BUILDING BRAND EQUITY IN PROFESSIONAL BASEBALL IN TAIWAN

• Main Authors: Huang Jung-Hau, 黃中皓
• Other Authors: Lu Chia-Ying
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/37646395022053217055

碩士 === 國立臺灣體育學院 === 運管系碩士班 === 94 === 　　Brand equity is essential for sport managers. In the new millennium, team management activities evolve from a focus on winning as a means of realizing short-term profits, to a focus on strategic management of the team brand as a means of realizing long-term appreciation in franchise value. Professional sport is a type of entertainment in sport. Fan experience is very important for teams. Teams should utilize brand equity management to satisfy the needs of fans. In addition, it can decrease the effect from uncontrollable marketing factors-team winning. 　　Brand equity management is new for Taiwan’s 17-year professional baseball history. Since fans place the importance on team victory, managers gradually ignore the importance of brand equity management. Due to the limited researches in Taiwan, the purpose of this study was to explore the brand equity model applied to Taiwan’s professional baseball. This study built on the conceptual framework of brand equity by Gladden and Miline (1999). The antecedents, such as star player, tradition, entertainment, sponsor image and rivalry of the game were the independent variables while the team brand equity was the dependent variable. 　　Surveys were collected onsite in six regular season games of the Chinese Professional Baseball League (CPBL) in 2006. Five hundred twenty-three surveys were collected during March and April 2006. After data collection, descriptive statistic, factor, reliability, correlation and regression analysis were utilized to analyze. The findings were in the followings: 1.Support, entertainment, team brand identification, merchandise image, tradition, and sponsor image have significant impact on building brand equity. 2.According to β, the orders in relative importance were support, entertainment, team brand identification, merchandise image, tradition, facility stuff and sponsor image. According to part correlation, the orders in relative importance were support, entertainment, team brand identification, merchandise image, tradition, facility stuff and sponsor image. 　　The study only tested the relationship between antecedents and brand equity in Gladden and Miline’s (1999) model. The connections among brand equity, consequences, antecedents and consequences need to be explored in future studies. In addition, the sample size should be increased as well. There were more marketing implications discussed in the study to assist the team managers to build up a brand equity model, especially in Taiwan’s baseball market.