運動贊助之效益-產品配適度、品牌知名度、球迷因素和運動賽事表現的影響

Abstract

近年來，企業越來越重視藉由投入運動贊助活動已達到行銷的目的。過去許多研究指出，藉由運動贊助有助於提升品牌知名度、品牌態度、改善企業形象以及影響對贊助品牌之購買意願等等，而過去研究也證實在不同配適度、品牌知名度下，對於贊助之效益有所影響。然而，過去對於贊助個人運動選手之研究付之闕如，尤其在贊助選手之情境中往往涉及選手之運動賽事表現，Pope等學者(2009)提出賽事表現會進而影響對贊助廠商評價的看法。因此，本研究整合運動贊助幾個重要變數，探討產品配適度和品牌知名度對於運動贊助前後之效益，並探討以上效果否隨著對運動選手喜愛程度(球迷/非球迷)以及運動選手賽事表現而改變。 本研究採用實驗設計之方式來驗證假設，實驗為2×2×3之三因子組間設計，操作變數為配適度(高配適度vs.低配適度)，品牌知名度(高知名度vs.低知名度)，賽事表現(良好vs.不好vs.無告知賽事表現)，共分為12組實驗情境，研究樣本為台灣大學學生及BBS站網路族群。 本研究所得到之主要結論如下： 一、對運動選手喜愛程度對於配適度在贊助效益上具有調節效果。球迷視配適度為重要因子，高配適度相較於低配適度有較好之品牌態度提升、贊助後公益形象及購買意願，而非球迷則無所影響。 二、對運動選手喜愛程度對於配適度和知名度之交互作用在贊助效益上具有調節效果。球迷於低知名度、高配適度之品牌態度提升最佳，而高知名度品牌於態度提升上則效果不彰；非球迷於低知名度且低配適度品牌態度提升效果最佳，至於高知名度、低配適度品牌態度則不升反降。 三、贊助後之公益形象、購買意願之評價大致可分為三群：高知名度、高配適度品牌最佳，高知名度、低配適度之品牌次之，最後則為低知名度品牌。 四、賽事表現好壞對於不同配適度、知名度之贊助效益無影響。

During recent years, corporations are placing more importance on sports marketing by sponsoring sport events. Previous studies show that corporations can improve brand awareness, brand attitude and corporation image to influence consumers purchase intentions through sport sponsorship. Moreover, previous findings confirm that different category fits and brand familiarities indeed influence the effects of sport sponsorship. However, there are lacks of studies on sponsoring individual player. The effect of sponsorship is usually closely related to the player’s game performance. Pope et al. (2009) pointed out that game performance would influence the evaluation of sponsored firm. Therefore, we integrate these factors of sport sponsoring to assess the effect of category fit and brand familiarity on sport sponsoring, and the moderating effect of player likability (fan/non-fan) and game performance. We design experiments to test the hypotheses. The manipulation variables are category fit (fit vs. non-fit), brand familiarity (high vs. low) and game performance (good vs. bad vs. non-informed). There are 12 groups and the samples are collected from NTU students and BBS population. The major findings are: 1. For the effect of sport sponsorship, player likability has moderating effect on fit. Fans see fit as an important factor; thus, brand with fit will result in a better attitude improvement, evaluation of public welfare image and purchase intention than brand with non-fit. For non-fans, it has no effects. 2. For the attitude improvement effect of sponsorship, player likability has moderating effect on fit × brand familiarity. For fans, low familiarity brand with fit has the greatest attitude improvement, but high familiarity brands have no effect. As for non-fans, low familiarity brand with non-fit has the best effect while the attitude of high familiarity brand with non-fit decreases. 3. The after-sponsoring evaluation of public welfare image and purchase intention can be classified into three groups. The first group is the high familiarity brand with fit. The second group is the high familiarity brand with non-fit. The last group is the low familiarity brands. 4. Game performance has no moderating effects on fit and brand familiarity for the effect of sponsorship.