博碩士論文 102451018 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:10 、訪客IP:3.215.190.193
姓名 林俊甫(CHUN-FU LIN)  查詢紙本館藏   畢業系所 企業管理學系在職專班
論文名稱 體育賽事觀賽體驗與球隊吉祥物品牌個性 對職業球隊品牌權益之關聯-以MLB為例
相關論文
★ 創造力與創業精神-探索創業動機 與創業環境之調節★ 工作壓力源、人格特質與工作滿意度之關係—以在職進修者為例
★ Shopping Motivation on Purchase intention: Can Loyalty Program and Corporate Image Enhance Such Relationship?★ 企業社會責任對求職者應徵意圖之影響: 以組織人才吸引力與企業聲望為中介
★ 人力資源彈性策略和組織創新相關性之研究:論適應型文化調節適應能力及知識整合之中介效果★ 個人靈性與人生滿意度-探討人格特質之中介
★ 購買動機與便利商店集點行為之研究★ 五大與九型人格對工作績效、組織公民行為及工作滿意度的影響
★ 學習成效、組織承諾對留職意願之影響:★ 消費者特徵與購物意願: 探討網站與商品特性之中介
★ 資訊來源之信任與品質對於購買傾向之影響★ 享樂購物動機與衝動購買: 探討購後後悔之影響與因應行為
★ 產品包裝設計與化妝品之購買意圖: 探討生活型態與消費者認知之中介★ 信任與價值觀一致性對 轉型領導與適應性績效關係之中介
★ 品牌信任受價值知覺與服務品質之影響: 以旅館顧客滿意度為中介★ 組織承諾、組織公民行為與適應性績效關係之研究
檔案 [Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   [檢視]  [下載]
  1. 本電子論文使用權限為同意立即開放。
  2. 已達開放權限電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
  3. 請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。

摘要(中) 在職業球隊運動中使用吉祥物做為球隊標幟的現象非常普遍,藉由吉祥物的演出帶動球迷更快進入比賽的氣氛中,並能適時的鼓舞球員的士氣,炒熱觀賽的情緒,尤其對於有主客場比賽機制的運動,如職業棒球、籃球等。吉祥物可激發觀眾對球隊的認同感,球隊也可藉由吉祥物傳遞球隊文化與其訴求的運動精神與企業識別。吉祥物已經成為了球隊比賽活動外,球迷觀賞的重要一部分,有的吉祥物甚至成了球隊的代名詞,球隊吉祥物也可藉由周邊商品的販售及參與商品廣告來創造收入。故球隊吉祥物對於觀眾觀賽經驗的影響是否能提高入場觀賽的意願,並進而提升球隊的品牌價值,成了本研究探討的重點。因此選擇以經營運動吉祥物相當熱絡的MLB,來探討觀眾的賽事觀賞體驗是否影響球隊吉祥物的品牌個性,與球隊吉祥物的品牌個性是否能預測球隊品牌權益之間的關係。

總計回收有效問卷247份,以T檢定、變異數分析、皮爾遜積差相關分析及多元迴歸分析法進行統計分析,研究結果顯示受訪者背景變項對「體育賽事觀賽體驗」及「球隊吉祥物品牌個性」無顯著影響;「體育賽事觀賽體驗」與「球隊吉祥物品牌個性」呈現顯著之正相關;「球隊吉祥物品牌個性」無法有效預測「球隊權益」。

摘要(英) Sports team mascots are popularly in professional team sports. They are good at making a game come alive, and give a boost to the morale of the players, especially in baseball and basketball games. Team mascots enhance spectators’ team- identity, they also transfer messages of the team culture and sportsmanship. Mascots have become a huge part of sports, with some gaining as much fame as the players they support. They make the profits for teams by selling related products of mascots or advertisement. The operation of mascots marketing is very expertly to teams in MLB, so this study attempts to explore the relation between the experiences of spectators and the brand’s personality of the MLB teams’ mascots, and whether the brand’s personality of mascots will predict the brand’s equities of sports teams.

