A Study of Corporate Image and Sponsorship Effects for 2006 Taipei ING International Marathon

• Main Authors: Yeh Chih-Yun, 葉治昀
• Other Authors: Tai Hsia-Ling
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/72092385696222691227

碩士 === 臺北市立教育大學 === 體育學系碩士班 === 96 === This study selects marathon runners participating 2006 Taipei ING International Marathon as samples in order to explore corporate image and sponsorship effects of this event. The questionnaires were given to fill in right before or after this event on December 18, 2006. According to the analysis of personal information of the 382 subjects, male runners are more than female runners. The largest portion of all the participants is people aged 21-30, followed by people aged under 20, 31-40, 41-50, and above 51. The largest portion of all the participants is people jogging 0-1 day a week, followed by people jogging 2-3 days a week, then people jogging 4-5 days a week, and finally people jogging 6-7 days a week. The largest portion of these participants is people jogging for 30 minutes or less averagely each time, followed by people jogging for 31-60 minutes, 61-120 minutes, and finally more than 121 minutes. The largest number of the subjects is people who participate this event only once, followed by the subjects participating this event twice and then the subjects participating this event three times. As for the distance in this event, most subjects run for 9 kilometers. The number of subjects running for 21 kilometers is less. Subjects running for 3 kilometers are even less, and subjects running for 42.195 kilometers are the least. Of all the participants, the number of insurants of ING is larger than that of non-insurants.According to the analysis of the differences among the corporate image and the sponsorship effects, it shows that there is no significant difference in corporate image. However, there are significant differences in sponsorship effects. The promotion effect is the best, followed by the image effect, and then the sales effect. In terms of different background variables, insurants and non-insurants show significant differences in corporate image and sponsorship effects, but participants in different age or gender groups does not show significant differences. As for the correlation between corporate image and sponsorship effects, it reaches the level of significance, and corporate image has a positive prediction on sponsorship effects.