Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === ABSTRACT
This study aims to explore the impact of corporate sponsorship, in terms of
sponsoring a professional baseball team where the corporate brand is on the top of it, on
the company''s brand equity and its stock price’s abnormal return.
The data were collected from the listed companies and IPO of Taiwan Economic
Journal (TEJ) database and Chinese Professional Baseball League (CPBL) web site.
Time period ranges from 1990 to 2008. The final selected companies are: Wei Chuan,
Mercuries Corporation, Uni-President Corporation, and Sinon Corporation. The results
indicated that the sponsored team’s championship on the current year has no effect on
its stock price’s abnormal return, but has a significant effect on upward change of the
firm’s current year Tobin’s q value.
This study affirms the importance of the sponsored professional baseball team’s
competition outcome. