Publication:

運動贊助對品牌權益及消費者回應之影響研究─以威廉瓊斯盃國際籃球邀請賽為例

本研究主要目的為探討企業運動贊助活動對品牌權益及消費者回應的影響，以第三十屆威廉瓊斯盃國際籃球邀請賽為例。研究問卷分為四個部分採用李克特氏五分量表記分，調查對象為第三十屆威廉瓊斯盃之觀賞者，共發放451份問卷，有效問卷為391份，有效問卷率為86.7%。統計方法為描述統計、多變量變異數分析、路徑分析、典型相關分析，經由SPSS12.0 Ver for Windows套裝軟體進行分析。

研究結果發現，企業運動贊助活動對品牌權益有顯著影響，其中「企業印象」、「配適度」愈高，品牌權益也愈高；品牌權益對消費者回應有顯著影響，顯示品牌權益愈高，消費者之購買意願也愈高。因此，企業若想要增加消費者回應，仍需透過品牌權益。

This Study aimed to analyze the impact of Sport Sponsorship on Brand Equity and Consumer Response of the 30th William Jones Cup International Basketball Tournament. Questionnaire for the survey consisted of four sections and measured by Likert 5 points Scale was managed to gather data from spectators attending to the 30th William Jones Cup International Basketball Tournament. The sample was applied and 451 questionnaires were distributed with a 391 valid response (86.7% return rate). The statistics methods were descriptive statistics, MANOVA, Path analysis, Canonical correlation via the software package of SPSS 12.0 for Windows.

The findings of this study show that the corporate sponsored sports have significantly positive effects on brand equity, especially for attitude toward the sponsor and the congruence between sponsor and event. Brand equity has significantly positive effects on consumer response. The more brand equity, relatively the stronger the purchase intention becomes. Therefore, if the corporate want to increase consumer response, it must still through brand equity.