進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-1507201113100000
論文名稱(中文) 贊助型式對品牌認同暨消費者行為之影響
論文名稱(英文) The Effect of Sponsorship on Brand Identification Building and Consumer Behaviors
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 99
學期 2
出版年 100
研究生(中文) 林雨萱
研究生(英文) Yu-Hsuan Lin
學號 R46981249
學位類別 碩士
語文別 英文
論文頁數 174頁
口試委員 指導教授-賴孟寬
口試委員-蔡東峻
口試委員-劉佳玲
中文關鍵字 品牌認同  贊助型式  購買意願  品牌忠誠度 
英文關鍵字 Brand Identification  Condition of Sponsorship  Brand Loyalty 
學科別分類
中文摘要 本研究主要探討品牌認同的形成及影響效果。為了探討如何建構品牌認同,以及品牌認同對消費者在購買意願和品牌忠誠度上的影響,本研究分成兩個研究進行,並以休閒鞋作為本研究的研究產品。
研究一旨在探討品牌認同如何形成,以及不同的贊助型式(單一品牌獨家贊助、多品牌聯合贊助)對品牌認同的建立是否有所影響。為衡量贊助活動對品牌認同的形塑效果,研究一所選用的研究品牌是Timberland和一虛構品牌「Forameu」,為一2x3的受試者間實驗設計,共回收177份有效問卷。研究二的目的是探討品牌認同的建立是否具有提升消費者購買意願和品牌忠誠度的效果,並選用Nike作為研究品牌,共回收339份有效問卷。本研究的研究結果如下所述:
1.創造品牌吸引力可帶來消費者的品牌認同。
2.自我形象與品牌形象的一致性、品牌獨特性,以及品牌聲譽是有效提升該品牌吸引力的來源。
3.對消費者有一定熟悉度的品牌而言,單一品牌獨家贊助比多品牌聯合贊助能夠提升其品牌聲譽且效果具有顯著差異;然而,對知名度低的新品牌而言,多品牌聯合贊助的效果並不會比單一品牌獨家贊助的效果遜色。
4.建立品牌認同比提升知覺價值更能帶來消費者的購買意願和品牌忠誠度。
5.知覺價值對品牌認同產生購買意願和品牌忠誠度具有部分中介效果。
英文摘要 Establishing emotional bond between customers and the brand and the satisfaction of customers’ psychological needs are regarded as key factors in contributing to brand equity. Hence, it is important to understand how to shape brand identification which is regarded as having the ability to arouse emotional response (i.e., commitment) from consumers (Ahearne, Bhattacharya, & Gruen, 2005; Bergami & Bagozzi, 2000). Accordingly, there are two purposes of this research. First, this research tries to explore how to build brand identification in consumers’ minds. Second, this study examines the effect of brand identification on purchase intention and brand loyalty. Two studies were conducted to investigate the research issues. Study I is explores the antecedents of brand identification and whether sponsorship condition would affect the effect of sponsorship on building brand identification. There are two brands involving in study I (i.e., Timberland and Forameu, which is a fictional brand). Study II examines the effect of brand identification with Nike as an example. The research findings can be concluded as the followings. First, brand identification can be improved through brand attractiveness, and self-congruity, brand distinctiveness, and brand prestige can help to enhance brand attractiveness. Second, for a brand with some familiarity, the effect of single sponsorship on building brand prestige is higher than multiple sponsorships. Third, there is a positive effect of brand identification on perceived value, purchase intention, and brand loyalty. Fourth, in developing brand loyalty, the impact of brand identification is higher than perceived value. Fifth, there is a partial mediating effect of perceived value from brand identification to purchase intention and brand loyalty.
論文目次 摘要 I
ABSTRACT II
誌謝 III
CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES X
CHAPTER I INTRODUCTION 1
Research Background and Motivation 1
Research Objectives 2
Research Procedures 5
CHAPTER II LITERATURE REVIEW 6
Study I 6
Social identity theory 6
Brand identification 7
The relationship between brand attractiveness and brand identification 8
The relationship among self-congruity, brand distinctiveness, brand prestige and brand attractiveness 9
Sponsorship and brand image transfer 11
The effect of the type of sponsorship on self-congruity, brand distinctiveness and brand prestige 12
Conceptual Model 15
Study II 17
The relationship among purchase intention, brand loyalty and brand identification 17
The relationship between brand identification and perceived value 19
The relationship among perceived value, purchase intention and brand loyalty 20
The relationship between variety seeking tendency and brand loyalty 22
Conceptual Model 23
CHAPTER Ⅲ STUDY I-- The Building of Brand Identification 25
Research Product Sponsored Event, and Brand Selection 25
Operational Definition of Research Variables 26
Independent Variable 27
Dependent Variable 28
Pretest I 34
Pretest II 40
Modifications 45
Formal Data Collection 46
Results and Discussions 48
Data Handing 48
Data Coding 49
Validity and Reliability 52
Overall Model Fit 62
Variable Indexes 63
Hypothesis Testing 63
Other Findings 74
CHAPTER IV STUDY II--Examining the Effect of Brand Identification 77
Research Product and Brand Selection 77
Operational Definition of Research Variables 78
Independent Variable 78
Mediating Variable 79
Dependent Variable 79
Moderating Variable 81
Pretest 84
Modifications 89
Formal Data Collection 90
Results and Discussions 94
Data Handling 94
Data Coding 95
Validity and Reliability 98
Overall Model Fit 104
Variable Indexes 104
Hypothesis Testing 105
Other Findings 111
CHAPTER V CONCLUSIONS AND SUGGESTIONS 115
Conclusions 115
Empirically tested model 120
Academic Contribution 121
Managerial Implications 122
Limitations and Suggestions for Future Research 124
REFERENCES 126
Appendix A: Pretest for Formal Questionnaire for Study I 135
Appendix B: Pretest for Examining the Fit of the Sponsored Event 140
Appendix C: Pretest for Formal Questionnaire for Study II 145
Appendix D: Hard Copy Version of Formal Questionnaire for Study I 149
Appendix E: Online Formal Questionnaire for Study I 155
Appendix F: Hard Copy Version of Formal Questionnaire for Study II 165
Appendix G: Online Formal Questionnaire for Study II 169

參考文獻 Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research (JMR), 36(1), 45-57.
Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of Applied Psychology, 90(3), 574-585.
Ambler, T. (1995). Reflections in China: Re-orienting images of marketing. (cover story). Marketing Management, 4(1), 22-30.
Arbuckle, J. L. (2003). Amos 5.0 Update to the Amos User’s Guide. Chicago: Small Water Corporation.
Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.
Baumgartner, H., & Steenkamp, J.-B. E. M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121-137.
Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management, 9(3), 193-209.
Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76-88.
Biel, A. L. (1991). The brandscape: converting brand image into equity. ADMAP, 26(10), 41-46.
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), RC-6-RC-12.
Bivainienė, L. (2007). Brand image conceptualization: The rule of marketing communication. PREKĖS ŽENKLO ĮVAIZDŽIO KONCEPTUALIZAVIMAS: MARKETINGO KOMUNIKACIJOS VAIDMUO., 304-310.
Bloemer, J. M. M., & Kasper, H. D. P. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311.
Boyd, T. C., & Mason, C. H. (1999). The link between attractiveness of ‘extrabrand’ attributes and the adoption of innovations. Journal of the Academy of Marketing Science, 27(3), 306-319.
Byrne, B. M. (2001). Structural equation modeling with AMOS: Basic concepts, applications, and programming. New Jersey: Lawrence Erlbaum.
Callarisa Fiol, L. J., Bigne Alcaniz, E., Moliner Tena, M. A., & Garcia, J. S. (2009). Customer loyalty in clusters: Perceived value and satisfaction as antecedents. Journal of Business-to-Business Marketing, 16(3), 276-316.
Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer-brand relationships in sport: brand personality and identification. International Journal of Retail & Distribution Management, 37(4), 370-384.
Carrillat, F. A., Lafferty, B. A., & Harris, E. G. (2005). Investigating sponsorship effectiveness: Do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship arrangements? Journal of Brand Management, 13(1), 50-64.
Chang, H. H., Wang, Y.-H., & Yang, W.-Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423-443.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chavanat, N., Martinent, G., & Ferrand, A. (2009). Sponsor and sponsees interactions: Effects on consumers' perceptions of brand image, brand attachment, and purchasing intention. Journal of Sport Management, 23(5), 644-670.
Chien, P.-H. M., Cornwell, T. B., & Stokes, R. (2005). A theoretical framework for analysis of image transfer in multiple sponsorships. Paper presented at the meeting of ANZMAC 2005 Conference, Perth, Australia.
Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of Business Research, 58(3), 268-276.
Cornwell, T. B., Roy, D. P., & Steinard II, E. A. (2001). Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity. Journal of Advertising, 30(2), 41-51.
Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34(2), 21-42.
Currás-Pérez, R., Bigné-Alcañiz, E., & Alvarado-Herrera, A. (2009). The role of self-definitional principles in consumer identification with a socially responsible company. Journal of Business Ethics, 89(4), 547-564.
DeVellis, R. F. (1991). Scale development theory and applications. Newbury, CA: Sage Publications.
Dodds,W.B., Monroe, K.B., & Grewal, D. (1991). Effects of prices, brand, and store information on buyers' product evaluations. Journal of Marketing Research, XXVIII, 307-319.
Dolich, I.J. (1969) Congruence relationship between self-image and product brands. Journal of Marketing Research, 6, 80-84.
Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(2), 239-263.
E-ICP. (2010). Eastern integrated consumer profile database. Taiwan: Eastern Online Co., Ltd.
Einwiller, S. A., Fedorikhin, A., Johnson, A. R., & Kamins, M. A. (2006). Enough is enough! When identificaiton no longer prevents negative corporate associations. Journal of Academy of Marketing Science, 34 (2), 185-195.
Erevelles, S., Roy, A., & Yip, L. S. C. (2001). The universality of the signal theory for products and services. Journal of Business Research, 52(2), 175-187.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research (JMR), 18(1), 39-50.
