請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/98419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 | 林冠廷 | zh_TW |
| dc.contributor.author | Kuan-Ting Lin | en |
| dc.date.accessioned | 2025-08-05T16:18:05Z | - |
| dc.date.available | 2025-08-06 | - |
| dc.date.copyright | 2025-08-05 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-07-28 | - |
| dc.identifier.citation | 一、中文文獻
王文宣（2013）。消費者對企業社會責任的知覺與企業品牌形象、品牌態度及購買意圖的關聯模式-以星巴克為例。﹝碩士論文。國立勤益科技大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/56pfc3。 古庭華（2013）。職業球團品牌形象、品牌態度對購買意願影響之研究。﹝碩士論文。中國文化大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/gb723y。 江和軒（2021）。偶像崇拜、體驗行銷對臺灣職籃觀眾購買意願之影響—以P+聯盟為例。﹝碩士論文。國立暨南國際大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/a8rsqx。 李元恕、賴心怡（2007）。企業贊助對消費者品牌態度之影響。行銷評論，4(2)，187-219。https://doi.org/10.29931/MR.200706.0004 李秉憲（2006）。運動員代言商品對棒球運動消費者購買意願之研究－以美國職棒紐約洋基隊球員王建民為例〔未出版之碩士論文〕。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/xkxjd2。 吳正奇（2006）。運動賽會現場觀眾參與行為與企業贊助效益認知之研究—以第三季超級籃球聯賽為例。﹝碩士論文。輔仁大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/297b77。 吳明隆、張毓仁 (2011)。SPSS(PASW)與統計應用分析。五南圖書出版股份有限公司。 吳采榛（2020）。研究運動贊助對品牌忠誠度的影響-以品牌個性及品牌形象為中介變項。﹝碩士論文。國立中興大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/ba58z6。 吳冠霈（2015）。農產品在地行銷之服務價值分析（碩士論文，國立中興大學）。臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/w65we6 吳商平（2010）。品牌知名度、贊助配適度、贊助形式對運動行銷效果之研究。﹝碩士論文。東吳大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/s6kc7h。 吳朝森、李城忠、陳盈吉、張珈瑛（2017）。企業運動贊助、品牌個性與品牌認同之研究。臺東大學體育學報，(27)，55-70。https://www.airitilibrary.com/Article/Detail?DocID=18182623-201712-201801220018-201801220018-55-70 邱誌偉、徐玉華、張傳忠 (2021)。全聯企業社會責任、品牌形象、品牌信任與購買意願之研究。管理資訊計算，10()，95-104。https://doi.org/10.6285/MIC.202108/SP_02_10.0009 林少龍、紀婉萍 (2018)。品牌態度及情緒依附對聯合品牌行為意圖之影響。全球管理與經濟，14(2)，1 – 16。https://doi.org/10.6565/JGME.201812_14(2).0001 林佑達（2010）。臺南市民地方認同、主場經營、球隊認同對購買意願影響研究-以職棒統一獅為例。﹝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/d926e9。 林妙雀、李建裕 (2010)。吞世代青少年品牌形象及品牌態度之研究－以同儕從眾行為為干擾變數。行銷評論，7(4)，525 – 555。https://doi.org/10.29931/MR.201012.0005 林廷燁 (2022年5月15日)。臺灣職籃P.LEAGUE+與T1 League應援文化與主客場屬地經營生態比較。關鍵評論。取自https://www.thenewslens.com/article/166731 卓漢薇、陳建廷（2018）。臺灣超級籃球聯賽運動贊助現況之探討。海峽兩岸體育研究學報, 12(2)，1–16。https://www.airitilibrary.com/Article/Detail?DocID=19951663-201809-201811140011-201811140011-1-16 范碧珍 (2001)。體驗式消費時代來臨。突破雜誌。187，26-30。 洪銘揚（2017）。從消費者運動涉入探討企業運動贊助中華職棒球隊主題日賽事對品牌知名度、企業形象、品牌認同與購買意願關係之研究。﹝碩士論文。國立中正大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/38w2ve。 高潔瑩、王又鵬、李潤楠（2020）。品牌形象、知覺價值以及品牌態度對購買意圖影響效果之探討。環球科技人文學刊，(26)，21-42。https://www.airitilibrary.com/Article/Detail?DocID=19922493-202007-202008040012-202008040012-21-42 馬治綱、董益吾、鄧碧珍 (2015)。運動賽會與贊助商契合度之效益研究。休憩管理研究，2(2)，25 – 41。https://www.airitilibrary.com/Article/Detail?DocID=P20151002001-201509-201601080002-201601080002-25-41 徐嘉良、王如鈺 、莊濬詠 (2015)。運動贊助產業關聯性之研究－ 以季賽型職業運動為例。休閒保健期刊， 14，134 – 143。https://www.airitilibrary.com/Article/Detail?DocID=a0000553-201512-201607270053-201607270053-134-143 陳仕佳、蔡琪揚、陳昭彥 (2023)。新「三國誌」－我國籃球運動職業化歷程的十字路。運動文化研究，(42)，29-64。https://doi.org/10.29818/SS.202303_(42).0002 陳巧幸、黃美華、陳瓊燕 (2024)。運動贊助對品牌認同與購買意圖之影響。觀光與休閒管理期刊，12(1)，167-180。https://doi.org/10.6510/JTLM.202406_12(1).0016 陳欽雨、張書豪、 吳三榮 (2017)。品牌認同及購買意圖之影響－以中華職棒廣告贊助廠商為例。行銷評論，14(2)，137 – 161。https://www.airitilibrary.com/Article/Detail?DocID=18134483-201706-201710200016-201710200016-137-161 張玉琳 (2013)。企業運動贊助對贊助績效影響之研究：形象轉移中介角色，品牌熟悉度稀釋效果與一致性調節形中介角色之探討。企業管理學報，97， 87-112。https://www.airitilibrary.com/Article/Detail?DocID=10259627-201306-201307040001-201307040001-87-112 張如君（2013）。品牌形象、品牌態度、品牌忠誠度與購買意願之關係研究-統一星巴克及85℃之比較。﹝碩士論文。台南應用科技大學﹞臺灣博碩士論文知識加值系統。https://hdl.handle.net/11296/8p736t。 張秀樺、 黃筱涵 (2017) 品牌APP與事件行銷對品牌態度與購買意願之影響。行銷評論，14(4)，367 – 389。https://www.airitilibrary.com/Article/Detail?DocID=18134483-201712-201807260013-201807260013-367-389 張佩婷、宋映呈、游家婕 (2015)。品牌形象、體驗價值、顧客滿意關係研究－以NIKE 品牌為例。臺灣觀光學報，10，39-52。https://www.airitilibrary.com/Article/Detail?DocID=a0000460-201509-201510230006-201510230006-39-52 張宜傑、陳人維、柳立偉 (2012) 。運動品牌建立品牌形象之過程及行銷概念之研究以阿迪達斯為例。運動健康休閒學報，3，107-118。https://doi.org/10.29961/JSHL.201204.0011 張長燕（2008）。臺北市國小教師對運動服品牌形象與購買意願模式之研究—線性結構方程模式之驗證。