查詢結果分析
來源資料
相關文獻
- 贊助活動屬性與品牌個性相關聯程度、品牌知名度、涉入程度對品牌權益影響之研究
- The Influence of Building Brand Equity: A Sponsorship and Brand Personality Study
- 企業參與贊助活動對品牌權益影響之研究--以大黑松小倆口為例
- 臺灣旅館業品牌形象與品牌權益之因果關係研究
- 網路品牌個性對品牌權益影響效果探究
- 驗證職業運動球隊品牌權益模式之研究--以中華職棒統一7-ELEVEN獅為例
- 顧客基礎的品牌權益建立之研究
- 消費品品牌權益衡量量表之建構--顧客基礎觀點
- 品牌聯盟策略影響品牌權益建立之研究
- 顧客滿意、品牌權益與顧客終身價值關係之研究
頁籤選單縮合
題名 | 贊助活動屬性與品牌個性相關聯程度、品牌知名度、涉入程度對品牌權益影響之研究=A Study of Relationship between Sponsorship Attributes and Brand Personality, Brand Awareness, and Involvement on Brand Equity |
---|---|
作者 | 林陽助; | 書刊名 | 行銷評論 |
卷期 | 1:2 民93.冬 |
頁次 | 頁83-109 |
分類號 | 496.1 |
關鍵詞 | 贊助活動屬性; 品牌個性; 品牌知名度; 品牌權益; Sponsorship attributes; Brand personality; Brand awareness; Brand equity; |
語文 | 中文(Chinese) |
中文摘要 | 傳統的行銷組合已經不能滿足時代的需求,為了達到最佳的行銷效果,各大企業漸漸轉而採行新的行銷方式-贊助活動。本研究以企業贊助活動為主題,針對贊助活動屬性與品牌個性相關聯程度對品牌權益影響進行研究。研究結果發現:1.具高知名度的品牌,在消費者心目當中已經有一強烈的既定印象,所以不論執行的贊助活動屬性與品牌個性相關聯是一致或迴異,對其品牌權益或多或少都有提升的效果。2.品牌知名度低,執行贊助活動的效果並不佳。3.無論品牌知名度高或低,執行贊助活動屬性與品牌個性關聯程度對品牌權益的影響,加入消費者購買涉入程度之干擾變項的干擾效果並不顯著。4.無論品牌知名度高或低,執行贊助活動屬性與品牌個性關聯程度對品牌權益的影響,加入個人活動參與傾向之干擾變項的干擾效果並不顯著。 |
英文摘要 | In this changing society nowadays, traditional marketing mix no more satisfies demands of the times. To reach the greatest marketing effects, corporations have been taking a new method of marketing; that is corporate sponsorship. Processed by experiments, this study has two manipulators -the extent of relationship between attributes of corporate sponsorship and brand personality along with brand popularity, two moderators-consumer purchasing involvement and individual activity participation inclination, four experiment sets and two mirror sets. Four conclusions are arrived through MANOVA statistical analysis: 1.A highly well-known brand has already imprinted powerful established impression consumers' mind. 2. A rarely-known brand gets pure effects out of corporate sponsorship. 3. Whether a brand is highly or rarely-known, the execution influence on brand equity by the extent of relationship between attributes of corporate sponsorship and brand personality is not obviously moderated by adding the moderating effects for consumer purchasing involvement. 4. Whether a brand is highly or rarely-known, the execution influence on brand equity by the extent of relationship between attributes of corporate sponsorship and brand personality is not obviously moderated by adding the moderating effects for individual activity participation. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。