| Summary: | 碩士 === 大葉大學 === 運動事業管理學系 === 97 === The purpose of this study is to examine the influences of different degrees of involvement of the CPBL fans.on team identification and the benefits of corporate sponsorship The subjects in this study are the fans in Taichung who saw a Cobras game; 300 copies of the questionnaire were sent out, and 264 valid copies were retrieved. The collected data underwent a descriptive analysis, one-way ANOVA, Pearson correlation analysis, and regression analysis, and the following findings were yielded:
1. Most of the respondents are males, between the age of 19 and 25, in or finished college, and are students.
2. Most of the CPBL fans’ involvement in and team identification towards the Cobras is at a medium level.
3. Among the benefits of corporate sponsorship for the Cobras, the highest is the cognition of the brand image of Macoto Bank..
4. The Cobras fans’ different degrees of involvement show significant differences in terms of team identification and the benefits of corporate sponsorship (brand awareness, brand image, and purchase willingness). A higher degree of involvement is correlated with a stronger team idenfication and more benefits of corporate sponsorship, whereas a lower degree of involvement is correlated with a weaker team identification and fewer benefits of corporate sponsorship.
5. The CPBL fans’ high or low degree of involvement is influential over team identification and the benefits of sponsorship (brand awareness, brand image, and purchase willingness)
|
|---|