﹝碩士論文。臺北市立教育大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/996hem 張景弘、徐世同、高俊雄 (2012)。運動賽會觀眾贊同與贊助品牌配適對贊助者偏好之研究。臺灣體育運動管理學報，12 (1)，1-24。https://doi.org/10.6547/tassm.2012.0001 程紹同（2001）。第5促銷元素：運動贊助行銷新風潮。大專體育，(55)，139-139。https://doi.org/10.6162/SRR.2001.55.23 黃少章 (2010)。品牌形象、品牌個性、品牌態度、品牌偏好與運動商品購買意圖關係之研究。運動傳播學刊，3，130 – 148。https://doi.org/10.29595/ZHWHGX.201008.0009 黃筱羽（2015）。國家形象對品牌形象、品牌偏好與購買意圖之影響-以智慧型手機品牌為例。﹝碩士論文。國立成功大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/a688as 黃識銘 (2017)。品牌形象對品牌忠誠的建構：CAC中介路徑擴展模式。管理學報，34(1)，1 – 29。https://doi.org/10.6504/JOM.2017.34.01.01 游郁香（2025年5 月 28 日）。TPBL 年度主場獎揭曉！新竹攻城獅「多元觀賽體驗」獲青睞。ETtoday 新聞雲．ETtoday 運動雲。取自https://sports.ettoday.net/news/2968720 曾思儒 (2024年7月9日)。籃球／職籃重新洗牌確定！新聯盟7隊迎接「臺灣職業籃球大聯盟」。聯合報。取自https://udn.com/news/story/6999/8084353 莊正汶（2013）。品牌形象、品牌態度、品牌個性與自我概念一致性、從眾行為與購買意願之關係-以Apple品牌平板電腦為例。﹝碩士論文。國立東華大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/7x8cte 新竹御嵿攻城獅（2020）。球隊介紹。新竹御嵿攻城獅官方網站。取自https://www.lioneers.tw/pages/team 新竹御嵿攻城獅（2023年12月7日）。新竹麵館領導品牌「翟九」@bookingchai9 力挺攻城獅！Facebook。取自https://www.facebook.com/hsinchulioneers/posts/348049901202133/ 楊芷瑜、丁于珊、盧俊吉、徐郁倫 (2020)。運動球鞋品牌形象、品牌認同與忠誠度對再購意願影響之研究。觀光與休閒管理期刊，8()，56-64。https://doi.org/10.6510/JTLM.202008/SP_8.0006 葉桂珍（2013）。在地運動贊助者知覺的影響因素與效益分析－以臺灣職棒臺南區比賽為例。管理評論，32(1)，17–37、107–112。https://doi.org/10.6656/MR.2013.32.1.CHI.17 傅仰德 (2007)。品牌形象、服務品質、顧客滿意與行為意向之研究-以兆豐銀行為例〔未出版之碩士論文〕。國立高雄應用科技大學。 賴岳炫、曾盛恕、林孟彥 (2020)。球隊認同感、對贊助商態度與休閒效益：口碑意願型態的中介效果。體育學報，53(1)，95-110。https://doi.org/10.6222/pej.202003_53(1).0006 蕭苑瑜、陳冠穎、蔡進發、魏妤倩 (2017)。元件品牌的品牌依附和品牌形象、共品牌契合度、共品牌評價與共品牌購買意願關係之研究。行銷評論，14(1)，23 – 49。https://www.airitilibrary.com/Article/Detail?DocID=18134483-201703-201706230014-201706230014-23-49 劉玉峯、陳信中、康正男 (2014)。運動贊助與關係行銷整合模式之效益分析。大專體育學刊，16(1)，14-25。https://doi.org/10.5297/ser.1601.002 郭嘉珍、劉財龍 (2019)。消費者認知與善因行銷對購買意願之影響。大仁學報， 53，39 – 63。https://www.airitilibrary.com/Article/Detail?DocID=P20101109004-201912-202002050006-202002050006-39-63 郭嘉珍、 劉財龍 (2021)。社會責任與品牌形象對購買意願之影響。大仁學報，55，17-35。https://www.airitilibrary.com/Article/Detail?DocID=P20101109004-202112-202203010009-202203010009-17-35 謝學儀（2004）。中華職棒運動贊助效益之研究。﹝碩士論文。銘傳大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/faa9h4 顏惠芸、林伯賢、林榮泰 (2015)。產品感質對品牌形象之影響。設計學報，20(2) ，1–24。https://www.airitilibrary.com/Article/Detail?DocID=16068327-201506-201507010011-201507010011-1-24 鄭三權 (2013)。臺灣大型運動賽會觀眾對企業贊助商之品牌形象與忠誠度關聯性研究。《亞洲高齡全人健康及產業發展期刊》，3，49-60。 https://doi.org/10.6263/ASHLE.201311_(3).0005 蘇靖雅、周思芸、馬上閔 (2020)。臺灣之運動品牌研究回顧 : 2000-2020。運動管理 ，49，13 – 31。https://www.airitilibrary.com/Article/Detail?DocID=18148972-202007-202007240012-202007240012-13-31 二、英文文獻 Aaker, D. A.(1991).Managing brand equity.New York:Free Press. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of marketing, 54(1), 27-41. https://doi.org/10.1177/002224299005400102 Acar, A., Büyükdağ, N., Türten, B., Diker, E., & Çalışır, G. (2024). The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model. Humanities and Social Sciences Communications, 11(1), 1-13. https://doi.org/10.1057/s41599-024-03618-w Aguiló-Lemoine, À. E., Rejón-Guardia, F., & García-Sastre, M. A. (2020). Congruence effects on the effectiveness of sponsorship of sport event websites: an experimental approach. Sustainability, 12(19), 8173. https://doi.org/10.3390/su12198173 Aiken, K. D., Campbell, R. M., & Koch, E. C. (2013). Exploring the relationship between team (as brand) personality and geographic personality: Linking consumer perceptions of sports teams and cities. International Journal of Sports Marketing and Sponsorship, 15(1), 2-14. https://doi.org/10.1108/IJSMS-15-01-2013-B002 Aissa, S.A., & Matar, A. (2016). The Impact of Sport Sponsorship on Brand Value: Evidence from Algeria. Business and Economic Research, 6, 363-380. https://doi.org/10.5296/BER.V6I1.9453 Alonso Dos Santos, M., Vveinhardt, J., Calabuig Moreno, F., & Montoro Ríos, F. J. (2016). Involvement and image transfer in sports sponsorship. Engineering Economics, 27(1), 78–89. https://doi.org/10.5755/j01.ee.27.1.8536 Anwar, S., Min, L., & Dastagir, G. (2019). Effect of Service Quality , Brand Image , Perceived Value on Customer