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題 名 | 海峽兩岸大學生對奧運贊助品牌認知與接受度之研究=Effects of Cross-Strait Consumer's Attribute on Brand Recognition and Brand Acceptance for the Sponsors of 2008 Olympic Games--a Case Study for University Students in Beijing and Taipei |
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作 者 | 卓仕文; | 書刊名 | 中州管理與人文科學叢刊 |
卷 期 | 2:1 2012.12[民101.12] |
頁 次 | 頁167-183 |
分類號 | 993.29 |
關鍵詞 | 奧運; 贊助品牌; 品牌認知; 行銷策略; Olympic Games; Sponsor; Brand cognition; Marketing strategy; |
語 文 | 中文(Chinese) |
中文摘要 | 利用奧運會帶來的巨大商機,將奧運精神與品牌理念、文化相結合,成為奧運贊助商所面臨的重要課題。本研究以北京2008年奧運會為例,分別以問卷方式訪問北京與臺北之大學生,探討海峽兩岸消費者屬性及消費者對非奧運會與奧運會贊助品牌的接受程度,以瞭解消費者對贊助品牌之認知與接受程度。本研究選出22個奧運贊助品牌與8個非奧運會贊助品牌,以李克特(Likert)五等距量表進行問卷設計,歸納出之樣本運用主成份因子分析法與迴歸分析獲得結論。問卷調查結果顯示,(1)消費者對於奧運贊助品牌超過50%接受程度,顯示奧運贊助品牌在消費者的心目中具有吸引力;(2)埋伏式行銷易讓受訪者誤認為奧運贊助品牌;(3)奧運贊助品牌的認知程度與接受程度二者呈正相關,顯示受訪者若認為是奧運贊助品牌,則對其接受程度也相對較高;(4)每月花費越高的受訪者,對於動感休閒品牌與科技網路品牌有較高的接受程度;每月收入越低的受訪者,卻對高價時尚與動感休閒的品牌有較高的接受程度;(5)不愛用國內品牌的受訪者,對於科技網路品牌則有較高的接受程度;(6)受訪者對大部分奧運贊助品牌認知程度較低,值得這些贊助企業一個參考,應加快擬定奧運行銷策略,才能使贊助奧運的投資產生具體的回報。 |
英文摘要 | Combining the Olympic Game spirit, the brand image and culture via the tremendous business opportunities provided by the Olympic Games, has become a major issue by the Olympic Game sponsors. The purpose of this study was aimed to investigate the cross-strait consumer's attribute and the possible correlation for the brand acceptance between non-Olympic Game and Olympic Game sponsor. In this study, questionnaire has been conducted on university students in Beijing and Taipei by taking the 2008 Olympic Game as an example. The questionnaire was designed using Likert scale and then analyzed using principal component factor analysis and regression analysis to examine the effects of positive correlation of brand recognition and consumer’s acceptance from 8 non-Olympic Game and 22 Olympic Game sponsor. The results are as follows: (1) Higher than 50% acceptance for the Olympic Game sponsor's brand was observed, indicating the significant attraction of sponsor's brand on consumers; (2) Respondents was misled by Ambush marketing strategy; (3) A positive correlation between consumer's attribute and brand acceptance was observed, thereby revealing the higher acceptance for the Olympic Game sponsor's brand; (4) The more acceptance for leisure and high-tech internet brands, the more the monthly expense for the respondents. However, the more acceptance for leisure and fashion brands, the less the monthly expense for the respondents; (5) The higher acceptance for high-tech internet brand was observed for non-domestic product user; and (6) The quality recognition for the Olympic Game sponsor's brand was lower, thus indicating that the outcome may provide a reference for the sponsor to accelerate the proposed strategy on marketing and to obtain the solid returns on investment. |
本系統中英文摘要資訊取自各篇刊載內容。