黃恆獎Huang, Heng-Chiang臺灣大學:國際企業學研究所林育民Lin, Yu-MinYu-MinLin2010-05-112018-06-292010-05-112018-06-292008U0001-2406200816595100http://ntur.lib.ntu.edu.tw//handle/246246/1826362008年三月奧運八搶三資格賽再度在中台灣舉行，在每場爆滿主場球迷的熱情支持下，中華隊搶進了2008年奧運棒球賽。儘管中華職棒在大賽期間，例如總冠軍賽、明星賽，中華職棒官方統計的數據常是萬人以上的球迷進場，而在台灣所舉辦的國際賽更是場場爆滿的觀眾，但是中華職棒例行賽期間，平均人數仍是區區三千多人，扣除大賽期間，觀眾人數要破千人甚至相當困難。「有人的地方才有商機」這是商場上不變的真理，對於中華棒協及中華職棒以2001年舉辦國際賽的經驗，大力支持2008年奧運資格賽，期望能再度將球迷拉回球場看球，效果如何仍靜待觀察。本文實證Gladden and Funk(2001)所提出的職業球隊品牌聯想衡量模式，針對中華職棒設計相關的因素及整體模型，並將品牌聯想與品牌忠誠度連結，期望提供一個整體模型以供中華職棒未來經營策略的思考方向。研究以848份有效問卷為樣本，並以LISREL進行實證分析，得出以下結論：.當消費者認為支持球隊及球賽所產生的品牌特徵聯想愈正面，消費者對該品牌的態度聯想愈能提高。.當消費者認為支持球隊及球賽所產生的品牌特徵聯想愈正面，消費者對該品牌的利益聯想愈能提高。.當消費者認為支持球隊及球賽所產生的品牌利益聯想愈正面，消費者對該品牌的忠誠度愈能提高。.當消費者認為支持球隊及球賽所產生的品牌態度聯想愈正面，消費者對該品牌的忠誠度愈能提高。In March 2008, Taiwan is hosting the 2008 Baseball Final Olympic Qualifying Tournament. The stadium was crowded with baseball fans. In the end, the Chinese Taipei baseball team is qualified to the 2008 Olympic Games. Although there were always packed with people in stadium when CPBL（Chinese professional baseball league） host championship tournament, there were only a few people watching regular season games. The CPBL is trying to attract more people going into stadium. his study provides a conceptual framework linking brand loyalty and brand associations in professional team sports. The study is primarily inspired from Gladden and Funk where they developed an understanding of brand associations in professional sports from consumers, based on Aaker''s general conceptualization of brand equity and Keller''s model on consumer-based brand equity. An integrative conceptual framework is developed for identifying various dimensions of brand associations that are predictive of brand loyalty in CPBL.he data were collected through questionnaires and there were eight hundred and forty-eight questionnaires effective. The adopted analysis tool was LISREL statistical method and the induced conclusions are as follows：.When fans perceive positive attribute of their favorable CPBL team, it can affect the overall perception of brand benefits gotten from supporting the team..When fans perceive positive attribute of their favorable CPBL team, it can affect the overall perception of brand attitude toward the team..The study observes that there is a positive link between the brand benefit perceived by the spectators and the brand loyalty of the spectators, which means that brand benefit can affect brand loyalty of the fans..The study observes that there is a positive link between the brand attitude toward the team and the brand loyalty of the spectators meaning that brand attitude toward the team can affect brand loyalty of the fans.目錄 III目錄 IV目錄 V一章 緒論 1一節 研究背景與動機 1二節 研究目的 4二節 研究流程 5二章 文獻探討 7一節 品牌權益 7二節 品牌權益衡量方法 13三節 服務業品牌權益之研究 16四節 品牌忠誠度之研究 17五節 職業運動之研究 21三章 研究方法 27一節 研究架構 27二節 研究假設 29三節 研究變數定義與衡量 32四節 研究設計 38五節 統計分析方法 39四章 資料分析與結果 44一節 基本資料分析 44二節 信度與效度分析 46三節 結果分析 51五章 結論與建議 60一節 結論 60二節 管理意涵 61三節 研究限制 63四節 後續研究建議 63考文獻 65錄：研究問卷 68application/pdf973234 bytesapplication/pdfen-US中華職棒品牌聯想品牌忠誠度消費者觀點職業運動CPBLbrand associationsbrand loyaltycustomer-basedprofessional sportthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/182636/1/ntu-97-R95724092-1.pdf