sport team was confirmed, meaning that the brand association and the brand awareness comprise a professional sport team's brand equity.

1. 黃中皓、呂佳霙(2005)。職業運動隊建立品牌權益的先決條件與利益。中華體育季刊，19(4)，50-59。
   連結：
2. Aalcer, D. A.(1991).Management brand equily.NY:The Free Press.
3. Brasco, T. C.(1988).How brand name are valued for acquisitions: Report.Cambridge, MA:Marketing Science Institute.
4. Doyle, P.(1990).Building successful brand: The strategic options.Journal of Consumer Marketing,7(2),5-20.
5. Gladden, J. M.,Mime, G. R.(1999).Examining the importance of brand equity in professional brand equity in Division I college athletics.Journal of Sport Management,12(1),1-19.
6. Hair, I. F.,Black, W. C.,Babin, B. J.,Anderson, R. E.,Tatham, R. L.(2006).Multivariate data analysis.New Jersey:Pearson Prentice Hall.
7. Hans, O.,Anamaria, T.(2001).Brand personality creation through advertising.Maastricht Academic Center for Researches in Service.
8. Hoyer, W. D.,Brown, S. P.(1990).Effects of brand awareness on choice for a common, repeat-pu.Journal of Consumer Research,17(2),141-148.
9. Keller, K. L.(1993).Conceptualizing, measuring, and managing customer-based brand equity.Journal of Marketing,57(1),1-22.
10. Kline, R. B.(1998).Principles and practice of structural equation modeling.New York:The Guiford Press.
11. Lassar, W.,Mittal, B.,Sharma, A.(1995).Measuring customer-based brand equity.Journal of Consumer Marketing,12(4),11-19.
12. Mariola, P. V.,Elena, D. B.(2005).Sales promotions effects on consumer based brand equity.International Journal of Market Research,47(2),179-205.
13. Nunnally, J. C.(1978).Psychometric theory.New York:McGraw-Hill.
14. Ross, S. D.(2006).A conceptual framework for understanding spectator-based brand equity.Journal of Sport Management,20,22-38.
15. Ross, S. D.,Russell, K. C.,Bang, H.(2008).An empirical assessment of spectator-based brand equity.Journal of Sport Management,22,232-337.
16. Shocker, A. D.,Weitz, B.,L. Leuthesser(Ed.)(1988).Defining, measuring, and managing brand equity: a conference summary.Cambridge, MA:Marketing Science Institute.
17. 余主惠(2003)。碩士論文(碩士論文)。台北市，國立政治大學。
18. 徐敏哲(2006)。碩士論文(碩士論文)。台北市，銘傳大學。
19. 郭永盛(2006)。碩士論文(碩士論文)。台北市，國立台北大學。
20. 陳振燧(2001)。從品牌權益觀點探討品牌延伸策略。輔仁管理評論，8(1)，33-56。
21. 陳振燧、洪順慶(1998)。顧客基礎的品牌權益建立之研究。管理學報，15(4)，623-642。

1. 陳成業(2010)。職業運動團隊品牌利益、品牌態度、心理承諾與球迷行爲忠誠度關係之研究：以紐約洋基隊爲例。體育學報，43(1)，53-67。
2. 蕭嘉惠(2011)。觀賞性運動商品品牌權益探討。中華體育季刊，25(4)，750-759。