請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/99091完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林怡秀 | zh_TW |
| dc.contributor.advisor | Yi-Hsiu Lin | en |
| dc.contributor.author | 彭聖普 | zh_TW |
| dc.contributor.author | Sheng-Pu Peng | en |
| dc.date.accessioned | 2025-08-21T16:21:02Z | - |
| dc.date.available | 2025-08-22 | - |
| dc.date.copyright | 2025-08-21 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-07-30 | - |
| dc.identifier.citation | 參考文獻
中華奧林匹克委員會 (2024)。國際奧會(IOC)宣布沙烏地阿拉伯將主辦首屆奧林匹克電競運動會(Olympic Esports Games)。中華奧林匹克委員會新聞稿。https://www.tpenoc.net/news/saudi-arabia-to-host-olympic-esports-games/ 亞小安 (2024)。國際奧會將與沙烏地阿拉伯合作，於2025年首度舉辦奧運電競。4Gamers官方網站。https://www.4gamers.com.tw/news/detail/66022/olympic-esports-games-to-be-hosted-in-the-kingdom-of-saudi-arabia 廖俊儒 (2001)。企業贊助運動之效益研究－以安麗盃世界女子花式撞球邀請賽為例 [碩士論文，國立臺灣師範大學]。臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/mr92rz 徐嘉良、王如鈺、施仁瑞 (2019)。阿聯酋航空公司運動贊助策略之個案探討。嘉大體育健康休閒期刊，18(1)，50-62。https://doi.org/10.6169/NCYUJPEHR.201906_18(1).05 徐怡、陳瑋嘉 (2013)。以類神經網路探討影響臺灣年輕族群運動商品購買意願之因素研究。Journal of Data Analysis，8(1)，139-166。https://doi.org/10.6338/JDA.201302_8(1).0008 徐韻佳 (2009)。企業贊助對企業形象與購買意願之影響研究The effects of Corporate Sponsorship on Corporate Image and Purchase Intention [碩士論文，淡江大學]。Airiti Library華藝線上圖書館。https://doi.org/10.6846/TKU.2009.00759 朱珮忻 (2003)。從消費者觀點分析企業運動贊助效果 [碩士論文，臺灣大學]。臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/794e8f 王廷宇 (2010)。品牌聯想、涉入程度與消費者購買意願之研究－以羽球運動品牌為例 [碩士論文，佛光大學]。臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/6uve77 王志仁 (2006)。企業運動贊助之效益分析-以2006年安麗盃世界女子花式撞球錦標賽為例 [碩士論文，政治大學]。臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/54jga9 程紹同 (1998)。運動贊助策略學：未來企業行銷新趨勢。漢文書店。http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/37668 立法院全球資訊網 (2020)。有關發展我國電子競技產業之研析。立法院。https://www.ly.gov.tw/Pages/Detail.aspx?nodeid=6590&pid=167277 蔡宇玲 (2001)。企業贊助運動賽會效益之研究—以HBL高中籃球甲級聯賽為例[碩士論文，臺灣師範大學]。Airiti Library華藝線上圖書館。https://www.airitilibrary.com/Article/Detail/U0021-1904200711552450 謝懷恕、曾芳代、何碩 (2022)。企業贊助，消費者運動涉入程度和購買意願之研究。運動與遊憩研究，17(1)，28-45。https://doi.org/10.29423/JSRR.202209_17(1).03 賴忠佑 (2010)。觀眾的運動涉入程度對贊助企業品牌權益及購買意願之影響 [碩士論文，國立臺灣體育學院]。臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/7mcujm 陳治愷 (2019)。品牌形象與品牌聯想對消費者購買意願之影響－以羽球運動品牌為例 [碩士論文，佛光大學]。臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/r2e3c7 黃御峰 (2021)。運動贊助對品牌聯想與品牌形象的影響Study on the Influence of Sports Sponsorship on Brand Association and Brand Image [碩士論文，大葉大學]。https://hdl.handle.net/11296/qh3kz5 黃郁君 (2002)。品牌聯想對品牌權益影響之研究 [碩士論文，淡江大學]。臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/z6c3u5 Aaker. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. DIANE Publishing Company. Aaker, D. A. (2009). Managing Brand Equity. Simon and Schuster. Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356. https://doi.org/10.2307/3151897 Abreu Freitas, B. D., Contreras-Espinosa, R. S., & Pereira Correia, P. A. (2020). Sponsoring Esports to Improve Brand Image. SCIENTIFIC ANNALS OF ECONOMICS AND BUSINESS, 67(4), 495–515.https://doi.org/10.47743/saeb-2020-0030 Adenan, M., Kasuma, J., & Humida, D. (2018). COUNTRY OF ORIGIN, BRAND IMAGE AND HIGH INVOLVEMENT PRODUCT TOWARDS CUSTOMER PURCHASE INTENTION: EMPIRICAL EVIDENCE OF EAST MALAYSIAN CONSUMER. Jurnal Manajemen Dan Wirausaha, 20. https://doi.org/10.9744/jmk.20.1.63-72 Ahn, J., Collis, W., & Jenny, S. (2020). The one billion dollar myth: Methods for sizing the massively undervalued esports revenue landscape. International Journal of Esports, 1(1), Article 1. https://www.ijesports.org/article/15/html Mirabi, V., Akbariyeh, H. and Tahmasebifard, H. (2015) A Study of Factors Affecting on Customers Purchase Intention. Journal of Multidisciplinary Engineering Science and Technology, 2, 267-273. https://www.scirp.org/reference/referencespapers?referenceid=1839947 Allenstein, U., Gediehn, O., Lehmann, S., & Singer, D. (2020). Esports as a Sponsorship Asset? McKinsey & Company: Global management consulting. https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/Marketing%20and%20Sales/Our%20Insights/E%20sports%20and%20the%20next%20frontier%20of%20brand%20sponsorships/esports_whitepaper_03_06_2020_vfinal.pdf Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327 Batra, R., & Homer, P. M. (2004). The Situational Impact of Brand Image Beliefs. Journal of Consumer Psychology, 14(3), 318–330. https://doi.org/10.1207/s15327663jcp1403_12 BBC News. (2018, August 31). 