Effects of Activities Brand Awareness and Brand Identification on Participants' Purchase Intention in Charity Sport Events

• Main Authors: LAI, CHIEN-CHIH, 賴建志
• Other Authors: LEE, CHENG-JONG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/c5z4kn

碩士 === 大葉大學 === 運動健康管理學系 === 105 === There are 7.4 million people exercising regularly due to the rising awareness of health in recent years. Enterprises sense the business opportunity and become to sponsor sports events or even hold events for money. Therefore, sport becomes a popular rising industry in Taiwan. This research aims to investigate if the brand awareness for charity fitness events enhances customers’ identification for corporate brands and thus increases their willingness to purchase a company’s products or services. A survey questionnaire was adopted in this research and there are 391 valid questionnaires received. The collected data is analyzed based on descriptive statistics, independent sample t-test, the one-way analysis of variance and the structural equation model (SEM). The following results were found: (1) the awareness for a brand affects its identification positively, (2) the identification for a brand influences purchase intention positively, (3) the awareness for a brand can not affect purchase intention positively, but by identification for a brand, its awareness affects purchase intention positively. Based on the results found in this research, we give some suggestions for businesses who plan to hold charity fitness events for a reference.