Empirical study is applied to investigate people in Taiwan, whether fans or not, through a web questionnaire as well. This research discusses factors influencing spectators’ perception to the mascots of professional teams, and hopes to provide suggestions to the owners running professional sport as well as the marketers of professional sport.

關鍵字(中) ★ 吉祥物
★ 觀賽體驗
★ 品牌個性
★ 品牌權益
關鍵字(英) ★ Mascot
★ Sporting event experience
★ Brand personality
★ Brand equity
論文目次 中文摘要 i

英文摘要 ii

誌 謝 v

目 錄 vi

圖 目 錄 viii

表 目 錄 ix

第一章 緒論 1

1-1 研究背景與動機 1

1-2 研究目的 3

1-3 研究流程與論文架構 4

第二章 文獻探討 7

2-1 吉祥物 7

2-2 品牌個性 13

2-3 體育賽事觀賽體驗 18

2-4 品牌權益 21

第三章 研究方法 26

3-1 研究架構 26

3-2 研究假設 26

3-3 研究變數之操作型定義與衡量方式 27

3-4 研究對象與抽樣方法 27

3-5 統計分析方法 30

第四章 研究結果 31

4-1 樣本描述性統計 31

4-2 研究變數之信度與效度分析 31

4-3 背景變項在體育賽事體驗及球隊吉祥物品牌個性變項上的差異 37

4-4 體育賽事觀賽體驗與球隊吉祥物品牌個性變項間之相關 39

4-5 變異數分析 39

4-6 相關分析 45

4-7 迴歸分析 47

第五章 討論與建議 49

5-1 研究結論 49

5-2 管理意涵 51

5-3 研究限制 52

5-4 未來建議 53

參 考 文 獻 55

附錄:研究問卷 67
參考文獻 新聞稿。2007年12月12日動產業產值與租稅優惠政策研討會。

陳志傑(2011),卡通吉祥物:品牌價值生成。新營銷,第11期。

周世玉、陳麒文和張為詩(2004),人格特質與品牌個性關係之研究:以運動鞋產品為例。中華管理學報,5(3),1-16。

陳振燧、洪順慶(1999),消費品品牌權益衡量量表之建構—顧客基礎觀點。中山管理評論,7(4),1175-1199。

李正祜(2003),消費者基礎品牌權益衡量在台灣實務界的應用探討。

李威德(2001),品牌權益衡量模型之建立與評估。

昝家驤(2014),臺灣職業籃球團之品牌權益研究。

黃中皓(2005),職業棒球隊品牌權益衡量構面之建構。

陳順宇(2005),多變量分析,四版,台北:華泰書局。

劉晊華(2008),涉入程度、球隊認同對球迷對於職業球隊周邊產品之知覺價值與購買意圖之影響-以臺灣地區之NBA球迷為例。國立中央大學,碩士論文。

彭家賢(1999),顧客基礎品牌權益之研究—交易成本理論觀點。



二、英文部份

Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34, 347-356.

Aaker, J., & Fournier, S. (1995). A brand as a character, a partner and a person: Three perspectives on the question of brand personality. Advances in Consumer Research, 22, 391-395.

Aaker, J., Fournier, S. & Brasel, S.A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.

Alt, M., & Griggs, S. (1988). Can a brand be cheeky? Marketing Intelligence and Planning, 6 (4), 9-16.

Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality? Brand Management, 2 (2), 143-155.

Batra, R., Lehmann, D. R., & Singh, D. (1993). The brand personality component of brand goodwill: some antecedents and consequences. In David A. Aaker & Alexander Biel (Eds), Brand Equity and Advertising, 83-96. Hillsdale, NJ: Lawrence Erlbaum Associates,.

Bellenger, D., Earle, S. and Wilbur, W. (1976). The congruence of store image and self image. Journal of Retailing, 52, 17-32.

Bhargava, R. (2008). Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back. NY: McGraw Hill.

