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    題名: 消費者對企業贊助藝文活動效益之研究
    其他題名: A study of the effectiveness of consumer to corporate sponsorship in arts events.
    作者: 楊惠鈞;Yang, Hui-chun
    貢獻者: 淡江大學國際貿易學系國際企業學碩士班
    黃志文;Huang, Chih-wen;林光賢;Lin, Kuang-hsien
    關鍵詞: 藝文贊助;涉入;配適度;態度;art events sponsor;Involvement;fitness;Attitudes
    日期: 2009
    上傳時間: 2010-01-11 01:36:38 (UTC+8)
    摘要: 最近幾年來,許多企業使用贊助活動來增加品牌的曝光度,以及提升企業或品牌的形象。許多文獻指出:藉由贊助可以提升企業品牌知名度、改善企業品牌形象、進而影響消費者的購買行為。本研究嘗試從消費者的觀點出發,探討藝文活動贊助效益的影響因素。希望能提供企業未來擬訂行銷計畫、規劃行銷活動時的參考方向。
    本研究以「消費者對贊助動機的認知」、「消費者對贊助企業的態度」、「消費者對贊助事件的態度」、「贊助企業與贊助事件的配適程度」、「消費者對藝文活動的涉入程度」為自變數,以贊助效益作為應變數,研究發現如下:
    1.消費者對贊助動機認知對贊助效益有直接的影響
    2.消費者對贊助企業態度對贊助效益有直接的影響,但消費者對贊助事件態度對贊助效益無直接的影響
    3.贊助企業與贊助事件的配適程度不同對贊助效益有直接的影響
    4.消費者對藝文涉入程度對贊助效益有直接的影響
    Many companies use sponsorship to increase the awareness and image of the brand. Previous findings show that through sponsorship and corporations can improve brand awareness and strengthen brand image to influence consumers’ buying behaviors. This research will discuss factors which affect art events sponsoring efficiency through consumers’ attitude, and expect this research can help firms in marketing affairs.
    The study choose consumer awareness of the sponsor motives, consumer attitudes to sponsored enterprises, consumer attitudes to sponsor events, fitness between corporate and sponsoring event, and art events involvement as independent variables and sponsoring efficiency as dependent variables . There are four findings from this research:
    1. Consumer awareness of the sponsor motives to sponsoring efficiency has a direct impact.
    2. Consumer attitudes to sponsored enterprises to sponsoring efficiency have a direct impact. However, consumer attitudes to sponsor events to sponsoring efficiency have no direct impact.
    3. Fitness between corporate and sponsoring event to sponsoring efficiency has a direct impact.
    4. Art events involvement to sponsoring efficiency has a direct impact.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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