Satisfaction and Loyalty in the Chinese Banking Industry. International Journal of Business, Economics and Management Works, 6(3), 24-30. https://doi.org/10.57178/jer.v6i1.650 Ashraf, M. A., Joarder, M. H. R., & Ratan, S. R. A. (2018). Consumers’ anti consumption behavior toward organic food purchase: an analysis using SEM. British Food Journal, 121(1), 104–122. https://doi.org/10.1108/BFJ-02-2018-0072 Bajac, H., Palacios, M., & Minton, E. A. (2018). Consumer-brand congruence and conspicuousness: an international comparison. International Marketing Review, 35(3), 498-517. https://doi.org/10.1108/IMR-12-2016-0225 Baker, D. & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5 Balakrishnan, P. V. & Pathak, S. (2014). Impeding the juggernaut of innovation diffusion: A production‐ constrained model. Production and Operations Management,23(7), 1183–1197. https://doi.org/10.1111/poms.12106 Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173 Boronczyk, F., & Breuer, C. (2020). Brand-related feelings and sponsor attitude formation. International Journal of Sports Marketing & Sponsorship, 21, 513-526. https://doi.org/10.1108/ijsms-11-2019-0118 Brochado, A., Dionísio, P., & Leal, M. C. (2018). Sponsoring the football national team. Journal of Business & Industrial Marketing, 33(5), 625–637. https://doi.org/10.1108/JBIM-03-2017-0076 Cao, C., Chu, C., Ding, X., & Shi, Y. (2024). Leave or stay? Factors influencing consumers’ purchase intention during the transformation of a content anchor to a live stream anchor. Asia Pacific Journal of Marketing and Logistics, 36(8), 1871-1897. https://doi.org/10.1108/APJML-08-2023-0740 Carrillat, F. A., d’Astous, A., & Davoine, V. (2013). The Sponsor-Event Geographical Match as a Dimension of Event-Sponsor Fit: An Investigation in Europe and North America. Australasian Marketing Journal, 21(4), 264-270. https://doi.org/10.1016/j.ausmj.2013.08.007 Casper, J. (2007). Sport Commitment, Participation Frequency and Purchase Intention Segmentation based on Age, Gender, Income and Skill Level with US Tennis Participants. European Sport Management Quarterly, 7(3), 269–282. https://doi.org/10.1080/16184740701511110 Catane, K. J. H., Lambas, D. K., Laquinon, A. N., Lobo, B. C. V., Miranda, S. K. T., Orbita, R. J. G., ... & Aquino, M. P. (2025). Impact of Local Event Sponsorship on Brand Image and Consumer Buying Behavior. International Journal of Research and Innovation in Social Science, 9(4), 2712-2737. https://dx.doi.org/10.47772/IJRISS.2025.90400201 Chanavat, N., Martinent, G., & Ferrand, A. (2009). Sponsor and sponsees interactions: Effects on consumers’ perceptions of brand image, brand attachment, and purchasing intention. Journal of Sport Management, 23(5), 644-670. https://doi.org/10.1123/jsm.23.5.644 Chaudhuri, A. (1999). Does Brand Loyalty Mediate Brand Equity Outcomes? Journal of Marketing Theory and Practice, 7(2), 136–146. https://doi.org/10.1080/10696679.1999.11501835 Chi, Y.-q., Zhu, J.-l., & Yan, Z.-j. (2016). A study on the influence of brand image on consumers’ purchase intention—Based on IT skills training. Proceedings of the International Conference on Informatics, Management Engineering and Industrial Application, 5(1). https://doi.org/10.12783/dtetr/imeia2016/9328 Cornwell, T. B., & Kwon, Y. (2020). Sponsorship-linked marketing: Research surpluses and shortages. Journal of the Academy of Marketing Science, 48(4), 607–629. https://doi.org/10.1007/s11747-019-00654-w Cho, H. (2016). Effects of event–sponsor fit on consumers’ attitude toward corporate sponsors and intention to purchase sponsored products in different level of sponsorship advertising: A team versus a league (Unpublished master’s thesis). The University of Texas at Austin, Austin, TX. Retrieved from https://repositories.lib.utexas.edu/items/be537f33-79b0-499c-8d1f-c78c5e719fdd Dalangin, J. J. G., McArthur, J. M., Salvador, J. B. M., & Bismonte, A. B. (2021). The impact of social media influencers purchase intention in the Philippines. Jurnal Studi Komunikasi, 5(3), 551-568. Retrieved from https://ejournal.unitomo.ac.id/index.php/jsk/article/view/4399 