| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 96 === Sports sponsorship became a principle marketing campaign of companies to promote their public image. The effectiveness of sponsorship is depends on the perception of customers toward the sponsor. It is an important factor that can beneficially to the sponsorship of the companies. This study adopted customer perceptions of sponsorship and generalized event factors (attitude toward the event and status of the event), sponsor factors (attitude toward the sponsor, sincerity of the sponsor and ubiquity of the sponsor) and sponsor-event fit to examine the effect upon brand image and purchase intention. The audiences of Baseball World Cup 2007 were the population of the study. Two-step structural equation model (SEM) was used for data analyses. As results, status of event, customer attitude toward the sponsor, sincerity of the sponsor, ubiquity of the sponsor and sponsor-event fit have significant influence to brand image. However, customer attitude toward the event has no significant influence to brand image. Based on the results, the author suggests that companies should combine sponsorship with suitability and feasibility marketing communication tools; and suggests not sponsoring an event in a commercialism manner. Furthermore, the fit between the sponsor and the event is the priority issue that can establish customers’ positive image and purchase intention toward the sponsor; ultimately enhance the benefit of the sponsorship.
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