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題名 企業贊助活動之外溢效果
作者 莊秉宜
貢獻者 別蓮蒂
莊秉宜
關鍵詞 贊助活動
企業贊助
外溢效果
緣由行銷
日期 2003
上傳時間 18-Sep-2009 13:23:41 (UTC+8)
摘要 本研究為國內少數研究企業贊助活動之論文,本研究之目的為探討當企業從事贊助活動時,可能產生的外溢效果,其中,外溢效果以品牌形象和企業形象來衡量,並將外溢效果分為產生於企業內部的外溢效果與產生於企業外部的外溢效果兩種,在企業內部外溢效果部分,探討當企業以企業名義從事贊助活動時,是否會提升品牌形象;當企業以品牌名義從事贊助活動時,是否會提升企業形象;以及企業規模是否會影響外溢效果的產生。在企業外部外溢效果部分,探討企業從事贊助活動時,贊助效果是否會外溢到其他同業競爭者;當同業競爭者的規模與從事贊助者相似時,是否會較容易產生外溢,希望藉由這些研究,讓企業從事贊助活動時,能發揮事半功倍的效果。
本研究依企業內外部進行區分,將主研究分為研究一與研究二,研究一主要探討企業內部外溢效果,以實驗法進行,測試「企業規模」、「以品牌名義/以企業名義」和「從事贊助活動」對於「品牌形象」和「企業形象」之影響,屬於2×2×2之實驗設計,以維他露舒跑與統一純喫茶作為研究標的。但發現研究一無法證明企業從事贊助活動時會產生企業內部的外溢效果,推測可能原因為兩個品牌與企業之品牌形象與企業形象已經相當高,可再經由品牌或企業從事贊助活動之方式提升品牌形象與企業形象的空間有限,日後可針對此處加以修正後進行更深入之研究。
而研究二主要探討企業外部外溢效果,採用調查法進行,以中國信託蓮花卡和花旗銀行喜憨兒卡為調查標的,測試被誤認為贊助者之銀行是否因此提升其企業形象,以及規模相似會不會導致誤認贊助者情形更為嚴重。結果發現被誤認之台新銀行的確因被誤認為贊助者而提升其企業形象,但是規模相似的中國信託與花旗銀行卻無外溢較多之情況,推測原因應與企業之形象相關,因為中國信託與台新銀行同為本土銀行,形象相似,較容易外溢,而中國信託與花旗銀行一為本土一為外商,形象差異較大,不易產生外溢。建議未來可採用形象相似的廠商再進行贊助活動外溢效果之探討。
This study focuses on the spillover effect of the sponsorship for which measurements are made based on brand image and the corporate image. The spillover effect could be resulted from both the internal and external aspects of the corporate. In the part of the internal spillover effect, this study examines whether the brand/corporate image is enhanced through any form of sponsorship activity in the name of corporate/brand. Whether or not the influences of the scale of the corporate on the spillover effect exist, is also discussed. On the other hand, for the external spillover effect, this research discusses any possible benefit could be acquired by the competitors when the corporate carries out the sponsorship. If the scale of the corporate and its competitors are similar, the consumer will misremember the sponsor easier. The purpose of this study is to provide useful suggestions which might allow the corporate be more efficient for carrying out its sponsorship activities.
The results of the study on the internal aspect of the spillover effect generated by the sponsorship show that the brand/corporate image is not enhanced through the sponsorship in the name of the corporate/brand. The possible reason might be the existing ceiling effects of the brand/corporate image. According to the results of the study on the external aspect of the spillover effect of sponsorship, the corporate image of the competitor is enhanced since it is mistakenly recognized as the actual sponsor. However, from the viewpoint of the similarity in the size corporate scale, the external spillover effect does not emerge easier presumably due to that one of the investigated targets is a local bank and the other one is a foreign bank. The differences between a local bank and a foreign bank are complicated enough to cause difficulty in transferring the spillover effect.
According to the results of this study, the suggestion for future studies is to target the corporate with more space work on to improve its image in order to discuss the internal spillover effect. For the external spillover effect, the further studies could include the criteria in selecting the competitors i.e. whose corporate image profiles are similar to the target corporate, in order to test the external spillover effect.