Devlin, M. B., & Billings, A. C. (2018). Examining confirmation biases: Implications of sponsor congruency. International Journal of Sports Marketing and Sponsorship, 19(1), 58–73. https://doi.org/10.1108/IJSMS-10-2016-0078 Dewi, A. A. I. S., Giantari, I. G. A. K., Suprapti, N. W. S., & Widagda, I. G. N. J. A. K. (2024). The role of attitude mediates the effect of brand awareness and brand image on product purchase intention. World Journal of Advanced Research and Reviews, 24(2), 1151–1161. https://doi.org/10.30574/wjarr.2024.24.2.3114 Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.2307/3172866 Dzoolkarnain, H. H., Zid, A., Ab Aziz, M. N., Hashim, M., & Rozaidi, N. A. (2023). Sport sponsorship and purchase intention among football league fans: A literature review. Malaysian Journal of Social Sciences and Humanities (MJSSH), 8(6), e002385-e002385. https://doi.org/10.47405/mjssh.v8i6.2385 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 Gilaninia, S., & Abbaszadeh, M. R. (2011). Assessing the constructs of sport sponsorship effectiveness and theoretical relationships between them among football fans in Iran. Journal of basic and applied scientific research, 1(7), 606-616.https://doi.org/10.5430/bmr.v2n2p37 Gordon, C. E., & Cheah, S. (2017). Sports sponsorship “success”: Moving beyond evaluating transactions to understanding relationships. e Journal of Social & Behavioural Research in Business, 8(1), 1–14. https://doi.org/10.2139/ssrn.2393789 Gwinner, K.P., & Bennett, G. (2008). The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context. Journal of Sport Management, 22, 410-426. https://doi.org/10.1123/JSM.22.4.410 Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: the role of image transfer. Journal of Advertising, 28(4), 47-57. https://doi.org/10.1080/00913367.1999.10673595 Greyser and Lund (2016).Corporate Sponsorship in Culture – A Case of Collaborative Marketing by a Global Bank and a Major Art Museum. Journal of Business and Policy Research. 11(2), 156 – 177. Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025. https://doi.org/10.1016/j.jbusres.2013.08.008 Gündüzyeli, B. (2023). The effect of team support and attitude towards the sponsor on purchase intention in sports club sponsorship. Spor Bilimleri Araştırmaları Dergisi, 8(3), 749-762. https://doi.org/10.25307/jssr.1349833 Guo, Z., Guo, J., & Chen, S. (2024). Exploring Key Factors Influencing Sports Enthusiasts' Purchase of Sponsored Brands. HighTech and Innovation Journal. https://doi.org/10.28991/hij-2024-05-04-07 Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Education. Ho, Lado and Rivera-Torres (2017). Detangling consumer attitudes to better explain co-branding success. Journal of Product & Brand Management 27(4). https://doi.org/10.1108/JPBM-11-2015-1039 Hutabarat, P. and Gayatri, G. 2014. The Influence of Sponsor-Event Congruence in Sponsorship of Music Festival. The South East Asian Journal of Management, 8(1). https://doi.org/10.21002/seam.v8i1.3101 Huthasuhut, M. F. A., Lubis, P. H., & Utami, S. (2022). The influence of brand image and lifestyle on purchase intention mediated by consumer attitude on personal care products with regional comparison as multigroup moderator (Study on consumers in Banda Aceh vs Lhokseumawe). International Journal of Scientific and Management Research, 5(8), 43–57. https://doi.org/10.37502/IJSMR.2022.5804 Hwang, C.S., & Choi, M.H. (2013). The influence of consumers' sports involvement on their attitudes to sports sponsorship of sportswear, brand equity, and purchase intention. The Research Journal of the Costume Culture, 21, 921-937. https://doi.org/10.7741/RJCC.2013.21.6.921 Ilicic, J., Baxter, S., & Kulczynski, A. (2015). Names versus faces: examining spokesperson-based congruency effects in advertising. European Journal of Marketing, 49(1-2), 62-81. https://doi.org/10.1108/EJM-10-2013-0579 Jaafar, S. N., Lalp, P. E., and Mohamed, Naba, M. (2013). Consumers’ Perceptions, Attitudes and Purchase Intention towards Private Label Food Products in Malaysia. Asian Journal of Business and Management Science, 2(8), 73-90. Kaya, B. (2024). An Examination of the Brand Attitudes of Faculty of Sports Sciences Students Towards Sports Products. Sport Economics Research, 1(1), 1-10. https://doi.org/10.71125/sporteconres.4 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101 Kılıç, S. (2016). Cronbach’s alpha reliability coefficient. Psychiatry and Behavioral Sciences, 6(1), 47–48. https://doi.org/10.5455/jmood.20160307122823 Kotler, P. (2003). Marketing management. 