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題 名 | 品牌形象、品牌認同與品牌忠誠度之關聯性研究--以2013臺灣NBA熱身賽之休士頓火箭與印第安那溜馬為例=Assement of Relationship among Brand Image, Brand Identification and Brand Loyalty: Taking 2013 NBA Taiwan Warm-up Match as an Example |
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作 者 | 吳嘉浚; 張文榮; 張佩婷; 陳慧峰; | 書刊名 | 運動研究 |
卷 期 | 24:1 2015.06[民104.06] |
頁 次 | 頁25-43 |
分類號 | 496.1 |
關鍵詞 | 消費者行為; 品牌-消費者關係; 美國職籃; 休士頓火箭; 印第安那溜馬; Consumer behavior; Brand-consumer relationship; NBA; Houston Rockets; Indiana Pacer; |
語 文 | 中文(Chinese) |
中文摘要 | 目的:探討2013年NBA臺灣熱身賽(休士頓火箭與印第安那溜馬)的現場觀眾對於個人所支持球隊的品牌形象、品牌認同與品牌忠誠度的關聯性。方法:針對150份有效樣本以結構方程式進行各項假設的驗證分析。結果:品牌形象與品牌認同皆能對品牌忠誠度產生正向影響,而品牌形象對品牌認同亦有正向影響。結論:(1)球迷對這兩支參與球隊的品牌認同度仍有改善空間。(2)球隊經營者應該致力於品牌形象的提升,以獲得更多潛在球迷的關心與支持。(3)球隊品牌形象好壞將影響球迷對球隊品牌認同的建立。(4)球隊品牌形象好壞亦會影響球迷對該支持球隊的忠誠度。(5)球迷對所支持球隊的品牌認同與品牌忠誠度是呈現正向的關聯性。 |
英文摘要 | To explore the relationship among brand image, brand identification and brand loyalty on audiences attending the 2013 NBA Taiwan Warm-up match (Houston Rockets versus Indiana Pacers).Based on 150 valid samples, this study used structural equation modeling (SEM) to empirically validate the research hypotheses showed that brand image and brand loyalty contribute a positive influence on brand loyalty, and brand image positively affects the brand loyalty as well. This study concludes as follows; (1) Still there is a room for fans to enhance their identification to the team that they have supported; (2) Team managers should have devoted themselves to improve their team's brand image to capture more supports and considerations from the potential fans; (3) The quality of a team brand image would influence the fan's brand identification to their supported team; (4) The quality of a team brand image would also influence the fan's brand loyalty to their supported team; and (5) Brand identification is positively associated with brand loyalty. |
本系統中英文摘要資訊取自各篇刊載內容。