The Study of the Spectators at Sport Events to Cognitive Benefits of the Corporate Sponsors: An Example of UBA

• Main Authors: Chiu Kuo-Hua, 邱國華
• Other Authors: Shen I-Li
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/81336288530554853145

碩士 === 國立台灣體育學院 === 休閒運動管理研究所 === 95 === 　　This study explored the spectators at sport events to cognitive benefits of the corporate sponsors including of the brand recognition, the brand image, the purchase intention of the product and the affection level of the brand. The research objects were taken as the spectators of preliminary contests, rematches and finals of UBA. This study adopted questionnaire and random sampling to the spectators. There were 600 questionnaires and 571 questionnaires were retrieved. The effective questionnaire ratio was 95.2%. By statistics analysis, the important results were as follow: 1.The spectators’ highest image of the sponsors was NIKE（97.5%）；the lowest was Mueller（56.3%） 2. The spectators’ benefits of cognition: The difference of sex, connubiality, age, educational level, career, income, watching experience and the activities of the spectators would have common to high cognition of image, purchase intention of product and affection level of the brand. 3. As the difference analysis of the spectators to benefits of cognition, there was no conspicuous difference to the different watching experience spectators among benefits of brand awareness, purchase intention of the product and the affection level of the brand. However, there was conspicuous difference to the spectators of the difference of sex, connubiality, age, educational level, career, income and activities of the sponsors among benefits of brand awareness, purchase intention of the product and the affection level of the brand.