The Study of Enterprise Sponsorship Effect of Consumer’s Sports Involvement on Purchase Intention

• Main Authors: Ho, Shuo, 何碩
• Other Authors: Tseng, Fang-Tai
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9c2eq8

碩士 === 國立交通大學 === 經營管理研究所 === 107 === Baseball is a very important sport for Taiwanese. The enthusiasm of the audience to participate in the competition can bring huge commercial benefits. Sports marketing is a method applied by many companies to improve corporate image and gain profits by sponsoring sports events. This study focuses on the sponsorship behavior of China Trust Commercial Bank, who sponsored the Black Panther Pennant National High School Baseball Tournament and find out whether the sports involvement will affect the effectiveness of Sports Sponsorship. Total of 270 consumers who know the tournament were selected as respondents and these data were analyzed by Structural Equation Modeling to understand whether the degree of sports involvement will affect the corporate image, brand association and purchase intention. The result shows the higher sports involvement of consumers has positive influence on the sponsorship effect of the corporate image and the purchase intention. The image of the sponsoring company has a significant positive effect on the corporate brand association. Finally, the corporate brand association can enhance consumers' willingness to purchase sponsored enterprise goods and services.