亞運牛刀初試 電子競技「身份」依然模糊. BBC News. https://www.bbc.com/zhongwen/trad/sports-45344946 BBC News 中文. (2023, September 28). 關注杭州亞運會的五個理由. BBC News 中文. https://www.bbc.com/zhongwen/trad/sports-66816626 Belouadi, L. Y., & Han, G. (2023). Exploring sponsorship perception in E-Sports tournaments: How do consumers perceive sponsorship, and what factors influence their perception? https://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-210542 Bennett, G., Cunningham, G. B., & Dees, W. (2006). Measuring the marketing communication activations of a professional tennis tournament. Sport Marketing Quarterly, 15(2), 91–101. Bian, W., & Yan, G. (2022). Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment. Frontiers in Psychology, 13, 884673. https://doi.org/10.3389/fpsyg.2022.884673 Biel. (1993). How Brand Image Drives Brand Equity. Journal of Advertising Research, 6, RC6~RC1. - References—Scientific Research Publishing. https://www.scirp.org/reference/referencespapers?referenceid=1916749 Bradley, T. (2024, December 15). Red Bull Kumite 2023. Red Bull. https://www.redbull.com/int-en/events/red-bull-kumite Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The Influence of Celebrity Endorsement on Food Consumption Behavior. Foods, 10(9), Article 9. https://doi.org/10.3390/foods10092224 Carrillat, F., d’Astous, A., & Lazure, J. (2013). For Better, for Worse? What to Do When Celebrity Endorsements Go Bad. Journal of Advertising Research, 53, 15. https://doi.org/10.2501/JAR-53-1-015-030 Chandon, P., Morwitz, V. G., & Reinartz, W. J. (2005). Do intentions really predict behavior? Self-generated validity effects in survey research. Journal of Marketing, 69(2), 1–14. https://doi.org/10.1509/jmkg.69.2.1.60755 Choi, S. M., & Rifon, N. J. (2012). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology & Marketing, 29(9), 639–650. https://doi.org/10.1002/mar.20550 Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24(3), 25–40. College, B. (2024, June 18). The Rise of Esports: Exploring the Competitive Gaming Phenomenon. Baker College. https://www.baker.edu/about/get-to-know-us/blog/exploring-esports-industry-opportunities-in-competitive-gaming/ Cornwell, B. (2020). Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events. Routledge. https://www.books.com.tw/products/F016340864 Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-Linked Marketing: The Role of Articulation in Memory. Journal of Consumer Research, 33(3), 312–321. https://doi.org/10.1086/508436 Cornwell, T. B., & Maignan, I. (1998). An International Review of Sponsorship Research. Journal of Advertising, 27(1), 1–21. https://doi.org/10.1080/00913367.1998.10673539 Cornwell, T., Weeks, C., & Roy, D. (2005). Sponsorship-linked Marketing: Opening the Black box. J Advert, 34. https://doi.org/10.1080/00913367.2005.10639194 Crawford, G., & Gosling, V. K. (2009). More than a Game: Sports-Themed Video Games and Player Narratives. Sociology of Sport Journal, 26(1), 50–66. https://doi.org/10.1123/ssj.26.1.50 Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555 Cunningham, G. B., Fairley, S., Ferkins, L., Kerwin, S., Lock, D., Shaw, S., & Wicker, P. (2018). eSport: Construct specifications and implications for sport management. Sport Management Review, 21(1), 1–6. https://doi.org/10.1016/j.smr.2017.11.002 Dickenson, P. (2015). Enhancing purchase intentions through sponsor entitativity: Untangling the process. https://www.semanticscholar.org/paper/Enhancing-purchase-intentions-through-sponsor-the-Dickenson/9bc66bc6a76d2d1ff90fd80e8541c244ab77a1a9 