An Empirical Study on the Relationship between the Brand Relationship and the Relationship Quality and the Brand Equit-A
黃秀絹、魏文欽
E-mail: 9707418@mail.dyu.edu.tw
ABSTRACT
Sponsorship has been conceived as one of the effective marketing forms to achieve market targets. By these marketing forms, the business can not only emphasize the short-term interest relationships, but also focus on the long run interests. This research would like to develop an empirical model based on a long-term efficient marketing model and for the reference of the marketing practice.
The brand relationship is established between business and customers. The relationship quality is a mediator between the brand relationship and brand equity. This research would discuss how the brand relationship and relationship quality affect the brand equity in terms of sponsorship. Sampling research is aimed at the audiences in the famous sport competition-SBL which is sponsored by business chronically. This research would use LISREL to test and verify the relations between the dimensions. This research found that: First, in the direct relations, the brand relationship would significantly influence the final brand equity. Second, in the indirect relations, the brand relationship would significantly influence brand equity through relationship quality. Third, the business could improve the relationship to customers with the indirect relations influences. Therefore, the indirect relations could strengthen the efficiency of brand equity in a long-term relationship.
Keywords : sponsorship ; brand relationship ; relationship quality ; brand equity Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．
．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．
．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．
．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 4 第三節 研究流程．．．．．
．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．．． 6 第一節 企業贊助文獻之探 討．．．．．．．．．． 6 第二節 企業贊助與運動行銷．．．．．．．．．． 9 第三節 品牌關係．．．
．．．．．．．．．．．． 15 第四節 關係品質．．．．．．．．．．．．．．． 20 第五節 品牌權益．
．．．．．．．．．．．．．． 31 第六節 變數關聯性之探討．．．．．．．．．．． 36 第七節 使用三 構面之原因．．．．．．．．．．． 39 第三章 研究方法．．．．．．．．．．．．．．．．． 41 第一節 研 究架構．．．．．．．．．．．．．．． 41 第二節 研究假設．．．．．．．．．．．．．．． 42 第三節 操作型定義．．．．．．．．．．．．．． 42 第四節 問卷設計．．．．．．．．．．．．．．． 44 第五 節 研究工具．．．．．．．．．．．．．．． 47 第四章 實證分析．．．．．．．．．．．．．．．．． 55 第一節 基本資料分析．．．．．．．．．．．．． 55 第二節 信度與效度分析．．．．．．．．．．．． 58 第三節 敘述性分析．．．．．．．．．．．．．． 60 第四節 LISREL模式分析．．．．．．．．．．．
61 第五章 結論與建議．．．．．．．．．．．．．．．． 68 第一節 研究結論．．．．．．．．．．．．．
．． 68 第二節 管理意涵及研究貢獻．．．．．．．．．． 70 第三節 研究限制及未來建議．．．．．．
．．．． 71 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 73 附錄 研究問卷．．．．．．．．．．．．
．．．．．． 94 表目錄 表 2- 1 北美地區企業贊助類別表．．．．．．．．．．． 8 表 3- 1 研究假設表．．．．．．．．
．．．．．．．．． 42 表 3- 2 衡量構面與題項．．．．．．．．．．．．．．． 46 表 3- 3 整體模式配適度的衡量指標．
．．．．．．．．． 52 表 4- 1 樣本基本資料分析．．．．．．．．．．．．．． 56 表 4- 2 品牌關係、關係品質、品牌權 益構面之信度分析． 59 表 4- 3 潛在變項之分析．．．．．．．．．．．．．．． 60 表 4- 4 衡量模式分析．．．．．．．
．．．．．．．．． 62 表 4- 5 評鑑模型配適度指標結果．．．．．．．．．．． 65 表 4- 6 潛在變數之路徑效果．．．．
．．．．．．．．． 66 表 4- 7 結構模式係數與檢定結果．．．．．．．．．．． 67 表 5- 1 構面之管理規劃表．．．．．
．．．．．．．．． 71 圖目錄 圖 1- 1 研究流程圖．．．．．．．．．．．．．．．．． 5 圖 2- 1 運動形象透過適合度移 轉至企業形象的關係圖．． 13 圖 2- 2 Crosby et al.關係品質模型．．．．．．．．． 24 圖 2- 3 關係承諾架構圖．．．．．
．．．．．．．．．． 26 圖 2- 4 Smith關係品質模型．．．．．．．．．．．．． 27 圖 2- 5 Kim and Cha關係品質模型．
．．．．．．．．． 28 圖 2- 6 關係行銷結果整合模型．．．．．．．．．．．． 29 圖 2- 7 贊助關係品質的概念性模型．
．．．．．．．．． 30 圖 2- 8 Aaker 品牌權益構面圖．．．．．．．．．．．． 33 圖 2- 9 品牌知識構面．．．．．．．
．．．．．．．．． 35 圖 3- 1 研究架構圖．．．．．．．．．．．．．．．．． 41 圖 4- 1 LISREL完整模型圖．．．．
．．．．．．．．．． 66 圖 5- 1 行銷面向圖．．．．．．．．．．．．．．．．． 70 REFERENCES
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