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系統識別號 U0026-1905201516023100
論文名稱(中文) 運動贊助行銷對品牌權益及銷售額之影響
論文名稱(英文) The Impact of Sport Sponsorship on Brand Equity and Sales
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 103
學期 2
出版年 104
研究生(中文) 陳立馨
研究生(英文) LI-Hsin Chen
學號 R66014096
學位類別 碩士
語文別 中文
論文頁數 51頁
口試委員 指導教授-蔡東峻
指導教授-張紹基
口試委員-賴孟寬
口試委員-劉佳玲
中文關鍵字 運動贊助行銷  品牌權益  銷售額 
英文關鍵字 Sport Sponsorship  Brand Equity  Sales 
學科別分類
中文摘要 近幾年來,贊助行銷是企業所運用的行銷方法中成長最快速的,全球的贊助金額逐年攀升,其中,運動賽事的贊助費用占全球金額的比例高達69%,而過往研究亦指出贊助行銷有利於品牌建立與銷售額提升,因此本研究希望針對奧運賽事的贊助,驗證贊助金額與品牌權益、銷售額的關係。
景氣循環與廣告支出存在負相關,當景氣下滑,投入越多廣告支出,效益越好;相反的,企業成長機會、廣告支出與企業績效表現間為正向關係。因此,本研究欲探討景氣循環與企業成長機會如何干擾贊助金額對品牌權益、銷售額。此外,同業競爭者採取伏擊式行銷時,將模糊消費者對於贊助商品牌的印象,減損贊助行銷之效益,故本研究將討論同業競爭策略是否干擾贊助金額對品牌權益、銷售額。
為驗證上述研究目的,本研究參考相關文獻,建立研究架構並蒐集次級資料,以探討贊助金額與品牌權益、銷售額之關係,和景氣循環、企業成長機會與同業競爭策略之干擾效果。樣本共計67份,分析資料所得的結論如下:
1.贊助金額等級越高,品牌權益提升越多,但贊助金額等級與銷售額無顯著關係。
2.景氣循環並未顯著干擾贊助金額等級與品牌權益、銷售額之關聯性。
3.企業成長機會正向干擾贊助金額等級與品牌權益、銷售額之關聯性。
4.伏擊式行銷負向干擾贊助金額等級對銷售額之影響,但未顯著干擾與品牌權益之關聯性。
英文摘要 Sponsorship has been the most rapidly growing method of marketing in the past 30 years, and the previous literatures found that sponsorship is good for the brand and financial performance of sponsors. Therefore, this study is trying to investigate whether the expenditure of sport sponsorship will influence brand equity and sales. Moreover, we will evaluate the moderating effect of economic cycle, firms’ growth opportunities and ambush marketing. In order to understand above topics, we examined corresponding references, established research framework, and analyzed 67 secondary data. The conclusions are as follows: (1) The higher the expenditure of sport sponsorship, the more the brand equity increases. However, the expenditure of sport sponsorship does not have significant impact on sales. (2) The moderating effect of economic cycle is not significant on brand equity and sales. (3) Firms’ growth opportunities positively influence the relationship between sponsorship expenditure, brand equity, and sales. (4) Ambush marketing decreases the impact of sponsorship expenditure on brand equity, but does not have significant moderating effect on sales.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 6
第二章 文獻探討 7
第一節 贊助行銷 7
第二節 品牌權益與銷售額 12
第三節 景氣循環 14
第四節 企業成長機會 16
第五節 同業競爭策略 18
第三章 研究方法 20
第一節 研究架構與假設 20
第二節 資料蒐集 21
第三節 資料分析方法 25
第四章 結果分析與討論 29
第一節 樣本結構與敘述統計 29
第二節 相關分析 30
第三節 贊助行銷與品牌權益、銷售額之關係 32
第四節 景氣循環、成長機會、同業競爭策略之干擾效果 34
第四節 小結 39
第五章 結論與建議 40
第一節 研究結論 40
第二節 理論意涵 42
第三節 管理實務建議 42
第四節 研究限制與未來研究建議 43
參考文獻 46
參考文獻 網站部分
International Events Group http://www.sponsorship.com/
Interbrand Group http://interbrand.com/en/Default.aspx
Official Website of the Olympic Movement http://www.olympic.org/
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