| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 99 === Among all the ball games, baseball is the earliest developed sport in Taiwan. Brother Elephants is the most popular team in CPBL, due to its larger spectators, the great number of fan clubs and the outstanding interaction with fan. However, the popularity has been challenged since some players were accused of involving in manipulate the games in October 26, 2009. The scandal had caused an enormous shock to Brother Elephants, the fans and the whole CPBL, in addition had damaged the reputation and credibility of the basketball game. Under such circumstance, rebuilds the passion of supporters, and maintain the profit level are important challenge for Brother Elephants.
In this study, we adopt structural equation modeling to test the relationship among perceived value of brand, brand loyalty and fans behavior. The results of Amos show as following: The higher consumer perceived value of the brand, the higher brand loyalty is; the higher consumer brand loyalty is, the stronger fans behavior is; the higher consumer perceived value of the brand, the stronger fans behavior is.
In the BLI model, perceived hedonic is the lowest which might influence by the scandal. Both attitude and behavior are remarkable in brand loyalty dimension which means fans not only give pledge to Brother Elephants, simultaneously give the support in the actual purchase behavior. Finally in fans behavior, word-of-mouth is the lowest segmentation and might caused by two reasons: 1) after the game-fixing incident, fans would feel ashamed to discuss Brother Elephants in public, thus internet provide the ability for them to comment anonymously. 2) The questionnaire was obtained from internet in which the fans are familiar with and thus have higher response rates.
In addition, the result also shows that brand loyalty acts as a partial mediator in the relationship between brand perceived value and fans behavior. Since the fans behavior might became conservative after the scandal, it is important to increase brand loyalty, so that loyalty consumers would volunteer to recommend others and willing to purchase more. In return, introduce more fans behavior and sales to the Brother Elephants.
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