Dodds, W., Monroe, K., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28. https://doi.org/10.2307/3172866 Edwards, C. G., Pollack, C. C., Pritschet, S. J., Haushalter, K., Long, J. W., & Masterson, T. D. (2022). Prevalence and comparisons of alcohol, candy, energy drink, snack, soda, and restaurant brand and product marketing on Twitch, Facebook Gaming and YouTube Gaming. Public Health Nutrition, 25(1), 1–12. https://doi.org/10.1017/S1368980021004420 Elasri Ejjaberi, A., Rodríguez Rodríguez, S., & Aparicio Chueca, M. del P. (María del P. (2020). Effect of eSport sponsorship on brands: An empirical study applied to youth. Articles Publicats En Revistes (Empresa). https://diposit.ub.edu/dspace/handle/2445/161106 Erdem, T., & Swait, J. (1998). Brand Equity as a Signaling Phenomenon. Journal of Consumer Psychology, 7(2), 131–157. https://doi.org/10.1207/s15327663jcp0702_02 Eshghi, K., Mohammadkazemi, R., Aghazadeh, H., & Hedayatnia, A. (2013). Evaluating sport sponsorship model among soccer fans in Iran. Business and Management Research, 2(2), 37–45. https://doi.org/10.5430/bmr.v2n2p37 Faria, L. (2024). VALORANT Esports | VCT 2024落幕：慶祝成長並向社群致敬. https://valorantesports.com/zh-TW/news/closing-out-vct-2024-celebrating-growth-and-our-community Ferraro, A. (2024). VALORANT Esports | VCT 2024 Season Start: EYNTK. https://valorantesports.com/zh-TW/news/vct-2024-season-start-eyntk/ Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research (Vol. 27). Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312 Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031 Funk, D., Alexandris, K., & McDonald, H. (2016). Sport Consumer Behaviour: Marketing Strategy. https://doi.org/10.4324/9781315691909 Funk, D. C., Pizzo, A. D., & Baker, B. J. (2018). eSport management: Embracing eSport education and research opportunities. Sport Management Review, 21(1), 7–13. https://doi.org/10.1016/j.smr.2017.07.008 Garland, R., Charbonneau, J., & Macpherson, T. (2008). Measuring sport sponsorship effectiveness: Links to existing behavior. Innovative Marketing, 4. Gawrysiak, J., Burton, R., Jenny, S., & Williams, D. (2020). Using Esports Efficiently to Enhance and Extend Brand Perceptions—A Literature Review. PHYSICAL CULTURE AND SPORT STUDIES AND RESEARCH, 86(1), 1–14. https://doi.org/10.2478/pcssr-2020-0008 Giulianotti, R. (2002). Supporters, Followers, Fans, and Flaneurs: A Taxonomy of Spectator Identities in Football. Journal of Sport and Social Issues, 26(1), 25–46. https://doi.org/10.1177/0193723502261003 GlobeNewswire. (2024, August 1). Esports Market Rising at 20.9% CAGR to be worth USD 10,905.1 Million by 2032 || Market.us. GlobeNewswire News Room. https://www.globenewswire.com/news-release/2024/01/08/2805160/0/en/Esports-Market-Rising-at-20-9-CAGR-to-be-worth-USD-10-905-1-Million-by-2032-Market-us.html Grigaliunaite, V., & Pilelienė, L. (2017). How do brand associations affect purchase intentions? A case of organic products. Research for rural development. https://doi.org/10.22616/rrd.23.2017.070 Groza, M., Pronschinske, M., & Walker, M. (2011). Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR. Journal of Business Ethics, 102, 639–652. https://doi.org/10.1007/s10551-011-0834-9 Grunert, K. G. (1996). Automatic and Strategic Processes in Advertising Effects. Journal of Marketing, 60(4), 88–101. https://doi.org/10.1177/002224299606000408 Gusti, N. D. K., & Made, J. (2021). The Effect of Brand Image, Brand Awareness, and Brand Association on Smartphone Purchase Intention (Case Study in Denpasar. https://www.academia.edu/49532407/The_Effect_of_Brand_Image_Brand_Awareness_and_Brand_Association_on_Smartphone_Purchase_Intention_Case_Study_in_Denpasar Gwinner, K. (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3), 145–158. https://doi.org/10.1108/02651339710170221 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., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of Services Marketing, 17(3), 275–294. https://doi.org/10.1108/08876040310474828 Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis (4th ed.): With readings. Prentice-Hall, Inc. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados—6ed. Bookman. Hair, J. F., Hult, G. T. M., Ringle, C. M., Ray, S., Sarstedt, M., & Danks, N. P. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer. https://doi.org/10.1007/978-3-030-80519-7 Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publishing. Hallmann, K., & Giel, T. (2018). eSports – Competitive sports or recreational activity? Sport Management Review, 21(1), 14–20. https://doi.org/10.1016/j.smr.2017.07.011 Hamari, J., & Sjöblom, M. (2017). What is eSports and why do people watch it? Internet Research, 27(2), 211–232. https://doi.org/10.1108/IntR-04-2016-0085 Harvey, B. (2001). Measuring the Effects of Sponsorship. Journal of Advertising Research, 41. https://doi.org/10.2501/JAR-41-1-59-65 Heere, B. (2018). Embracing the sportification of society: Defining e-sports through a polymorphic view on sport. Sport Management Review, 21(1), 21–24. https://doi.org/10.1016/j.smr.2017.07.002 Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8 Hershey, W. (2020). Investing in Esports Teams—15 Stocks with Exposure | Roundhill Investments. https://blog.roundhillinvestments.com/investing-in-esports-teams Holcombe, R. G. (1997). A theory of the theory of public goods. The Review of Austrian Economics, 10(1), 1–22. https://doi.org/10.1007/BF02538141 Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal, 20(2), 195–204. Hüttermann, M., Trail, G. T., Pizzo, A., & Stallone, V. (2020). Esports Sponsorship: An Empirical Examination of Esports Consumers’ Perceptions of Non-Endemic Sponsors: Journal of Global Sport Management: Vol 8, No 2. https://www.tandfonline.com/doi/abs/10.1080/24704067.2020.1846906 Jenny, S. E., Manning, R. D., Keiper, M. C., & Olrich, T. W. (2017). Virtual(ly) Athletes: Where eSports Fit Within the Definition of “Sport.” Quest, 69(1), 1–18. https://doi.org/10.1080/00336297.2016.1144517 Kari, T., & Karhulahti, V.-M. (2016). Do E-Athletes Move? A Study on Training and Physical Exercise in Elite Esports. International Journal of Gaming and Computer-Mediated Simulations, 8(4), 53. Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. JOURNAL OF MARKETING, 57(1), 1–22. https://doi.org/10.2307/1252054 Klimentov, M., Liao, S., Park, G., Sacks, B., Leonard, D., Partlow, J., Dennis, B., Vazquez, M., Blake, A., Knowles, H., & Zakrzewski, C. (2021, December 15). Analysis | The 5 big questions facing ‘Valorant’ esports in 2022. Washington Post. https://www.washingtonpost.com/video-games/esports/2021/12/15/valorant-esports-questions-2022/ Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). The Guilford Press. https://psycnet.apa.org/record/2015-56948-000 Kock, N., & Lynn, G. (2012). Lateral Collinearity and Misleading Results in Variance-Based SEM: An Illustration and Recommendations. Journal of the Association for Information Systems, 13(7). https://doi.org/10.17705/1jais.00302 Koo, G., Quarterman, J., & Flynn, L. (2006). Effect of perceived sport event and sponsor image fit on consumers’ cognition, affect, and behavioral intentions. Sport Marketing Quarterly. https://www.semanticscholar.org/paper/Effect-of-perceived-sport-event-and-sponsor-image-Koo-Quarterman/f0721b175714500811d94cfa1cccd55f5ac268a0 Koronios, K., Psiloutsikou, M., Psiloutsikou, M., Kriemadis, A., Zervoulakos, P., & Leivaditi, E. (2016). Sport Sponsorship: The Impact of Sponsor Image on Purchase Intention of Fans. Journal of Promotion Management, 22. https://doi.org/10.1080/10496491.2016.1121739 Korpimies, S. (2017). Sponsorships in ESports. https://aaltodoc.aalto.fi/handle/123456789/26054 Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2019). Principles of Marketing. Pearson UK. Kotler, P., Keller, K. L., & Alexander. (2022). Marketing Management(GE)(16版). https://www.books.com.tw/products/0010916663 Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing, 13(4), 389–405. https://doi.org/10.1016/S0167-8116(96)00021-3 Li, H., & Lo, H.-Y. (2015). Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements. Journal of Advertising, 44(3), 208–218. Limelight Networks. (2020). THE STATE OF ONLINE VIDEO 2020. Limelight Networks. https://investors.edg.io/news-releases/news-release-details/limelight-networks-reports-fourth-quarter-and-full-year-2020 Limited F. (2020, May 22). Riot Games宣布《VALORANT特戰英豪》正式上市6月2日全球同步發行. Saiga NAK. https://saiganak.com/zh/news/riot-games-valorant-release/ LnData. (2024). 2024遊戲與電競產業數據分析報告 (p. 89). LnData. https://www.lndata.com/explore/trending/article/2024-game-industry-analysis Long, J. W., Maksi, S. J., Frías, F. J. L., Ireland, R., & Masterson, T. D. (2024). Content analysis of food and beverage marketing in global esports: Sponsorships of the premier events, leagues, teams and players. BMJ Public Health, 2(1). https://doi.org/10.1136/bmjph-2023-000095 Madrigal, R. (2001). Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship. Psychology & Marketing, 18(2), 145–165. https://doi.org/10.1002/1520-6793(200102)18:2<145::AID-MAR1003>3.0.CO;2-T Manandhar, R., Chalise, M., & Dahal, A. (2024). The Role of Social Media, Electronic Word-of-Mouth, and Sponsorship in Building Brand Awareness for Goldstar Shoes. The International Research Journal of Management Science, 9(1), Article 1. https://doi.org/10.3126/irjms.v9i1.72722 Mangeloja, E. (2019). Economics of Esports. EJBO - Electronic Journal of Business Ethics and Organization Studies, 24(2). https://jyx.jyu.fi/handle/123456789/66616 McCarville, R. E., & Copeland, R. P. (1994). Understanding Sport Sponsorship through Exchange Theory. Journal of Sport Management. https://doi.org/10.1123/jsm.8.2.102 Meehan, O. (2020, May 28). 80% of Gamers Regularly Eat or Drink While Playing: Gamer Consumption Habits in North America, Western Europe & APAC. Newzoo. https://newzoo.com/resources/blog/gamer-food-and-drink-consumption-consumer-brands-consumer-insights Meenaghan, J. A. (1983). Commercial Sponsorship. European Journal of Marketing, 17(7), 5–73. https://doi.org/10.1108/EUM0000000004825 Meenaghan, T. (1991). The Role of Sponsorship in the Marketing Communications Mix. International Journal of Advertising. https://www.tandfonline.com/doi/abs/10.1080/02650487.1991.11104432 Meenaghan, T. (1999). Commercial Sponsorship—The Development of Understanding. International Journal of Sports Marketing and Sponsorship, 1(1), 11–23. https://doi.org/10.1108/IJSMS-01-01-1999-B003 Meenaghan, T. (2001). Understanding sponsorship effects. https://onlinelibrary.wiley.com/doi/10.1002/1520-6793(200102)18:2%3C95::AID-MAR1001%3E3.0.CO;2-H Melovic, B., Rogic, S., Smolovic, J. C., Dudic, B., & Gregus, M. (2019). The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices. Sustainability, 11(22), 1–16. Merz, R. (2008). The Four Domains of Sports Marketing: A Conceptual Framework Introduction to Sports Marketing. Sport Marketing Quarterly, 17. Mirabi, D. V. (2015). A Study of Factors Affecting on Customers Purchase Intention Case Study: The Agencies of Bono Brand Tile in Tehran. https://www.semanticscholar.org/paper/A-Study-of-Factors-Affecting-on-Customers-Purchase-Mirabi/4518676346f0734f26d3915cd612f0e44f889df5 Moharana, T. R., Roy, D., & Saxena, G. (2023). Brand sponsorship effectiveness: How self-congruity, event attachment, and subjective event knowledge matters to sponsor brands. Journal of Brand Management, 30(5), 432–448. https://doi.org/10.1057/s41262-023-00317-w Mohd Yasin, N., Nasser Noor, M., & Mohamad, O. (2007). Does image of country‐of‐origin matter to brand equity? Journal of Product & Brand Management, 16(1), 38–48. https://doi.org/10.1108/10610420710731142 Mullet, G. M., & Karson, M. J. (1985). Analysis of Purchase Intent Scales Weighted by Probability of Actual Purchase. Journal of Marketing Research, 22(1), 93–96. https://doi.org/10.2307/3151555 Murko D. (2023). Valorant Champions Tour 2023 Leagues—Sponsorship Breakdown | Esports Charts [統計]. ESPORTS CHARTS. https://escharts.com/news/vct-2023-international-leagues-teams-sponsorship-breakdown Newzoo. (2021, August 18). Deep-Dive: The Eating