English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 112871/143842 (78%)
Visitors : 49909878      Online Users : 611
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103106


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103106


    Title: 運動網站品牌與贊助品牌一致性研究
    Other Titles: The Congruence of Sports Websites Brands and Sponsor Brands
    Authors: 鄭咏成;李雅靖
    Zheng, Yung-Chen;Lee, Ya-Ching
    Keywords: 品牌形象一致性;贊助品牌態度;贊助廣告態度;運動網站態度;運動賽事涉入程度
    Brandimageconsistency;Attitudestowardsponsors;Attitudestowardadvertisements;AttitudestowardthesportswebsitesYahoo!;Sportsinvolvement
    Date: 2010-07
    Issue Date: 2016-10-20 16:17:07 (UTC+8)
    Abstract: 本研究探討運動網站與贊助品牌之間的品牌形象一致性對消費者的贊助品牌態度、贊助廣告態度及運動網站態度的影響，並同時加入對運動賽事涉入程度干擾作用的探討。本研究針對一千零六十三位網路使用者進行態度的測量。研究結果發現品牌形象一致性會對贊助品牌態度、贊助廣告態度及運動網站態度產生顯著的正面影響，但運動賽事涉入程度並未產生顯著的干擾作用。本研究提供有意贊助運動網站的業者與運動網站本身作為參考，並給予後續研究者在研究上的建議。
    This study aims to investigate the influences of brand image congruence on consumers` attitudes toward the sponsor brands, advertisements, and the sports websites. It also examines the moderating effects of different levels of sports involvement. 1063 Internet users are surveyed. The results of this study show that higher level of brand image congruence results in more positive attitudes toward the sponsor brands, advertisements, and the sports websites. However, different levels of sports involvement do not significantly moderate the influences of image congruence on attitudes. This study offers some implications to sports websites and those who intend to sponsor sports websites, and provides suggestions for future research.
    Relation: 廣告學研究, 34, 65-92
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    34-3(p.65-92).pdf434KbAdobe PDF2594View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback