| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 96 === In March 2008, Taiwan is hosting the 2008 Baseball Final Olympic Qualifying Tournament. The stadium was crowded with baseball fans. In the end, the Chinese Taipei baseball team is qualified to the 2008 Olympic Games. Although there were always packed with people in stadium when CPBL（Chinese professional baseball league） host championship tournament, there were only a few people watching regular season games. The CPBL is trying to attract more people going into stadium.
This study provides a conceptual framework linking brand loyalty and brand associations in professional team sports. The study is primarily inspired from Gladden and Funk where they developed an understanding of brand associations in professional sports from consumers, based on Aaker''s general conceptualization of brand equity and Keller''s model on consumer-based brand equity. An integrative conceptual framework is developed for identifying various dimensions of brand associations that are predictive of brand loyalty in CPBL.
The data were collected through questionnaires and there were eight hundred and forty-eight questionnaires effective. The adopted analysis tool was LISREL statistical method and the induced conclusions are as follows：
1.When fans perceive positive attribute of their favorable CPBL team, it can affect the overall perception of brand benefits gotten from supporting the team.
2.When fans perceive positive attribute of their favorable CPBL team, it can affect the overall perception of brand attitude toward the team.
3.The study observes that there is a positive link between the brand benefit perceived by the spectators and the brand loyalty of the spectators, which means that brand benefit can affect brand loyalty of the fans.
4.The study observes that there is a positive link between the brand attitude toward the team and the brand loyalty of the spectators meaning that brand attitude toward the team can affect brand loyalty of the fans.
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