Evaluation of Corporate Sports Sponsor Effects - Case Study of Mitsubishi Motors Sponsored Brother Elephants Baseball

• Main Authors: Chia-liang Hsu, 徐嘉良
• Other Authors: Wen-Tseng Chu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/47407690517326295593

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 93 === The corporate sponsorship has been increasing popular in Taiwanese professional baseball. How to evaluate the effects of sponsorship became more and more important. The purpose of this study was to understand the sponsorship effects. This study refered to Azjen (1991) perceived behavioral control framework, and Speed and Thompson (2000) attitude toward sports sponsorship research to understand sponsorship effects. The case study of Mitsubishi Motors sponsored Brother Elephants Baseball team, to evaluate the sports sponsorship effects. The results were followed: 1. There were significant differences in satisfaction in different educational degrees and support teams toward sport sponsorship attitude. 2. There were significant differences in satisfaction in different ages and incomes in perceived behavioral control. 3. There were significant differences in satisfaction between sports sponsorship attitude and purchase intention. 4. There were significant differences in satisfaction between perceived behavioral control and purchase intention. The following suggestions were proposed based on the research results: 1. The Mitsubishi Motors company can use more activation sponsorship strategies to sponsor Brother Elephants club. 2. The main factor affected consumer purchase intention was the sponsored company. This research suggested that the sponsored company should increasing brand and then marketing through sports sponsorship.