Birdwell, A. E. (1968). Study of the influence of image congruence on consumer choice. Journal of Business, 41, 76-78.

Blackston, M. (1995).The qualitative dimension of brand equity. Journal of Advertising Research, 35(4), 2-7.

Chithran, S. C. (2012). Winning customer hearts through mascot ads. DeeCee School Journal, 1-57.

Doyle, P. (1990). Building successful brands: The strategic options. Journal of Consumer Marketing, 7 (2), 5-20.

Freling, T. H., & Forbes, L. P. (2005). An examination of brand personality through methodological triangulation. Journal of Brand Management, 13, 148-162.

Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33, 33–39.

Goodyear, M. (1993). Reviewing the concept of brands and branding. Marketing Research Today, 21, 75-79.

Hayes, J. B., Capella, L. M., & Alford, B. L. (2000). The brand personality as a basis for consumer-brand relationships. Working paper, Mississippi State University.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.

Lehmann, D., Keller, K. L., & Farley, J. (2008). The structure of survey-based brand metrics. Journal of International Marketing, 16 (4), 29-56.

Levy, S. J. (1999). Brands, Consumers, Symbols, and Research: Sydney J. Levy on Marketing. Thousand Oaks, CA: Sage Publications.

Pierre, V. F., Haythem, G., & Dwight M. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64, 24-28.

Pitta, D. A., & Katsanis, L.P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12 (4), 51.

Plummer, J. T. (2000). How personality makes a difference. Journal of Advertising Research, 40 (6), 79-83.

Rosenberger, P. J. III, & Donahay, B. (2007). Brand personality differentiation in formula one motor racing. An Australian view. Marketing Bulletin. 19 (2), 1-14

Sirgy, M. J. (1982). Self concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287-300.

Heylen, J. P., Dawson, B., & Sampson, P. (1995). An implicit model of consumer behaviour. Journal of the Market Research Society, 37 (1), 51-67.

Aaker, J. V., Benet, M. ,& Garolera, J. (2001). Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs. Journal of Personality and Social Psychology, 81 (3), 492-508.

Azoulay, A., & Kapferer, J. N. (2003). Do Brand Personality Scales Really Measure Brand Personality? Brand Management, 2 (2), 143-155.

Austin, J. R., Siguaw, J. A., & Mattila, A. S. (2003). A re-examination of the generalisability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11, 77- 92.

Delbaere, M., McQuarrie, E. F., Phillips, B. J. (2011). Personification in Advertising. Journal of Advertising, 40 (1), 121-130.

Brown, S. (2011). It’s Alive Inside! A Note on The Prevalence of Personification. Irish Marketing Review, 21(1), 3-11.

Miller, T., Lawrence, G., McKay, J., & Rowe, D. (2001). Globalization and sport. LON: Sage Publications.

Crawford, G. (2004). Consuming Sport: Fans, Sport and Culture: The Consumption Spectacle and Surveillance of Contemporary Sports Fans. LON: Routledge.

Sargent, S. L., Zillmann, D., & Weaver, J. B. III. (1998). The gender gap in the enjoyment of televised sports. Journal of Sport and Social Issues, 22, 46–64.

Gantz, W., & Wenner, L. A. (1995). Fanship and the television sports viewing experience. Sociology of Sport Journal, 12, 56–74.

Ridinger, L. L., & Funk, D. C. (2006). Looking at gender differences through the lens of sport spectators. Sport Marketing Quarterly, 15 (3), 155–166.

Greenwell, C. T., Fink, J. S., & Pastore, D. L. (2002). Perceptions of the service experience: Using demographic and psychographic variables to identify customer segments. Sport Marketing Quarterly, 11, 233–241.

Mehus, I. (2005). Distinction through sport consumption. International Review for the Sociology of Sport, 40, 321–333.

Madrigal, R. (2004). A review of team identification and its influence on consumers’ response toward corporate sponsors. Sportsmarketing and the psychology of marketing communication, 241–255.

