企業投入運動贊助之形象移轉研究

Abstract

企業投入運動贊助已經成為現代行銷溝通的主要工具，原因在於運動是個可以跨越國家、文化背景，且不分年齡、性別、族群與社會階級的活動，因此運動贊助成為各種贊助活動類型中的主流。 許多文獻指出：藉由運動贊助可以提升企業品牌知名度、改善企業品牌形象、進而影響消費者的購買行為。在企業投入運動贊助所產生的贊助效益中，有關贊助活動與品牌間的品牌形象移轉議題，過去以來一直缺乏足夠的研究。因此本研究將以消費者的觀點出發，探討影響贊助品牌形象改變、移轉的各種可能因素的影響效果為何。 本研究將以我國職棒運動為例，並以兄弟象棒球隊及其2005年球衣貼布贊助企業為研究標的，並考量企業在贊助前與贊助後之間的時間間隔差距，針對同一群受測者施行兩階段的問卷調查，藉以觀察在贊助前後，贊助品牌形象改變、移轉量的變化，並且分析觀眾對贊助品牌熟悉度、觀眾對活動熟悉度以及活動與產品間一致性等因素對此改變量的影響效果為何。 研究結果發現，所探討的贊助品牌中，BenQ（明基科技）與玉山銀行在各種形象改變、移轉量的分析上較容易受到觀眾的注意而產生認知、評價。而活動與產品間一致性對贊助品牌形象改變、移轉量的影響則多呈現正向顯著效果。 本研究最後則針對研究結果提出管理意涵以作為實務界參考之用；並且提出後續研究建議，以作為未來研究者在運動贊助效益分析研究上，對於品牌形象議題的一個思考研究方向，藉此希冀對實務界與學術界有所助益。

Corporations sponsor sports event has become the main tool of modern marketing communication. Because sports can cross over the country, culture, age, gender, race and social class, sports sponsorship has become the mainstream of various sponsorships. Previous findings show that through sports sponsorship, corporations can improve brand awareness and brand image to influence consumer’s buying behaviors. However, According to the image transfer issue of sponsorship effects, there were less literatures on this topic. Therefore, the purpose of this research is to discuss the possible factors that will influence the brand image change and transfer effect. This research will take Taiwanese professional baseball as the example, and put emphasis on Brother Elephant professional team and its sponsors. Considering the time interval before and after sponsorship, this research will collect data from the same respondents by two stage questionnaires to find out relationship between the independent variables (brand familiarity, event familiarity and event-sponsor fitness) and dependent variables (brand image transfer, and brand image change) The result suggests that BenQ and Esun Bank are easier to be noticed by the audience and cause them to evaluate the brands. And event-sponsor fitness has the significantly positive effect on brand image transfer and change. Finally, the findings of this research have market implications for business and provide further research implications for the future researchers.