Sports Brand Image, Advertising Effect and Consumer Purchasing Behavior.

• Main Authors: Ting Hsuan Ming, 丁烜鳴
• Other Authors: 施致平
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/46664588516568680374

碩士 === 國立臺灣師範大學 === 體育學系在職進修碩士班 === 94 === Abstract This thesis focused on the study of “adidas”, a name brand for sports wears, to discover the elements that influence and differenciate the result on “Sports Brand Image”, “Advertising Effect” and “Consumer (Purchasing) Behavior”. The study was done by posting questionnaires to adidas’ consumers that made purchases in adidas’ flagship store or 9 other adidas’ direct-sale counters in Taipei. Totaled 435 valid questionnaires were collected and analyzed with descriptive statistics, one-way.ANOVA, t-square and the regression analysis. The results were summarized as follows: 1.The target consumers of this study were single high school or college students aged under 25. 2.“Brand Image of adidas” showed significant difference among variant professions and income levels. 3.”adidas’ Advertising Effect” showed significant difference among varied income levels. 4.“Consumer (Purchasing) Behavior” was significantly influenced by “profession”, “age group” and “income level”. 5.”The Brand Image of adidas” has strong correlation with “Advertising Effect” and “Consumer (Purchasing) Behavior”. According to the result, adidas mainly targets on the young student group, which take high remarks on the “Brand Image”. Therefore, adidas’ marketing strategy should focus on bonding the students with trust and carrying on the high sense of brand satisfaction in this group to continue to profit from this market. Key words: Advertising Effect, Brand Image, Consumer (Purchasing )Behavior