Dietz-Uhler, B., & Murrell, A. (1999). Examining fan reactions to game outcomes: A longitudinal study of social identity. Journal of Sport Behavior, 22, 15–27.

Wann, D. L., & Branscombe, N. R. (1993). Sports fans: Measuring degree of identification with the team. International Journal of Sport Psychology, 24, 1–17.

Wann, D. L., Tucker, K. B., & Schrader, M. P. (1996). An exploratory examination of the factors influencing the origination, continuation, and cessation of identification with sports teams. Perceptual and Motor Skills, 85, 995–1001.

Branscombe, N. R., & Wann, D. L. (1992). Role of identification with a group, arousal, categorization processes, and self-esteem in sports spectator aggression. Human Relations, 45, 1013–1033.

Wann, D. L., Melnick, M. J., Russel, G. W., & Pease, D. G. (2001). Sports fans: The psychology and social impact of spectators. NY: Routledge.

Tajfel, H. (1981). Human Groups and Social Categories: Studies in Social Psychology. Cambridge: Cambridge University Press.

Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behaviour. In S. Worchel & W. G. Austin (Eds.). Psychology of intergroup relation. CHI: Nelson-Hall.

Mahony, D. F., Howard, D. R., & Madrigal, R. (2000). BIRGing and CORFing behaviors by sport spectators: High self-monitors versus low self-monitors. International Sports Journal, 4, 87–106.

Hunt, K. A., Bristol, T., & Bashaw, R. E. (1999). A conceptual approach to classifying sports fans. Journal of Services Marketing, 13, 439–452.

Trail, G. T., Anderson, D. F., & Fink, J. S. (2000). A theoretical model of sport spectator consumption behaviour. International Journal of Sport Management, 1, 154–180.

Tapp, A., & Clowes, J. (2002). From carefree casuals to professional wanderers: Segmentation possibilities for football supporters. European Journal of Marketing, 36, 1248–1269.

Trail, G. T., Fink, J. S., & Anderson, D. F. (2003). Sport spectator consumption behaviour. Sport Marketing Quarterly, 12, 8–17.

Richelieu, A., & Pons, F. (2005). Reconciling managers’ strategic vision with fans’ expectations. International Journal of Sports Marketing & Sponsorship, 6, 150–163.

Pons, F., Mourali, M., & Nyeck, S. (2006). Consumer orientation towards sporting events: Scale development and validation. Journal of Service Research, 8, 276–287.

Bourgeon, D., & Bouchet, P. (2001). La recherche d’expe´ riences dans la consommation du spectacle sportif [Experience seeking in the sporting event consumption]. Revue Europe´enne de Management du Sport, 6, 1–47.

Bouchet, P., Bodet, G., Bernache-Assollant, I., & Kada, F. (2011). Segmenting sport spectators: Construction and preliminary validation of the Sporting Event Experience Search (SEES) scale. Sport Management Review, 14, 42-53.

Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16, 64–73.

Brasco, T. C. (1988). “How brand names are valued for acquisitions?” In Leuthesser, L., (Ed.). Defining, Measuring and Managing Brand Equity: A Conference Summary Report, 88-104, Cambridge, MA: Marketing Science Institute.

Stobart, P. (1989). Brand Valuation: A True and Fair View. Accountancy, 104(1154), 27-28.

Barwise, P. (1933b). Brand Equity: Snark or Boojum?. International Journal of Research in Marketing, 10, 93-104.

Shocker, A. D., & Weitz, B. (1994). A perspective on brand equity principles and issues. In L. Leuthesser (Ed.). Defining, Measuring and Managing Brand Equity: A Conference Summary Report, 88-104, Cambridge, MA: Marketing Science Institute.

Smith, J. W. (1991). Brand Equity and the Analysis of Customer Transaction. In: E. Maltz, (Ed.). Marketing Brand Equity Report, 91-110, Cambridge, MA: Marketing Science Institute.

Srivastava, R. K., & Shocker, A.D. (1991). Brand equity: a perspective on its meaning and measurement. Working paper, 91-124 , Boston, MA: Marketing Science Institute.

