The Effect of Chinese Professional Baseball League Fan’s Team Identification on Purchase Intention of Parent Company’s Brand

• Main Authors: Hsin-hsien Ho, 何信賢
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/73950933244735856880

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 95 === This study was conducted to investigate the team identification, parent company’s brand awareness of the team, parent company’s brand image of the team, purchase intention of the team parent company’s brand to fans and further to explore their relation. Thus, the subject of this study was the fans of Chinese Professional Baseball League. 547 valid questionnaires were collected. The results are as followed: 1. The subjects have positive effects on the supporting team about team identification, parent company’s brand awareness and parent company’s brand image, and purchase intention of the team parent company’s brand. 2. Team identification, parent company’s brand awareness of the team, parent company’s brand image of the team, purchase intention of the team parent company’s brand were found to be significant on the five parts: age, marriage, income, occupation, and supporting team. However, only parent company’s brand awareness was found to be significant on sex. Team identification, parent company’s brand awareness, parent company’s brand image, and purchase intention of the team parent company’s brand were found to be not significant on education. 3. Team identification would affect directly the purchase intention of the team parent company’s brand, and Team identification would affect the purchase intention of the team parent company’s brand through the parent company’s brand image of the team. According to the findings, it is important for every single team to raise the team identification and the parent company’s brand image of the team on fans.