The Co-relationship of Brand Association and Brand Loyalty of Professional Teams in Taiwan-A Case Study of the Professional Baseball League

• Main Author: 廖建超
• Other Authors: None
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/99873573998010110864

碩士 === 國立體育學院 === 體育推廣學系碩士班 === 95 === The purpose of this study was to investigate the spectators with various backgrounds and different behavior characteristics in relation to the brand association and brand loyalty of the Chinese Professional Baseball League（CPBL）.650 copies of questionnaire were hand-delivered to the spectators of 3 games and with 634 returned.585 copies were used for data processing.Descriptive statistical methods were utilized to analyze the data using t-test,ANOVA and Pearsons Correlations.It was found that: 1.Most of the spectators were of age 26-35 unmarried college male students with more than 10 years of watching CPBL at an average of more than 41 times per year.Their favorite team was Elephant team with consistent loyalty and support; 2.There were significant differences in terms of brand association with various backgrounds and different characteristics; 3.There were significant differences in terms of brand loyalty with various backgrounds and different characteristics;and 4.There was positive co-relationship between brand association and brand loyalty. It was recommended that the result of this study be used by the teams of CPBL to establish their marketing strategies in brand association and loyalty.