Simon, C. J., & Mary W. S. (1993). The Measurement and Determinants of Brand Equity: A Financial Approach. Marketing Science, 12 (1), 28-52.

Biel, A. L. (1992). How Brand Image Drives Brand Equity. Journal of Advertising Research, 3 (2), 6-12.

Aaker, D. A. (1992). Building strong brands. England: Lawrence Erlbaum Associates.

Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising 24, 25-40.

Benedict, A. (1983). Imagined Communities: Reflections on the Origin and Spread of Nationalism. LON: Verso.

Wyer, R. S., & Srull, T. K. (1989). Memory and cognition in its social context. LON: Psychology Press.

Wagner, K., & Russell, G. (1993). Measuring Brand Value With Scanner Data. International Journal of Research in Marketing, 10, 9-22.

Jones, J. P. (1986). What’s in a name? advertising and the concept of brands. NY: Lexington Books.

Leuthesser, L. (1988). Defining, measuring and managing brand equity. A Conference Summary, Cambridge, MA: Marketing Science Institute.

Farquhar, P. (1990). Managing brand equity. Journal of Advertising Research, 30 (4), 7-12.

Hoolwerff, D. V. (2014). Does Your Mascot Match Your Brand’s Personality?. Twente, MA: Thesis Communication Science.

Bouchet, P., Bodet, G., Bernache-Assollant, I., & Kada, F. (2011). Segmenting sport spectators: Construction and preliminary validation of the Sporting Event Experience Search (SEES) scale. Sport Management Review, 14, 42–53.

Hair, J. F. (2006). Research Methods for Business. Successful Strategies for Teaching Multivariate Statistics. NJ: John Wiley & Sons.

Ito, S., & Yamashita, T. ( 2014). Applying Rough Set to Analyze Psychological Effect of Mascot Character Design. International Journal of Affective Engineering,13 (3), 159-165.

三、網路部份

Nadolny, M. (2014, November 21). Mascots have become a huge part of sports, with some gaining as much fame as the players they support [Online forum comment]. Retrieved from http://olympic.ca/2014/11/21/fun-for-the-fans-the-best-mascots-in-sports/

Riper, T. V. (2011, Apr 18). America′s Favorite Sports Mascots. [Online forum comment]. Retrieved from http://www.forbes.com/2011/04/15/americas-favorite-sports-mascots.html

Riper, T. V. (2013, May 14). America′s Favorite Sports Mascots. [Online forum comment]. Retrieved from http://www.forbes.com/sites/tomvanriper/2013/05/14/americas-favorite-sports-mascots-2/

Ioakimidis, & Marilou (2010, July). Online Marketing of Professional Sports Clubs: Engaging Fans on a New Playing Field. [Online forum comment]. Retrieved from https://www.questia.com/read/1G1-274114774/online-marketing-of-professional-sports-clubs-engaging

Ozanian, M. (2015, March 25). MLB Worth $36 Billion As Team Values Hit Record $1.2 Billion Average. [Online forum comment]. Retrieved from http://www.forbes.com/sites/mikeozanian/2015/03/25/mlb-worth-36-billion-as-team-values-hit-record-1-2-billion-average/

David, B. (2012, January 12). Photo: 1908 Cubs protect their mascot’s back. [Web blog message]. Retrieved from http://sports.yahoo.com/blogs/mlb-big-league-stew/photo-1908-cubs-protect-mascot-back-093654011.html

Wikipedia (2015, March). Mascot. Retrieved from https://en.wikipedia.org/wiki/Mascot#Sports_mascots

Forbes (2015, March). MLB team value. Retrieved from http://www.forbes.com/mlb-valuations/list/

EMBA雜誌編輯部(民88年12月)。紅襪隊:不得第一的品牌冠軍。【線上論壇】。取自http://www.emba.com.tw/ShowArticleCon.asp?artid=3027

指導教授 杜秉叡 審核日期 2015-8-28
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明