11th Edition, Prentice-Hall, Upper Saddle River. Konstantoulaki, K., Rizomyliotis, I., Giovanis, A., Conti, V., & Kallandranis, C. (2017). Sponsoring sports teams with low media exposure: an exploratory investigation on small and medium sized B2B firms. International Journal of Marketing Studies, 9(5), 77-94.https://doi.org/10.5539/ijms.v9n5p77 Koo, J., & Lee, Y. (2018). Sponsor event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes. Sport Management Review, 22(2), 222–234. https://doi.org/10.1016/j.smr.2018.03.001 Koronios, K., 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, 238 - 250. https://doi.org/10.1080/10496491.2016.1121739 Ko, Y.J., Kim, K., Claussen, C.L., & Kim, T.H. (2008). The Effects of Sport Involvement, Sponsor Awareness and Corporate Image on Intention to Purchase Sponsors' Products. International Journal of Sports Marketing & Sponsorship, 9, 79-94. https://doi.org/10.1108/IJSMS-09-02-2008-B004 Kral, P., Janošková, K., Lazaroiu, G., & Suler, P. (2020). Impact of selected socio demographic characteristics on branded product preference in consumer markets. Management & Marketing: Challenges for the Knowledge Society, 15(4), 570–586. https://doi.org/10.2478/mmcks-2020-0033 Kshetri, A. (2017). Effect of demographic factors on brand preference. International Journal of Engineering Research and Management, 5(3), 45–49. Retrieved from https://www.ijerm.com/download_data/IJERM0503008.pdf Lee, C., & Lim, S. Y. (2020). Impact of environmental concern on image of internal GSCM practices and consumer purchasing behavior. Journal of Asian Finance, Economics and Business, 7(6), 241–254. https://doi.org/10.13106/jafeb.2020.vol7.no6.241 Lee, D., Trail, G. T., Lee, C., & Schoenstedt, L. J. (2013). Exploring factors that affect purchase intention of athletic team merchandise. ICHPER SD Journal of Research, 8(1), 40–48. Retrieved from https://files.eric.ed.gov/fulltext/EJ1013821.pdf Lee, S., & Ross, S. D. (2012). Sport sponsorship decision making in a global market: An approach of Analytic Hierarchy Process (AHP). Sport, Business and Management: An International Journal, 2(2), 156–168. https://doi.org/10.1108/20426781211243999 Lee, S. I., Yu, H. S., & Ha, S. Y. (2004). Brand recognition analysis: Sponsorship of 3 on 3 basketball tournament. The Korean Journal of Physical Education, 43(6), 677–687. Lee, J. E., Goh, M. L., & Mohd Noor, M. N. B. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161–178. https://doi.org/10.1108/PRR-11-2018-0031 Lee, J.H., Lee, J., & Lee, J. (2018). The Effects of Brand Fit of Sports Brand Collaboration Products on Brand Identification, Brand Attitude and Purchase Intention. Journal of Sport and Leisure Studies. https://doi.org/10.51979/kssls.2018.11.74.41 Lee, J.L., James, J.D., & Kim, Y.K. (2014). A Reconceptualization of Brand Image. International Journal of Business Administration, 5, 1-11. https://doi.org/10.5430/IJBA.V5N4P1 Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523-538. https://doi.org/10.1123/jsm.2014-0195 Lin, H. C., & Bruning, P. F. (2020). Comparing consumers’ in group favor and out group animosity processes within sports sponsorship. European Journal of Marketing, 54(4), 791–824. https://doi.org/10.1108/EJM-03-2018-0195 Liu, Y. P., & Yang, R. (2009). Competing loyalty programs: Impact of market saturation, market share, and category expandability. Journal of Marketing, 73(1), 93–108. https://doi.org/10.1509/jmkg.73.1.93 Low, G. S., & Lamb, C. W., Jr. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350–368. https://doi.org/10.1108/10610420010356966 Medina-Molina, C., Rey-Moreno, M., & Periáñez-Cristóbal, R. (2021). Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention. Journal of Business Research, 122, 304-310. https://doi.org/10.1016/j.jbusres.2020.08.062 Mirabi, V., Akbariyeh, H. and Tahmasebifard, H. (2105) A Study of Factors Affecting on Customers Purchase Intention. Journal of Multidisciplinary Engineering Science and Technology, 2, 267-273. https://doi.org/10.4236/ib.2016.83006 Morwitz, V. (2014). Consumers' purchase intentions and their behavior. Foundations and Trends® in Marketing, 7(3), 181-230. https://doi.org/10.1561/1700000036 Nandamuri, P. P., & Gowthami, C. (2012). Demographic factors influencing brand choices: An exploratory study. International Journal of Marketing Studies, 4(1), 129–139. https://doi.org/10.5539/ijms.v4n1p129 Neal, W. D. (2000). Three’s not the magic number: When measuring loyalty satisfactorily, don’t measure CS. Marketing News, 34(13),19. Ngan, H., Prendergast, G.P., & Tsang, A.S. (2011). Linking sports sponsorship with purchase intentions: Team performance, stars, and the moderating role of team identification. European Journal of Marketing, 45, 551-566. https://doi.org/10.1108/03090561111111334 Nguyen, D. T., & Vu, H. T. (2022). Measuring attitudes toward sponsor and purchase intention. Cogent Business & Management, 9(1), 2049961. https://doi.org/10.1080/23311975.2022.2049961 Novais, M. A., & Arcodia, C. (2013). Measuring the effects of event sponsorship: Theoretical frameworks and image transfer models. Journal of Travel & Tourism Marketing, 30(4), 308–334. https://doi.org/10.1080/10548408.2013.784149 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 Olson, E. L., & Thjømøe, H. M. (2011). Explaining and articulating the fit construct in sponsorship. Journal of Advertising, 40(1), 57–70. https://doi.org/10.2753/JOA0091-3367400104 Özsomer, A. (2012). The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. Journal of International Marketing, 20(2), 72–95. https://doi.org/10.1509/jim.11.0105 Papadimitriou, D., Kaplanidou, K. K., & Papacharalampous, N. (2016). Sport event–sponsor fit and its effects on sponsor purchase intentions: A non consumer perspective among athletes, volunteers and spectators. Journal of Business & Industrial Marketing, 31(2), 247–259. https://doi.org/10.1108/JBIM-09-2014-0187 Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept image management. Journal of Marketing, 50(4), 135–145. https://doi.org/10.1177/002224298605000401 Park, H., & Park, S. (2019). The effect of emotional image on customer attitude. Journal of Asian Finance, Economics and Business, 6(3), 259–268. https://doi.org/10.13106/jafeb.2019.vol6.no3.259 Park, J. Y., & Sihombing, S. O. (2020). Effects of sponsor-event congruence on brand image, attitude toward the brand, and purchase intention: An empirical analysis in the context of sport sponsorship. Jurnal Aplikasi Manajemen, 18(1), 14–27. https://doi.org/10.21776/ub.jam.2020.018.01.02 Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influence brand attitude and purchase intention? Journal of Promotion Management, 24(2), 153–177. https://doi.org/10.1080/10496491.2017.1360826 Pino, G., Toma, P., Rizzo, C., Miglietta, P. P., Peluso, A. M., & Guido, G. (2017). Determinants of farmers’ intention to adopt water saving measures: Evidence from Italy. Sustainability, 9(1), 77.https://doi.org/10.3390/su9010077 Pitts, B. G., & Stotlar, D. K. (2002). Fundamentals of sport marketing (2nd ed.). Fitness Information Technology, Inc. Polonsky, M.J. (1996). Small business and sport sponsorship. Journal of Promotion Management, 3, 121-140.https://doi.org/10.1300/J057V03N01_08 Pratama, A. Y., Supriadi, B., & Respati, H. (2022). Demographic Factors to Strengthen the Influence of Brand Image and Store Service Quality on Purchasing Decisions. East African Scholars Journal of Economics, Business and Management, 5(11), 406-413. https://doi.org/10.36349/easjebm.2022.v05i11.002 Rai, J.S., & Singh, A. (2020). The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League. IIM Kozhikode Society & Management Review, 9, 202 - 212. https://doi.org/10.1177/2277975219871341 Renu, B., Bansal, S., & Gupta, V. (2020). The influence of social media on consumer purchase intention. International Journal of Scientific & Technology Research, 9(3), 3136–3142. Retrieved from https://www.ijstr.org/final-print/mar2020/The-Influence-Of-Social-Media-On-Consumer-Purchase-Intention.pdf Rich, G., Hall, J.N., & Hawkins, B. (2019). Conceptual distinctions in general and local sponsorship objectives. Global Sport Business. https://doi.org/10.4324/9780429025662-14 Romaniuk, J., & Sharp, B. (2003). Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), 218–229. https://doi.org/10.1057/palgrave.jt.5740079 Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 30–42. https://doi.org/10.1080/00913367.2004.10639151 Roy, D. P., & Cornwell, T. B. (2003). Brand equity’s influence on responses to event sponsorships. Journal of Product & Brand Management, 12(6), 377–393. https://doi.org/10.1108/10610420310498803 Sallam, M. A., & Wahid, N. (2012). Endorser credibility effects on Yemeni male consumers’ attitudes towards advertising, brand attitude and purchase intention: The mediating role of attitude toward brand. International Business Research, 5(4), 55–64. https://doi.org/10.5539/ibr.v5n4p55 Sarıoğlu, C. İ. (2022). In terms of demographics, the purchasing tendencies of supporters of Turkey's Big Three teams. International Journal of Disciplines Economics & Administrative Sciences Studies, 8(45), 599–611. https://doi.org/10.29228/ideas.64155 Sarpong, A., & Zungu, N. P. (2025). Sports sponsorship, brand image, and purchase intentions toward sponsors’ products. Managing Sport and Leisure, 1(1), 1–18. https://doi.org/10.1080/23750472.2024.2444449 Saxena, N.K., & Dhar, U. (2017). Brand Image: A Seasoned Review. Asian Journal of Management, 8, 103-106. https://doi.org/10.5958/2321-5763.2017.00016.6 Seo, I., & Kim, S. (2021). The Relationship between Brand Assets of Sporting Goods, Brand Attitude, Brand Commitment and Brand Trust. Korean Journal of Sports Science. https://doi.org/10.35159/kjss.2021.12.30.6.389 Simonin, B. L., & Ruth, J. A. (1995). Bundling as a strategy for new product introduction: Effects on consumers’ reservation prices for the bundle, the new product, and its tie in. Journal of Business Research, 33(3), 219–230. https://doi.org/10.1016/0148-2963(94)00071-L Sousa, A., Nobre, H., & Farhangmehr, M. (2019). Cosmopolitanism and the mediating effect of country image on consumers’ purchase, visit and investment intentions. Journal of Asian Finance, Economics and Business, 6(4), 159–170. https://doi.org/10.13106/jafeb.2019.vol6.no4.159 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 Schiffman,L.G.& Kanuk,L.L.(2000), Consumer Behavior,7nd Edition, Wisconsin: Prentice Hall. Srivastava, M., & Kamdar, R. (2009). Brand Image Formation as a Function of Involvement and Familiarity. Paradigm, 13, 84 - 90. https://doi.org/10.1177/0971890720090111 Sung, K., & Jeon, Y. (2024). The Effects of Online Review on Brand Attitude, Brand Image and Purchase Intention of Sports Products. Library of Progress-Library Science, Information Technology & Computer, 44(2). Vilčeková, L., & Sabo, M. (2013). The influence of demographic factors on attitudes toward brands and brand buying behavior of Slovak consumers. International Journal of Education and Research, 1(11), 1-10. Wahid, N. A., & Ahmed, M. (2011). The Effect of Attitude toward Advertisement on Yemeni Female Consumers' Attitude toward Brand and Purchase Intention. Global Business & Management Research, 3(1). Walzel, S., & Nowak, G. (2021). Clever or foolish? Playing with the rivalry in leveraging sports sponsorships of SMEs. International Small Business Journal: Researching Entrepreneurship, 40, 47 - 67. https://doi.org/10.1177/02662426211009081 Wang, Y.-H., & Tsai, C.-F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27–40. Retrieved from https://ssrn.com/abstract=2322833 Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2017). Inferring corporate motives: How deal characteristics shape sponsorship perceptions. Journal of Marketing, 81(5), 121–141. https://doi.org/10.1509/jm.16.0082 Wu, S.-I., & Chang, H.-L. (2016). The model of relationship between the perceived values and the purchase behaviors toward innovative products. Journal of Management and Strategy, 7(2), 31–41. https://doi.org/10.5430/jms.v7n2p31 Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 3, 58–62. https://doi.org/10.4236/ojbm.2015.31006 | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/98419 | - |
