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|Other Titles: ||A research of the relationship between public relation benefits and customer equity for sport sponsorship|
|Authors: ||葉曉蒨;Yeh, Hsiao-chien|
白滌清;Pai, Ti-ching;沈景茂;Shen, Ching-mao
|Keywords: ||運動贊助;公共關係;顧客權益;Sports sponsorship;Public relation;Customer equity|
|Issue Date: ||2010-01-11 04:14:57 (UTC+8)|
|Abstract: ||近年來民眾逐漸瞭解健康的重要性，不論是政府或企業都積極提倡運動以促進健康，運動已經變成不分年齡、性別的全民活動，並且具有傳播媒體的功能，讓贊助運動成為企業和消費者溝通的最佳行銷工具。由世界趨勢顯示企業應該由品牌權益觀點轉換到顧客權益觀點，而顧客權益觀念能幫助企業更加瞭解、管理和維持舊顧客，同時將顧客視為一項重要資產，以審慎的觀念與態度加以管理(Rust, Zeithaml and Lemon, 2000)。|
根據Rust, Zeithaml and Lemon(2000, 2004b)提出的顧客權益架構，即價值權益、品牌權益、關係權益所形成的構念，本研究將顧客權益與公共關係中之運動贊助相結合，探討公共關係中的運動贊助與顧客權益之關聯性。
People begin to know what important is health, so the government or company advocate sports. Sport is an activity crossing ages and sex. It can also function as the media to connect customer and business, making sports sponsorship blossom nowadays. Sports sponsorship becomes an efficient promotion tool. Several broad interrelated trends make it inevitable that management will shift its focus from brand equity to customer equity. The concept of customer equity could help the company to know, mange, and retain their customers more and to acquire the new customers aggressively as well. Moreover, it helps a company to view customers as an important asset and to manage them in a cautious way and attitude.
According to the structure of customer equity proposed by Rust, Zeithaml and Lemon in 2000, which is the concept including value equity, brand equity, and retention equity, this study combines it with sports sponsorship, to know that the relationship between the sports sponsorship and customer equity.
The result of this research shows that customer equity has significant relative to consumers’ attitudes toward the event and consumers’ joining involvement in the future. In other words, consumers have higher degree of favor the event and desire for joining the event, to enhance customer equity through the sports sponsorship event. Public relation benefits of visual placement, audio placement and plot connection placement content have positive influence on customer equity. Regardless of marketing or financial customer lifetime value, has a positive relationship with customer equity. Aside from accounting adjustments for expenditures such as plant and equipment and financial liabilities, the customer equity of the company is equivalent to the value of the firm. Therefore, documenting the effect of marketing expenditures on customer equity provides a measure of financial return on those investments. Based on research result, the company can establish customer equity through the sports sponsorship.
|Appears in Collections:||[企業管理學系暨研究所] 學位論文|
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