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張世偉,民國八十七年六月,品牌重新定位與品牌形象之研 究—以 GIORDANO 和 HANG TEN 為例,國立台灣科技大學未出 版碩 士論文。
張清溪、許家棟、劉鶯釧、吳聰敏,民國八十四年十一月,經濟學理論 與實際,翰蘆圖書出版有限公司,三版。
郭昱宏,民國八十七年六月,企業形象與經營績效關係之研究—以大台 北地 區銀行為例,國立中興大學未出版碩士論文。
陳士斌,民國七十三年六月,企業形象之研究,國立台灣大學未出版碩 士論文。
陳家範,民國七十八年六月,企業形象之形成因素及其對顧客往來意願 之影 響—以台北市商業銀行為例,國立台灣大學未出版碩士論 文。
陳嫣如,民國八十二年六月,從企業公益贊助探討社會福利機構可行的 勸募策略,私立東吳大學未出版碩士論文。
游舒惠,民國九十年,企業參與公益活動與公益行銷之研究,國 立政 治大學未出版碩士論文。
黃生君,民國八十五年六月,企業形象與情境因素對消費者西式速食店 選擇 之影響,國立交通大學未出版碩士論文。
黃逸甫,民國九十年六月,服務品質、價格、品牌形象與品牌個性對顧 客滿 意度之影響—以銀行業為例,國立政治大學未出版碩士論 文。
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詳見內文
描述 碩士
國立政治大學
企業管理研究所
90355025
92
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090355025
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.author (Authors) 莊秉宜zh_TW
dc.creator (作者) 莊秉宜zh_TW
dc.date (日期) 2003en_US
dc.date.accessioned 18-Sep-2009 13:23:41 (UTC+8)-
dc.date.available 18-Sep-2009 13:23:41 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 13:23:41 (UTC+8)-
dc.identifier (Other Identifiers) G0090355025en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/34946-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 90355025zh_TW
dc.description (描述) 92zh_TW
dc.description.abstract (摘要) 本研究為國內少數研究企業贊助活動之論文,本研究之目的為探討當企業從事贊助活動時,可能產生的外溢效果,其中,外溢效果以品牌形象和企業形象來衡量,並將外溢效果分為產生於企業內部的外溢效果與產生於企業外部的外溢效果兩種,在企業內部外溢效果部分,探討當企業以企業名義從事贊助活動時,是否會提升品牌形象;當企業以品牌名義從事贊助活動時,是否會提升企業形象;以及企業規模是否會影響外溢效果的產生。在企業外部外溢效果部分,探討企業從事贊助活動時,贊助效果是否會外溢到其他同業競爭者;當同業競爭者的規模與從事贊助者相似時,是否會較容易產生外溢,希望藉由這些研究,讓企業從事贊助活動時,能發揮事半功倍的效果。
本研究依企業內外部進行區分,將主研究分為研究一與研究二,研究一主要探討企業內部外溢效果,以實驗法進行,測試「企業規模」、「以品牌名義/以企業名義」和「從事贊助活動」對於「品牌形象」和「企業形象」之影響,屬於2×2×2之實驗設計,以維他露舒跑與統一純喫茶作為研究標的。但發現研究一無法證明企業從事贊助活動時會產生企業內部的外溢效果,推測可能原因為兩個品牌與企業之品牌形象與企業形象已經相當高,可再經由品牌或企業從事贊助活動之方式提升品牌形象與企業形象的空間有限,日後可針對此處加以修正後進行更深入之研究。
而研究二主要探討企業外部外溢效果,採用調查法進行,以中國信託蓮花卡和花旗銀行喜憨兒卡為調查標的,測試被誤認為贊助者之銀行是否因此提升其企業形象,以及規模相似會不會導致誤認贊助者情形更為嚴重。結果發現被誤認之台新銀行的確因被誤認為贊助者而提升其企業形象,但是規模相似的中國信託與花旗銀行卻無外溢較多之情況,推測原因應與企業之形象相關,因為中國信託與台新銀行同為本土銀行,形象相似,較容易外溢,而中國信託與花旗銀行一為本土一為外商,形象差異較大,不易產生外溢。建議未來可採用形象相似的廠商再進行贊助活動外溢效果之探討。
zh_TW
dc.description.abstract (摘要) This study focuses on the spillover effect of the sponsorship for which measurements are made based on brand image and the corporate image. The spillover effect could be resulted from both the internal and external aspects of the corporate. In the part of the internal spillover effect, this study examines whether the brand/corporate image is enhanced through any form of sponsorship activity in the name of corporate/brand. Whether or not the influences of the scale of the corporate on the spillover effect exist, is also discussed. On the other hand, for the external spillover effect, this research discusses any possible benefit could be acquired by the competitors when the corporate carries out the sponsorship. If the scale of the corporate and its competitors are similar, the consumer will misremember the sponsor easier. The purpose of this study is to provide useful suggestions which might allow the corporate be more efficient for carrying out its sponsorship activities.