| dc.description.abstract | 隨著職業運動產業與地方行銷的結合日益密切，在地贊助成為球隊與企業雙方提升品牌價值的重要手段。本研究以TPBL新竹御嵿攻城獅球迷為研究對象，探討在地贊助商之品牌契合度、品牌形象與品牌態度對消費者購買意願之預測力，並檢驗品牌態度是否具有中介效果。目的：探討品牌契合度與品牌形象如何透過品牌態度預測購買意願，並分析不同人口背景變項之差異。方法：本研究採用問卷調查法，回收331份問卷，扣除無效樣本後共獲得307份有效樣本，並使用SPSS 30.0進行敘述統計、單因子變異數分析、獨立樣本t檢定與迴歸分析。結果：一、品牌契合度與品牌形象皆能顯著正向預測購買意願。二、品牌態度對購買意願亦具正向顯著預測力，並在兩者與購買意願之間發揮中介效果。三、月收入與對贊助商注意程度對所有構面皆具有顯著差異。結論：提升品牌與球隊間的契合性與形象塑造，有助於強化球迷對品牌的態度與購買傾向，未來可作為在地贊助策略與品牌經營之參考依據。 | zh_TW |
| dc.description.abstract | As the integration between professional sports and local marketing becomes increasingly close, local sponsorship has become a key strategy for enhancing brand value for both teams and corporate sponsor. This study focuses on fans of the TPBL Hsinchu Toplus Lioneers to explore how brand congruence, brand image, and brand attitude of local sponsors predict consumers’ purchase intention, and whether brand attitude mediates these effects.Purpose : To examine the predictive power of brand congruence and brand image on purchase intention through brand attitude, and to analyze differences across demographic variables.
Method : A questionnaire survey was conducted, yielding 331 responses. After excluding invalid samples, 307 valid responses were analyzed using SPSS 30.0 for descriptive statistics, one-way ANOVA, Independent Samples t-test and regression analysis.Results : (1) Both brand congruence and brand image significantly and positively predicted purchase intention. (2) Brand attitude had a significant influence on purchase intention and mediated the effects of the other two variables. (3) Significant differences were found across all constructs for both monthly income and the level of attention paid to sponsors.Conclusion : Enhancing brand congruence and image can strengthen fans’ attitudes and purchase tendencies, providing valuable insights for local sponsorship strategies and brand management. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-08-05T16:18:05Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-08-05T16:18:05Z (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 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第三節 研究問題 5 第四節 研究範圍與限制 5 第五節 名詞操作型定義 6 第貳章 文獻探討 8 第一節 在地贊助商 8 第二節 品牌契合度 11 第三節 品牌形象 13 第四節 品牌態度 16 第五節 購買意願 20 第六節 文獻總結 21 第參章 研究方法 23 第一節 研究架構與假設 23 第二節 研究流程 24 第三節 研究對象及抽樣方法 25 第四節 問卷內容 26 第五節 資料處理與分析 29 第肆章 結果與討論 32 第一節 背景變項對各變數之分析 32 第二節 品牌構面對購買意願之預測與品牌態度中介效果分析 46 第三節 整體假設結果整理 51 第伍章 結論與建議 52 第一節 結論 52 第二節 建議 54 參考文獻 57 一、中文文獻 57 二、英文文獻 63 附錄一 : 研究問卷內容 79 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 在地贊助 | zh_TW |
| dc.subject | 品牌契合度 | zh_TW |
| dc.subject | 品牌形象 | zh_TW |
| dc.subject | 品牌態度 | zh_TW |
| dc.subject | 購買意願 | zh_TW |
| dc.subject | 新竹御嵿攻城獅 | zh_TW |
| dc.subject | Brand Image | en |
| dc.subject | Local Sponsorship | en |
| dc.subject | Hsinchu Toplus Lioneers | en |
| dc.subject | Purchase Intention | en |
| dc.subject | Brand Attitude | en |
| dc.subject | Brand Congruence | en |
| dc.title | 在地贊助商品牌契合度、品牌形象、品牌態度與消費者購買意願之研究—以TPBL新竹御嵿攻城獅為例 | zh_TW |
| dc.title | Relationship Analysis among Brand Fit, Brand Image, Brand Attitude and Consumers’ Purchase Intention in Professional Team Sport — A Case Study of Hsinchu Toplus Lioneers | 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;Chih-Hsien Yang | en |
| dc.subject.keyword | 在地贊助,品牌契合度,品牌形象,品牌態度,購買意願,新竹御嵿攻城獅, | zh_TW |
| dc.subject.keyword | Local Sponsorship,Brand Congruence,Brand Image,Brand Attitude,Purchase Intention,Hsinchu Toplus Lioneers, | en |
| dc.relation.page | 84 | - |
| dc.identifier.doi | 10.6342/NTU202502126 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2025-07-29 | - |
| 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 | 2030-07-23 | - |
| 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 未授權公開取用 | 1.64 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。