企业赞助对消费者品牌态度之影响-academic-journalorg.pdf

行銷評論，2007 年夏季 第4 卷，第2 期，頁187-220 企業贊助對消費者品牌態度之影響 李元恕 逢甲大學國際貿易學系副教授 賴心怡 永豐銀行 摘 要 本研究的目的在於探討企業贊助對消費者品牌態度之影響。以企業贊 助運動賽事為主要之探討範圍，研究結果發現，消費者對活動的喜愛程度 對於品牌形象轉移並無顯著影響，但對贊助者可信度及情感則有顯著的影 響。活動的認知地位對於企業運動贊助效益皆無任何顯著的影響。消費者 對贊助者的態度及贊助者與活動之間的一致性均會顯著地影響企業運動贊 助的效益。最後，在贊助效益對於品牌態度影響的部分，對贊助者的可信 度確實對於提升品牌態度有所幫助，但品牌形象轉移及對贊助者的情感對 於品牌態度則皆無顯著影響。 關鍵字：贊助、品牌形象移轉、贊助者可信度、贊助者情感、品牌態度 A Study of the Effect of Corporate Sponsorship on Consumers’ Brand Attitude Yuan-shuh Li Feng Chia University Hsin-Yi Lai Bank SinoPac 188 行銷評論 Abstract The purpose of this research is to examine the effect of corporate sponsorship on consumers’ brand attitude. The test results indicate that while the effect of personal liking of the event on brand image transfer is not significant, it still exerts significant influence on sponsor credibility and affect. Consumer perceived status of the event has no influence on sponsorship benefits. Consumer attitude toward the sponsor and congruence between sponsor and event generate a significant effect on sponsorship benefits. Finally, sponsor credibility can actually enhance consumers’ brand attitude. However, both brand image transfer and sponsor affect have no significant influence on brand attitude. Keywords: Sponsorship, Brand Image Transfer, Sponsor Credibility, Sponsor Affect, Brand Attitude