The results of the study on the internal aspect of the spillover effect generated by the sponsorship show that the brand/corporate image is not enhanced through the sponsorship in the name of the corporate/brand. The possible reason might be the existing ceiling effects of the brand/corporate image. According to the results of the study on the external aspect of the spillover effect of sponsorship, the corporate image of the competitor is enhanced since it is mistakenly recognized as the actual sponsor. However, from the viewpoint of the similarity in the size corporate scale, the external spillover effect does not emerge easier presumably due to that one of the investigated targets is a local bank and the other one is a foreign bank. The differences between a local bank and a foreign bank are complicated enough to cause difficulty in transferring the spillover effect.
According to the results of this study, the suggestion for future studies is to target the corporate with more space work on to improve its image in order to discuss the internal spillover effect. For the external spillover effect, the further studies could include the criteria in selecting the competitors i.e. whose corporate image profiles are similar to the target corporate, in order to test the external spillover effect.
en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 2
第二節 研究動機 2
第三節 研究目的 2
第二章 文獻探討 27
第一節 贊助活動 11
第二節 企業從事贊助活動之動機 11
第三節 企業贊助活動效果之衡量 13
第四節 贊助活動之外溢效果 17
第五節 研究架構與研究假設 20
第三章 研究變數與前測 24
第一節 研究一之變數衡量 24
第二節 研究二之變數衡量 25
第三節 前測 26
第四章 研究一:企業內部外溢效果 44
第一節 實驗設計與問卷設計 44
第二節 樣本基本資料 45
第三節 干擾檢定 46
第四節 因素分析與信度分析 50
第五節 假設檢定 53
第五章 研究二:企業外部外溢效果 66
第一節 實驗設計與問卷設計 66
第二節 樣本基本資料 67
第三節 因素分析、信度分析與描述性統計 69
第四節 假設檢定 73
第六章 結論與建議 84
第一節 結論與討論 84
第二節 建議與貢獻 85
第三節 研究限制 86
參考文獻 88
附錄
zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090355025en_US
dc.subject (關鍵詞) 贊助活動zh_TW
dc.subject (關鍵詞) 企業贊助zh_TW
dc.subject (關鍵詞) 外溢效果zh_TW
dc.subject (關鍵詞) 緣由行銷zh_TW
dc.title (題名) 企業贊助活動之外溢效果zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 八卷俊雄,民國七十七年,企業形象戰略,藝風堂出版社。zh_TW
dc.relation.reference (參考文獻) 王學孔,民國七十五年六月,企業形象對消費決策影響之研究,國立政 治大 學未出版碩士論文。zh_TW
dc.relation.reference (參考文獻) 李明軒,民國九十一年九月,21世紀新企業公民 化責任為競爭力,天 下雜誌,第260期。zh_TW
dc.relation.reference (參考文獻) 彼得 杜拉克,民國八十九年一月,企業的概念(Concept of Corporation),徐聯恩譯,天下文化出版社。zh_TW
dc.relation.reference (參考文獻) 張世偉,民國八十七年六月,品牌重新定位與品牌形象之研 究—以 GIORDANO 和 HANG TEN 為例,國立台灣科技大學未出 版碩 士論文。zh_TW
dc.relation.reference (參考文獻) 張清溪、許家棟、劉鶯釧、吳聰敏,民國八十四年十一月,經濟學理論 與實際,翰蘆圖書出版有限公司,三版。zh_TW
dc.relation.reference (參考文獻) 郭昱宏,民國八十七年六月,企業形象與經營績效關係之研究—以大台 北地 區銀行為例,國立中興大學未出版碩士論文。zh_TW
dc.relation.reference (參考文獻) 陳士斌,民國七十三年六月,企業形象之研究,國立台灣大學未出版碩 士論文。zh_TW
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