中華職棒大聯盟企業贊助品牌知名度、贊助事件一致性與贊助效益之研究

Abstract

本研究旨在探討中華職棒大聯盟現場觀眾對於企業贊助品牌知名度、贊助事件一致性對贊助效益之影響。透過問卷調查法，將蒐集的資料彙整統計後， 以描述性統計、獨立樣本 t 檢定、單因子變異數分析、多元逐步迴歸分析來對有效樣本進行分析及驗證。研究結果為：一、中華職棒大聯盟進場觀眾在「性別」、「進場觀賽頻率」、「觀賞體育頻道頻率」在品牌知名度之「品牌辨識」、「品牌回想」、「品牌象徵」有顯著差異。二、中華大聯盟進場觀眾各人口背景皆不會影響「贊助事件一致性」之「產品一致」與「形象一致」的差異。三、中華職棒大聯盟進場觀眾在「進場觀賽頻率」、「觀賞運動頻道頻率」會影響贊助效益之「形象認知」、「購買意圖」、「品牌認知」之差異。四、中華職棒大聯盟進場觀眾贊助企業品牌知名度對贊助效益具解釋力，其中以「品牌象徵」之預測力最強。五、中華職棒大聯盟進場觀眾企業贊助事件一致性對贊助效益具解釋力，以「產品一致」預測力最高。有鑒於此，本研究提出以下建議：一、企業必須考量不同階層的差異，做適時彈性調整的品牌行銷策略。二、 企業應考量企業品牌與活動的安排是否與此次此運動賽會有相關性，以利企業品牌與運動賽會活動的結合，達到現場觀眾該企業品牌接收之訊息。

This study was to reveal the relations among the brand awareness, sponsor-event fit and sponsor effect of corporate sponsorship in the CPBL. According to the data colleted from the internet questionnaire. Descriptive statistics, one-way ANOVA and multiple regression were applied for data analysis. The results were as following: (1)there were significant differences in gender,monthly income, the frequency of watching games, the frequency of watching sport channel in brand recognition, brand recall and brand symbolism on the CPBL’s viewers. (2) there were no significant difference in demographic background variables in sponsorship event-fit on the CPBL’s viewers. (3) there were significant differences in the frequency of watching games, the frequency of watching sport channel in sponsorship effect in the CPBL’s viewers. (4) the brand awareness of the CPBL’s viewers is explanable degree to the sponsorship effect (5) the sponsorship event-fit of the CPBL’s viewers is explanable degree to the sponsorship effect. Base on the results, suggestions were as following: (1) companies must consider the differences between different classes, and make timely and flexible adjustment of the brand marketing strategy. (2) corporate should consider the correlation between the corporate brand and the sport event to facilitate the corporate brand and combine sport event activities, and to reach the audience in receiving the corporate brand message.