A Study of Influence On Brand Equity and Sport Promotion by Sport Brand---A Case of adidas Child Basketball Class

• Main Authors: Chia-Hua Mao, 毛家驊
• Other Authors: Jun-Lon Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/37038396898831368521

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 94 === A Study of Influence On Brand Equity and Sport Promotion by Sport Brand---A Case of adidas Child Basketball Class Abstract When industries held promotions to increase the sale roots and expect goal, it depended on the brand equity of customers and the kind of promotion they adopted. Therefore, the research analyzed the promotion held by A brand with sports marketing strategy. With the children basketball class, A brand wants to increase consumption out of parents .The research is not only analyze the consumer behavior but also figure out in that the different promotion ways may influence the will of consumers. According to the collected literature data, the research take the brand equity of A brand as test item and takes the children basketball class and give-away as promotion tools. The research uses the questionnaire as data collecting, after data analyzing with regression and one way anova etc. The results show as following: (1) All participators had high brand identification to 93%, and most of them were females about 60.1%; about 60.9% at 40~49 age ; about 27.5% university education; about 58.9% own two children; about 29.3% work in industry and business; about 36.5% get over 100,000 salaries. (2) The attendant holds four main benefit factors of the exercise promotion activity to the brand, all having a rather high approbation, particularly on" the brand rights" factor, the interviewee holds exercise promotion to the adidas of project, all indicate the high support and the perceived value that holds to have widespread and high in the cognition of the money and the substance donation discount, and express height of again buy will. (3) The questionnaire quantity form presents a related data, after the correlation between " promote sales activity", "purchase will" and " consciousness value" on this" the brand rights" factor, in other words, when the brand rights for interviewee is more high, for promote sales the activity accepts degree an opposite exaltation also, is more high to the interest of the brand, it purchases the will and cognition to be worth also more high. (4) The research shows an adidas child basketball class, belonging to a creative promotion method, highly popular among the consumer , also have elevated phenomenon to the adidas brand rights, show exercise promotion a project to raise consumer to purchase will and promote the brand rights really effectively. Through research, the result finds the adidas child basketball classroom, really can make the people whose participation of the consumer, but still have some points to do enhance, there are some suggestion as following: (1) The brand should take consideration of the background data consideration of the consumer, as the age, sex, income...etc., the well-timed adjustment promote sales of strategy may raise consumer of consumption with purchase behavior. (2) The enterprise brand while using to promote sales an activity should be able to use of more diversified, don't need because of worry the promotion activity will cause injury to the brand rights. (3) The enterprise brand wants to make use of the need that the brand rights creates customer, and design a promotion activity of matching the organization management direction and target crowd, then safeguarding a customer loyalty. (4) To put great emphasis on the activity quality to control, because it is the most important part of the activity quality, which will not only influence the will of consumer but also influence the expansion and the performance with the follow-up promotion strategies.