Publication:

職業棒球隊品牌權益衡量構面之建構

在現今多元的社會，球團管理者應將球隊視為一個「品牌」來永續地經營，透過有規劃的品牌管理，與消費者建立一個獨一無二的關係，建構並提升品牌權益，為球隊創造更多且持續利益，而品牌權益衡量指標是品牌權益發展的重要基礎，且目前台灣有關職業運動與品牌權益的研究相當少，因此本研究目的為建構出適合評估台灣職業棒球隊品牌權益之衡量構面及瞭解台灣職棒球隊品牌權益各衡量構面的相對重要程度，最後依研究結果整合出結論，並提出實務與後續研究上的建議。

本研究採用問卷調查法，抽樣方式為便利取樣，本研究架構與問卷主要依據Gladden和Milne (1999) 之「職業運動球隊品牌權益之概念模型」與相關文獻自行編製而成，經過預試及信效度考驗後成為正式問卷。研究對象為中華職棒大聯盟十七年三月至四月間之六場正式球季例行賽的現場觀眾，共發出635份問卷，有效問卷523份，有效回收率為82.4%。資料收集後，以敘述統計、相關分析以及迴歸分析做為統計方式。

下列為本研究之重要結果：一、支持度、娛樂性、球隊識別系統、周邊商品、球隊傳統、球場服務人員、贊助企業形象等七構面對球隊品牌權益有正面顯著影響。二、就構面之相對重要性而言，從標準迴歸係數來判別，高低依序為支持度、娛樂性、球隊識別系統、周邊商品、球隊傳統、球場服務人員、贊助企業形象；從部分相關來判別的話，高低依序則為支持度、娛樂性、球隊識別系統、球隊傳統、周邊商品、球場服務人員、贊助企業形象。本文也針對各結果提出行銷方面的建議，期望能做為職業運動行銷人員之參考與建議。

Brand equity is essential for sport managers. In the new millennium, team management activities evolve from a focus on winning as a means of realizing short-term profits, to a focus on strategic management of the team brand as a means of realizing long-term appreciation in franchise value. Professional sport is a type of entertainment in sport. Fan experience is very important for teams. Teams should utilize brand equity management to satisfy the needs of fans. In addition, it can decrease the effect from uncontrollable marketing factors-team winning.

Brand equity management is new for Taiwan’s 17-year professional baseball history. Since fans place the importance on team victory, managers gradually ignore the importance of brand equity management. Due to the limited researches in Taiwan, the purpose of this study was to explore the brand equity model applied to Taiwan’s professional baseball. This study built on the conceptual framework of brand equity by Gladden and Miline (1999). The antecedents, such as star player, tradition, entertainment, sponsor image and rivalry of the game were the independent variables while the team brand equity was the dependent variable.

Surveys were collected onsite in six regular season games of the Chinese Professional Baseball League (CPBL) in 2006. Five hundred twenty-three surveys were collected during March and April 2006. After data collection, descriptive statistic, factor, reliability, correlation and regression analysis were utilized to analyze. The findings were in the followings:

1.Support, entertainment, team brand identification, merchandise image, tradition, and sponsor image have significant impact on building brand equity.

2.According to β, the orders in relative importance were support, entertainment, team brand identification, merchandise image, tradition, facility stuff and sponsor image. According to part correlation, the orders in relative importance were support, entertainment, team brand identification, merchandise image, tradition, facility stuff and sponsor image.

The study only tested the relationship between antecedents and brand equity in Gladden and Miline’s (1999) model. The connections among brand equity, consequences, antecedents and consequences need to be explored in future studies. In addition, the sample size should be increased as well. There were more marketing implications discussed in the study to assist the team managers to build up a brand equity model, especially in Taiwan’s baseball market.