| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 97 === For implementation of weekend and increasing income, people join sports gradually in the weekend; therefore, business noted that people join sports and know that the sport events are good for business. This would allow entrepreneurs or co-sponsored to support sport events, and the constant media exposure can enhance brand image and the brand equity and to increase products sales.
The questionnaire was used to collect data at a stadium. The results showed that (1) business sport sponsorship is positive significant impact on brand image, (2) the sport sponsorship is positive influence on the purchase intention (3) the brand image is positive influence on the brand equity, (4) the brand equity is positive influence on the purchase intention, (5) the sport sponsorship is positive influence on the brand equity, (6) the price promotion is positive influence on the brand equity, (7) the price promotion is positive influence on the purchase intention, (8) the brand image is positive influence on the purchase intention, (9) the mediating effect of sport sponsorship on brand image and purchase intention is supported, (10) the mediating effect of sport sponsorship on brand image and brand equity is supported (11) the mediating effect of brand equity on brand image and purchase intention is supported.
|
|---|