Fortunato, J. A. (2009). Using sponsorship as a form of public relations: A case study of Chevrolet and Major League Baseball. Journal of Sponsorship, 2(4), 330-339.
Grewal, D., Krishnan, R., Baker, J., & Robin, N. ( 1998). The effect of store name, brand name and price discounts on consumers evaluations and purchase intentions. Journal of Retailing, 74, 331-352.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2), 46-59.
Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275.
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), 47-57.
Gwinner, K. P., Larson, B. V., & Swanson, S. R. (2009). Image transfer in corporate event sponsorship: Assessing the impact of team identification and event-sponsor fit. International Journal of Management & Marketing Research (IJMMR), 2(1), 1-15.
Hair, J. F., William, C. B., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis. New Jersey: Pearson University Press.
Helgeson, J. G., & Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality. International Journal of Market Research, 46(2), 205-233.
Hogg, M. A., & Terry, D. J. (2000). Social identity and self-categorization processes in organizational contexts. Academy of Management Review, 25(1), 121-140.
Hutchinson, J. W., & Alba, J. W. (1991). Ignoring irrelevant information: Situational determinants of consumer learning. Journal of Consumer Research, 18(3), 325-345.
Johan, G. V., & Pham, M. T. (1999). Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research (JMR), 36(3), 299-312.
Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122-132.
Kahn, B. E., Kalwani, M. U., & Morrison, D. G. (1986). Measuring variety-seeking and reinforcement behaviors using panel Data. Journal of Marketing Research (JMR), 23(2), 89-100.
Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732-742.
Keller, K. L. (1993). Conceptualizing, measuring, managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2001). Building customer-based brand equity. (cover story). Marketing Management, 10(2), 14-19.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139–155.
Kim, C. K., Han, D., & Park, S.-B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206.
Kline, R. B. (1998). Principles and practice of structural equation modeling. New York : Guildford Press.
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D.-J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964.
Kuenzel, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17(5), 293-304.
Kwon, H. H., Trail, G., & James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4), 540-554.
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128-146.
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11.
Lee, J. W. (2009). Relationship between consumer personality and brand personality as self-concept: From the case of Korean automobile brands. Academy of Marketing Studies Journal, 13(1), 25-44.
Lichtlé, M.-C., & Plichon, V. (2008). Understanding better consumer loyalty. Recherche et Applications en Marketing (English Edition), 23(4), 121-140.
Liu, T.-C., Wang, C.-Y., & Wu, L.-W. (2010). Moderators of the negativity effect: Commitment, identification, and consumer sensitivity to corporate social performance. Psychology & Marketing, 27(1), 54-70.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement Process. Journal of Consumer Research, 16(3), 310-321.
Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10, 35-47.
Meenaghan, T., & Shipley, D. (1999). Media effect in commercial sponsorship. European Journal of Marketing, 33 (3/4), 328-347.
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., et al. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
Odin, Y., Odin, N., & Valette-Florence, P. (2001). Antecedents and consequences of brand loyalty: An empirical study. Journal of Business Research, 53, 75-84.
Özsomer, A., & Altaras, S. (2008). Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1-28.
Park, S.-Y., & Lee, E. M. (2005). Congruence between brand personality and self-image, and the mediating roles of satisfaction and consumer-brand relationship on brand loyalty. Asia Pacific Advances in Consumer Research, 6, 39-45.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145.
Pham, M. T., & Johar, G. V. (2001). Market prominence biases in sponsor identification: Processes and consequentiality. Psychology & Marketing, 18(2), 123-143.
Poon, D. T. Y., & Prendergast, G. (2006). A new framework for evaluating sponsorship opportunities. International Journal of Advertising, 25(4), 471-487.
Raju, P. S. (1980). Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of Consumer Research, 7(3), 272-282.
Río, A. B. d., Váquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(4/5), 410-425.
Ruth, J. A., & Simonin, B. L. (2003). Brought to you by brand A and brand B. Journal of Advertising, 32(3), 19-30.
Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J.-O., Kye-Sung, C., Claiborne, C. B., et al. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241.
Sirgy, M. J., Lee, D. J., Johar, J. S., & Tidwell, J. (2008). Effect of self-congruity with sponsorshipon on brand loyalty. Journal of Business Research, 61(10), 1091-1097.
Smith, G. (2004). Brand image transfer through sponsorship: A consumer learning perspective. Journal of Marketing Management, 20(3/4), 457-474.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
Stets, J. E., & Burke, P. J. (2000). Identity theory and social identity theory. Social Psychology Quarterly, 63(3), 224-237.
Tajfel, H. (1972). Social categorization (English translation of La categorization sociale). Introduction á la Psychologie Sociale, l (1), 272-302.
Van Tripj, H. C. M., Hoyer, W. D., & Inman, J. J. (1996). Why switch? Product category-level explanations for true variety-seeking behavior. Journal of Marketing Research (JMR), 33(3), 281-292.
Vogel, E. K., Woodman, G. F., & Luck, S. J. (2001). Storage of features, conjunctions, and objects in visual working memory. Journal of Experimental Psychology / Human Perception & Performance, 27(1), 92-114.
Webster, J. F. E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4), 1-17.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2021-12-31起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw