A Study of Sport Sponsorship and Brand Image on Female Consumers’ Purchase Intention－Taking Nike Women as an Example

• Main Authors: Ho, Yu-wen, 何鈺雯
• Other Authors: Lee, Cheng-Jong
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/40347178045660475228

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