A Study on the Brand Image and Team Identification of Lamigo Monkeys Correlated to Fans’ Participation Motivation

• Main Authors: HOU, CHI-TSUNG, 侯啓聰
• Other Authors: WU, WEI-CHEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/6bdw4u

碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 107 === The Chinese Professional Baseball League (CPBL) was built in October 1989 and the development of CPBL has been ups and downs. The controversy caused the merger after the split, and suffered from the image damage caused by many false ball cases. Many fans then lost their enthusiasm and lost trust in baseball. Until recent years, with the excellent performance of several international baseball games and with the different ways of marketing methods, the recognition of the concept of home games, the crowds gradually come back games. The purpose of this study is to explore the relationship between the professional baseball teams brand image, team identity and the motivation of the fans to participate. The Taoyuan Lamigo team is an example to use the questionnaire to understand the motivation and willingness of the fans to participate in the analysis and statistical methods. According to the results and recommendations of the study, through various social welfare activities, through local government cooperation, participation in local activities and in-depth campus, strive for local recognition, effectively enhance the motivation of participating in the fans.