and Drinking Habits of Consumers While Playing and Viewing Games. Newzoo. https://newzoo.com/resources/blog/the-eating-and-drinking-habits-of-consumers-while-playing-and-viewing-games Newzoo. (2022a). How Consumers Are Engaging with Games in 2022 | Newzoo Gamer Insights Report. https://newzoo.com/resources/trend-reports/how-consumers-are-engaging-with-games-in-2022 Newzoo. (2022b). Newzoo Global Games Market Report 2022. Newzoo. Nicholson. (2021, January 19). Nerd Street Gamers to operate first stage of VALORANT Champions Tour—Esports Insider. https://esportsinsider.com/2021/01/nerd-street-gamers-2021-valorant-champions-tour Nickell, D., Cornwell, T., & Johnston, W. (2011). Sponsorship-linked marketing: A set of research propositions. Journal of Business & Industrial Marketing - J BUS IND MARK, 26, 577–589. https://doi.org/10.1108/08858621111179859 Nielsen. (2019). Esports Playbook for Brands. https://www.nielsen.com/insights/2019/esports-playbook-for-brands/ Olson, E. L. (2010). Does sponsorship work in the same way in different sponsorship contexts? European Journal of Marketing, 44(1/2), 180–199. https://doi.org/10.1108/03090561011008664 Papadimitriou, D., & Apostolopoulou, A. (2009). Olympic Sponsorship Activation and the Creation of Competitive Advantage. Journal of Promotion Management, 15, 90–117. https://doi.org/10.1080/10496490902892754 Parganas, P., Papadimitriou, D., Anagnostopoulos, C., & Theodoropoulos, A. (2017). Linking sport team sponsorship to perceived switching cost and switching intentions. European Sport Management Quarterly, 17(4), 457–484. https://doi.org/10.1080/16184742.2017.1318410 Park, C., Jaworski, B., & Macinnis, D. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50, 135. https://doi.org/10.2307/1251291 Parry, J. (2019). E-sports are Not Sports. Sport, Ethics and Philosophy, 13(1), 3–18. https://doi.org/10.1080/17511321.2018.1489419 Pereira, D., Silva, J., & Casais, B. (2024). Consumer Brand Engagement Fostered by Cause-Related Marketing in Emotional and Functional Brands. Journal of Nonprofit & Public Sector Marketing, 36(5), 685–712. https://doi.org/10.1080/10495142.2024.2329258 Pizzo, A., Baker, B., Na, S., Lee, M. A., Kim, D., & Funk, D. (2017). eSport vs Sport: A Comparison of Spectator Motives. Sport Marketing Quarterly, 27. https://doi.org/10.32731/SMQ.272.062018.04 Quester, P., & Thompson, B. (2001). Advertising and Promotion Leverage on Arts Sponsorship Effectiveness. Journal of Advertising Research, 41, 33–47. https://doi.org/10.2501/JAR-41-1-33-47 Red Bull. (2020). Red Bull Solo Q | 前進勝利之路! | 1v1 LoL. Red Bull. https://www.redbull.com/tw-zh/event-series/red-bull-solo-q-international Rogers, R., Farquhar, L., & Mummert, J. (2020). Audience response to endemic and non-endemic sponsors of esports events. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-09-2019-0107 Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: Revisiting an old metric for a new world. Journal of Product & Brand Management, 26(5), 469–476. https://doi.org/10.1108/JPBM-06-2016-1242 Roy, D., & Cornwell, T. (2003). Brand equity’s influence on responses to event sponsorships. Journal of Product & Brand Management, 12, 377–393. https://doi.org/10.1108/10610420310498803 Sandler, D. M., & Shani, D. (1993). Sponsorship and the Olympic Games: The consumer perspective. Sport Marketing Quarterly, 2(3), 38–43. Sarpong, A., & PraiseGod Zungu, N. (2024). Sports sponsorship, brand image, and purchase intentions toward sponsors’ products. Managing Sport and Leisure, 0(0), 1–18. https://doi.org/10.1080/23750472.2024.2444449 Scholz, T. M. (2019). eSports is Business: Management in the World of Competitive Gaming. Schonauer, K. (2024). Esports Sponsorship Report: A New Approach. Shikenso Analytics. https://shikenso.com/blog/esports-sponsorship-report-chapter-one-a-new-approach Seo, Y. (2013). Electronic sports: A new marketing landscape of the experience economy. Journal of Marketing Management, 29, 1542–1560. https://doi.org/10.1080/0267257X.2013.822906 Šimić, I. (2022, February 9). Prime Gaming announced as VCT EMEA partner—Esports Insider. https://esportsinsider.com/2022/02/prime-gaming-valorant-emea Singer, D., & Chi, J. (2019). The keys to esports marketing: Don’t get ‘ganked.’ https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-keys-to-esports-marketing-dont-get-ganked Sleight, S. (1989). Sponsorship: What it is and how to Use it. McGraw-Hill. Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 28(2), 226–238. https://doi.org/10.1177/0092070300282004 Statista. (2024). eSports Viewership Statistics of 2024. Statista. https://www.demandsage.com/esports-statistics/ Ströh, J. H. A. (2017). The ESports Market and ESports Sponsoring. Nomos Verlagsgesellschaft. Stubbs, M. (2020). How Red Bull Used Its Extreme Sports Experience To Enter The Esports World. Forbes. https://www.forbes.com/sites/mikestubbs/2020/04/03/how-red-bull-used-its-extreme-sports-experience-to-enter-the-esports-world/ SuperData. (2018). 2017 YEAR IN REVIEW DIGITAL GAMES AND INTERACTIVE MEDIA. SuperData. Taylor. (2012). Raising the Stakes: E-Sports and the Professionalization of Computer Gaming. Taylor, T. L., & Witkowski, E. (2010). This is how we play it: What a mega-LAN can teach us about games. Proceedings of the Fifth International Conference on the Foundations of Digital Games, 195–202. https://doi.org/10.1145/1822348.1822374 Tiedemann. (2004). Sport (and culture of physical motion) for historians, an approach to precise the central term(s). IX International CESH-Congress, Crotone, Italy. Tomalieh, E. (2024). The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image. International Journal of Business and Management, 11, 162–162. https://doi.org/10.5539/ijbm.v11n8p162 Utama, K. (2021, December 12). VALORANT Champions breaks viewership record once again. Upcomer. https://upcomer.com/valorant-champions-breaks-viewership-record-once-again/ Wagner, M. (2006). On the Scientific Relevance of eSports. 442. Wakefield, L., Wakefield, K., & Lane Keller, K. (2020). Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects. Journal of Advertising, 49(3), 320–343. https://doi.org/10.1080/00913367.2020.1751011 Walliser, B. (2003). An international review of sponsorship research: Extension and update. International Journal of Advertising, 22(1), 5–40. https://doi.org/10.1080/02650487.2003.11072838 Walraven, M., Koning, R., & Van Bottenburg, M. (2012). The effects of sports sponsorship: A review and research agenda. The Marketing Review, 12. https://doi.org/10.1362/146934712X13286274424235 Webb, M. (2022). History and Effectiveness of Sponsorships in Esports. The Park Place Economist, 29(1). https://digitalcommons.iwu.edu/parkplace/vol29/iss1/9 Webster, A. (2020, November 24). Valorant Champions Tour is a global season-long esports competition for 2021. The Verge. https://www.theverge.com/2020/11/24/21612562/valorant-champions-tour-esports-2021 Wee, C. S., Ariff, M. S. B., Zakuan, N., Tajudin, M. N. M., Ismail, K., Ishak, N., & Haji, L. T. (2014). Consumers Perception, Purchase Intention and Actual Purchase Behavior of Organic Food Products. Review of Integrative Business and Economics Research. 3, 378. https://www.scirp.org/reference/referencespapers?referenceid=3048692 Wijman, T. (2022). The Games Market in 2022: The Year in Numbers. Newzoo. https://newzoo.com/resources/blog/the-games-market-in-2022-the-year-in-numbers Winnan, C. D. (2016). An Entrepreneur’s Guide to the Exploding World of eSports: Understanding the Commercial Significance of Counter-Strike, League of Legends and DotA 2. Witkowski, E. (2009). Probing the Sportiness of eSports. eSports Yearbook. Norderstedt: Books on Demand GmbH, 53–56. https://scholar.google.com/citations?view_op=view_citation&hl=en&user=n-DxqCMAAAAJ&citation_for_view=n-DxqCMAAAAJ:5nxA0vEk-isC Witkowski, E. (2012). On the Digital Playing Field How We “Do Sport” With Networked Computer Games. Games and Culture, 7, 349–374. https://doi.org/10.1177/1555412012454222 Zdravkovic, S., & Till, B. D. (2012). Enhancing brand image via sponsorship: Strength of association effects. International Journal of Advertising, 31(1), 113–132. https://doi.org/10.2501/IJA-31-1-113-132 | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/99091 | - |
| dc.description.abstract | 緒論：本研究旨在探討運動贊助感知對品牌聯想、品牌形象與購買意願之間的關聯性，並進一步分析品牌聯想與品牌形象在其中所扮演的中介角色。以 Red Bull 贊助特戰英豪 VCT 賽事為研究情境，建構一個包含四個主要變項的研究模型：運動贊助感知、品牌聯想、品牌形象與購買意願。方法：本研究採問卷調查法，針對曾觀賞特戰英豪 VCT 賽事且知悉 Red Bull 贊助資訊之電子競技觀眾進行抽樣，共回收有效問卷 1,124 份。分析工具採用SPSS Statistics 27.0與SmartPLS 4軟體進行敘述性統計、信效度檢驗與結構方程模型 (PLS-SEM) 分析。
研究結果顯示，運動贊助感知對品牌聯想與品牌形象皆具有正向顯著預測力，而品牌聯想與品牌形象亦正向顯著預測購買意願；唯運動贊助感知對購買意願的直接影響不顯著。此外，品牌聯想與品牌形象皆在運動贊助感知與購買意願之間呈現完全中介效果，顯示品牌形象與品牌聯想在贊助效益傳遞中扮演關鍵角色。本研究結果指出，若能設計具策略性與契合度高的運動贊助行為，並透過長期經營強化品牌形象與品牌聯想，可有效提升消費者之購買意願。實務上建議企業在進行電子競技贊助時，應強調贊助誠意與賽事契合性，並善用賽事情境與觀眾情感連結，進而提升品牌價值與消費轉化效益。 | zh_TW |
| dc.description.abstract | This study investigates the influence of sports sponsorship perception on brand association, brand image, and purchase intention, using Red Bull’s sponsorship of the VALORANT Champions Tour (VCT) as the research case. A total of 1,124 valid responses were collected from Taiwanese eSports audiences who had watched the VCT and recognized Red Bull as a sponsor. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Findings reveal that sports sponsorship perception positively predicts both brand association and brand image. These two variables, in turn, significantly enhance purchase intention. However, the direct effect of sponsorship perception on purchase intention is not significant. Instead, brand association and brand image both act as full mediators, indicating that sponsorship effectiveness is largely transmitted through consumer perceptions of the brand. This study contributes to sponsorship and eSports marketing literature by confirming that well-aligned and emotionally engaging sponsorships can build positive brand associations and image, which are critical for influencing young consumers’ purchase intentions in digital sports contexts. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-08-21T16:21:02Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-08-21T16:21:02Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 目次
謝辭 i 摘要 ii Abstract iii 目次 iv 圖次 vi 表次 vii 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 4 第三節 研究目的 5 第四節 研究問題 6 第五節 研究範圍與限制 6 第六節 名詞操作型定義 7 第二章 文獻探討 9 第一節 電子競技 9 第二節 運動贊助感知 14 第三節 品牌聯想 20 第四節 品牌形象 23 第五節 購買意願 26 第六節 贊助效益評估模型 27 第三章 研究方法 31 第一節 研究流程 31 第二節 研究架構與假設 32 第三節 研究對象 33 第四節 問卷設計 34 第五節 分析方法 42 第四章 結果與討論 45 第一節 信效度分析 45 第二節 基本資料分析 50 第三節 變項敘述統計 55 第四節 研究假設驗證 63 第五章 結論與建議 72 第一節 結論 72 第二節 建議 73 參考文獻 76 附件 95 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 電子競技 | zh_TW |
| dc.subject | 運動贊助感知 | zh_TW |
| dc.subject | 品牌聯想 | zh_TW |
| dc.subject | 品牌形象 | zh_TW |
| dc.subject | 購買意願 | zh_TW |
| dc.subject | Brand Image | en |
| dc.subject | eSports | en |
| dc.subject | Sports Sponsorship | en |
| dc.subject | Purchase Intention | en |
| dc.subject | Brand Association | en |
| dc.title | 運動贊助感知、品牌聯想、品牌形象、購買意願之研究：以Red Bull贊助特戰英豪VCT賽事為例 | zh_TW |
| dc.title | A Study on Sports Sponsorship Perception, Brand Association, Brand Image, and Purchase Intention: The Case of Red Bull's Sponsorship of the VALORANT Champions Tour (VCT) | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 廖俊儒;楊志顯 | zh_TW |
| dc.contributor.oralexamcommittee | Chun-Ju Liao;Zhi-Xian Yang | en |
| dc.subject.keyword | 電子競技,運動贊助感知,品牌聯想,品牌形象,購買意願, | zh_TW |
| dc.subject.keyword | eSports,Sports Sponsorship,Brand Association,Brand Image,Purchase Intention, | en |
| dc.relation.page | 101 | - |
| dc.identifier.doi | 10.6342/NTU202501948 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2025-08-01 | - |
| dc.contributor.author-college | 共同教育中心 | - |
| dc.contributor.author-dept | 運動設施與健康管理碩士學位學程 | - |
| dc.date.embargo-lift | 2025-08-22 | - |
| 顯示於系所單位： | 運動設施與健康管理碩士學位學程 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-113-2.pdf | 1.91 MB | Adobe PDF | 檢視/開啟 |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。