A Study of Sport Sponsorship and Brand Image on Female Consumers’ Purchase Intention-Taking Nike Women as an Example
碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === This study aimed to explore the relationship among sports sponsorship, brand images and purchase intention by using Nike Women as a case study. Nike Women has been sponsoring many sport events and are very popular with female consumers. In general, female consu...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2012
|
Online Access: | http://ndltd.ncl.edu.tw/handle/40347178045660475228 |
id |
ndltd-TW-100DYU01121137 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-100DYU011211372015-10-13T20:46:56Z http://ndltd.ncl.edu.tw/handle/40347178045660475228 A Study of Sport Sponsorship and Brand Image on Female Consumers’ Purchase Intention-Taking Nike Women as an Example 運動贊助、品牌形象對女性消費者購買運動產品意願之研究--以Nike Women為例 Ho, Yu-wen 何鈺雯 碩士 大葉大學 管理學院碩士在職專班 100 This study aimed to explore the relationship among sports sponsorship, brand images and purchase intention by using Nike Women as a case study. Nike Women has been sponsoring many sport events and are very popular with female consumers. In general, female consumers view Nike Women positively. To further understand the relationship among sports sponsorship, brand images and purchase intention, this study measured sports participation, sponsor links and sponsor valuation as the three measurements. Nike Women sponsors events targeting at the women above 20 years old and with pur-chasing power. Therefore, this study used convenience sampling and obtained a total of 261 effective questionnaires. Through questionnaire survey and applying the structural equation model (SEM) to test the research model, this study found that proposed model has good fitness. The conclu-sions are as follows: 1. Sports sponsorship has a positive influence on brand images. 2. Sports sponsorship has a positive influence on purchase intention. 3. Brand image has a positive influence on purchase intention. Based on the model, this study inferred conclusions, and provided suggestions to cor-porates regarding the selection and operational models of sports sponsorship because they are critical to the enhancement of brand images and purchase intention among consumers. Keywords: sports sponsorship, brand image, purchase intention Lee, Cheng-Jong 李城忠 2012 學位論文 ; thesis 98 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === This study aimed to explore the relationship among sports sponsorship, brand images and purchase intention by using Nike Women as a case study. Nike Women has been sponsoring many sport events and are very popular with female consumers. In general, female consumers view Nike Women positively. To further understand the relationship among sports sponsorship, brand images and purchase intention, this study measured sports participation, sponsor links and sponsor valuation as the three measurements. Nike Women sponsors events targeting at the women above 20 years old and with pur-chasing power. Therefore, this study used convenience sampling and obtained a total of 261 effective questionnaires.
Through questionnaire survey and applying the structural equation model (SEM) to test the research model, this study found that proposed model has good fitness. The conclu-sions are as follows:
1. Sports sponsorship has a positive influence on brand images.
2. Sports sponsorship has a positive influence on purchase intention.
3. Brand image has a positive influence on purchase intention.
Based on the model, this study inferred conclusions, and provided suggestions to cor-porates regarding the selection and operational models of sports sponsorship because they are critical to the enhancement of brand images and purchase intention among consumers.
Keywords: sports sponsorship, brand image, purchase intention
|
author2 |
Lee, Cheng-Jong |
author_facet |
Lee, Cheng-Jong Ho, Yu-wen 何鈺雯 |
author |
Ho, Yu-wen 何鈺雯 |
spellingShingle |
Ho, Yu-wen 何鈺雯 A Study of Sport Sponsorship and Brand Image on Female Consumers’ Purchase Intention-Taking Nike Women as an Example |
author_sort |
Ho, Yu-wen |
title |
A Study of Sport Sponsorship and Brand Image on Female Consumers’ Purchase Intention-Taking Nike Women as an Example |
title_short |
A Study of Sport Sponsorship and Brand Image on Female Consumers’ Purchase Intention-Taking Nike Women as an Example |
title_full |
A Study of Sport Sponsorship and Brand Image on Female Consumers’ Purchase Intention-Taking Nike Women as an Example |
title_fullStr |
A Study of Sport Sponsorship and Brand Image on Female Consumers’ Purchase Intention-Taking Nike Women as an Example |
title_full_unstemmed |
A Study of Sport Sponsorship and Brand Image on Female Consumers’ Purchase Intention-Taking Nike Women as an Example |
title_sort |
study of sport sponsorship and brand image on female consumers’ purchase intention-taking nike women as an example |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/40347178045660475228 |
work_keys_str_mv |
AT hoyuwen astudyofsportsponsorshipandbrandimageonfemaleconsumerspurchaseintentiontakingnikewomenasanexample AT héyùwén astudyofsportsponsorshipandbrandimageonfemaleconsumerspurchaseintentiontakingnikewomenasanexample AT hoyuwen yùndòngzànzhùpǐnpáixíngxiàngduìnǚxìngxiāofèizhěgòumǎiyùndòngchǎnpǐnyìyuànzhīyánjiūyǐnikewomenwèilì AT héyùwén yùndòngzànzhùpǐnpáixíngxiàngduìnǚxìngxiāofèizhěgòumǎiyùndòngchǎnpǐnyìyuànzhīyánjiūyǐnikewomenwèilì AT hoyuwen studyofsportsponsorshipandbrandimageonfemaleconsumerspurchaseintentiontakingnikewomenasanexample AT héyùwén studyofsportsponsorshipandbrandimageonfemaleconsumerspurchaseintentiontakingnikewomenasanexample |
_version_ |
1718051245421232128 |