不同涉入程度下企業贊助形式對品牌權益及購買意願影響之研究

Influence of the Types of Corporate Sponsorship on the Brand Equity and Consumer's Purchase Intentions

10.29916/JMPP.200812.0007

林雅平(Ya-Ping Ling)；蕭銘雄(Ming-Hsiung Hsiao)；康桓甄(Huan-Chen Kang)；韓文仁(Wen-Jen Han)

產品涉入 ； 購買意願 ； 品牌權益 ； 企業贊助 ； product involvement ； purchase intentions ； brand equity ； corporate sponsorship

管理實務與理論研究

2卷4期（2008 / 12 / 01）

123 - 142

繁體中文

近年來在競爭激烈的市場中，各大企業漸轉而透過贊助的效果取代傳統的行銷組合，企業利用最適於本身的贊助形式和活動做緊密的結合，以激起品牌與消費者的共鳴，創造更多的市場商機。本研究的主要目的即在於探討消費者在不同產品涉入程度下，利用金錢、產品不同形式的贊助對品牌權益，以及品牌權益對購買意願的影響。研究結果顯示，企業透過贊助活動的執行可以提昇該企業在消費者心中的品牌權益，且執行產品贊助的效果甚於現金；當品牌權益越高時，購買意願也會相對提高，然消費者對產品的涉入程度並不如預期地扮演贊助形式與品牌權益之間干擾變數的角色。

Industries gradually substitute the corporate sponsorship for conventional marketing mix and select the suitable types of sponsorship combined with the activities to derive the sympathetic responses from the consumers to the brand to create the more business under the market environment of severe competitiveness. The purpose of this study is to explore the influences of different corporate sponsorships to the brand equity, and the brand equity to the consumer's purchasing intentions under the different level of product involvement of consumers. The research results show that the brand equity can be increased via the sponsorship activities and its effects from the product sponsorship is superior to the money sponsorship. In addition, the more the brand equity, the more the intentions of consumer's purchasing. Nevertheless, the level of product involvement does not play the role of interference variables between the types of corporate sponsorship and brand equity.

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