Understanding the Brand Associations in the Professional Teams: Empirical Study of “President” & “Brothers” Professional Baseball Teams

• Main Author: 戴翌茹
• Other Authors: 程紹同
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/65087007849142743012

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 93 === The purpose of this study was to understand the brand associations of “President” & “Brothers” Professional Baseball Teams. Questionnaire was applied to examine the brand associations in the Professional Baseball Teams. Samples of “President” & “Brothers” were the home team spectators of “President” & “Brothers” in Tainan Stadium and Hingchuang Stadium Taipei County. The results were found as following: 1. Brand associations of “President” & “Brothers”were all positive, the average was over 6 point, and were significantly different on the dimensions of “Head Coach”, “Management”, “Logo”, “Product Delivery”, “Tradition” and “Nostalgia”. 2. Demographics variables: For “President”: sex, age, marital status, and educational background are significantly different; for “Brothers” : sex, age, marital status, occupation and educational background are significantly different. 3. Participation behavior variables: “President” & “Brothers”: fan club participation, the history of watching professional basketball team, watching professional basketball games onsite, watching professional basketball games thought television are significantly different.