以消費者觀點為基礎的品牌聯想與品牌忠誠度關係之研究-以中華職棒為例

Abstract

2008年三月奧運八搶三資格賽再度在中台灣舉行，在每場爆滿主場球迷的熱情支持下，中華隊搶進了2008年奧運棒球賽。儘管中華職棒在大賽期間，例如總冠軍賽、明星賽，中華職棒官方統計的數據常是萬人以上的球迷進場，而在台灣所舉辦的國際賽更是場場爆滿的觀眾，但是中華職棒例行賽期間，平均人數仍是區區三千多人，扣除大賽期間，觀眾人數要破千人甚至相當困難。「有人的地方才有商機」這是商場上不變的真理，對於中華棒協及中華職棒以2001年舉辦國際賽的經驗，大力支持2008年奧運資格賽，期望能再度將球迷拉回球場看球，效果如何仍靜待觀察。本文實證Gladden and Funk(2001)所提出的職業球隊品牌聯想衡量模式，針對中華職棒設計相關的因素及整體模型，並將品牌聯想與品牌忠誠度連結，期望提供一個整體模型以供中華職棒未來經營策略的思考方向。 本研究以848份有效問卷為樣本，並以LISREL進行實證分析，得出以下結論： 1.當消費者認為支持球隊及球賽所產生的品牌特徵聯想愈正面，消費者對該品牌的態度聯想愈能提高。 2.當消費者認為支持球隊及球賽所產生的品牌特徵聯想愈正面，消費者對該品牌的利益聯想愈能提高。 3.當消費者認為支持球隊及球賽所產生的品牌利益聯想愈正面，消費者對該品牌的忠誠度愈能提高。 4.當消費者認為支持球隊及球賽所產生的品牌態度聯想愈正面，消費者對該品牌的忠誠度愈能提高。

In March 2008, Taiwan is hosting the 2008 Baseball Final Olympic Qualifying Tournament. The stadium was crowded with baseball fans. In the end, the Chinese Taipei baseball team is qualified to the 2008 Olympic Games. Although there were always packed with people in stadium when CPBL（Chinese professional baseball league） host championship tournament, there were only a few people watching regular season games. The CPBL is trying to attract more people going into stadium. This study provides a conceptual framework linking brand loyalty and brand associations in professional team sports. The study is primarily inspired from Gladden and Funk where they developed an understanding of brand associations in professional sports from consumers, based on Aaker's general conceptualization of brand equity and Keller's model on consumer-based brand equity. An integrative conceptual framework is developed for identifying various dimensions of brand associations that are predictive of brand loyalty in CPBL. The data were collected through questionnaires and there were eight hundred and forty-eight questionnaires effective. The adopted analysis tool was LISREL statistical method and the induced conclusions are as follows： 1.When fans perceive positive attribute of their favorable CPBL team, it can affect the overall perception of brand benefits gotten from supporting the team. 2.When fans perceive positive attribute of their favorable CPBL team, it can affect the overall perception of brand attitude toward the team. 3.The study observes that there is a positive link between the brand benefit perceived by the spectators and the brand loyalty of the spectators, which means that brand benefit can affect brand loyalty of the fans. 4.The study observes that there is a positive link between the brand attitude toward the team and the brand loyalty of the spectators meaning that brand attitude toward the team can affect brand loyalty of the fans.