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題 名 | 廣告涉入、性別、品牌體驗對運動品牌權益之影響研究=The Effects of Involvement with Advertising, Gender, and Brand Experience on Sports Brand Equity |
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作 者 | 李銀靜; | 書刊名 | 國立體育學院論叢 |
卷 期 | 13:1 2002.10[民91.10] |
頁 次 | 頁217-237 |
分類號 | 497 |
關鍵詞 | 廣告涉入; 品牌體驗; 品牌權益; Involvement with advertising; Brand experience; Brand equity; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究的主要目的在於一、檢驗廣告涉入與性別在運動品牌權益上的交互作用。二、檢驗廣告涉入與品牌體驗在運動品牌權益上的交互作用。本研究以「運動品俾權益問卷」為研究工具並以天主教輔仁大學、長庾大學、德明技術學院以及醒吾技術學院之學生為研究對象進行問卷調查。共發出問卷648皆,其中有效問卷572份,回收率為88.3%。所得資料以描述統計、獨立樣本雙因子變異數進行分析。得到以下的結論: 一、廣告涉入與性別在運動品牌益權之交互作用 1.愛迪達 廣告涉入與性別在愛由達品牌權益上的交互作用達顯著水準。在高廣告涉入時,女性對愛由達品牌權益之評供較男性佳。在低廣告涉入時,男性對愛迪達權益之評價較女性佳。 2.耐吉 廣告涉入與性別在耐吉品俾權益上的交互作用達顯著水準。在高廣告涉入時,女性對耐吉品牌之評價較男性佳。在低廣告涉入時,男性對耐吉品牌權益之評價較女性佳。 二、廣告涉入與品牌體驗在品牌權益之交互作用 1.廣告涉入與品牌體驗在愛迪達品牌權益上的交互作用達顯著水準。在高廣告涉入時,有品牌體驗者對愛迪達品牌權益之評供較為品牌體驗者佳。在低廣告涉入時,有品牌體驗者對愛迪達品牌權益之評價較無品牌體驗者佳。 2.耐吉 廣告涉入與品俾體驗在耐吉品俾權益上的交互作用未達顯著水準。 |
英文摘要 | The purpose of this study was to investigate (1)the interaction of involvement with advertising and gender on sports brand equity (2)the interaction of involvement of advertising and brand experience on sports brand equity. The instrument administered to the subjects was Sports Brand Equity Questionnaire. The subjects consisted of 572 students from Fu-Jen Catholic University, Chang Gung University, Tak-Ming Institute of Technology, and Hsing Wu Institute of Technology. The collected data were analyzed by descriptive statistics and two-way ANOVA. The major findings wee as follows: 1.Interaction of involvement with advertising and gender on sports brand equity. (1)Adidas Involvement with advertising and gender had significant interaction on subjects' sports bran equity for Adidas. With high involvement with advertising, female had better sports brand equity for Adidas than male. With low involvement with advertising, male hand better sport brand equity for Adidas than female. (2)Nike Involvement with advertising and gender had significant interaction on subjects' sports brand equity fro Nike. With high involvement with advertising, female had better sports brand equity for Nike than male. With low involvement with advertising, male had better sports brand equity for Nike than female. 2.Interaction of involvement with advertising and brand experience on sports brand equity. (1)Adidas Involvement with advertising and brand experience had significant interaction on subjects' sports bran equity for Adidas. With high involvement with advertising, subjects with brand experience had better sports brand equity for Adidas than those without brand experience. With low involvement with advertising, subjects with brand experience and better sports brand equity for Adidas than those without brand experience. (2)Nike Involvement with advertising and brand experience did not interactively affect subjects' spsorts brand equity for Nike. |
本系統中英文摘要資訊取自各篇刊載內容。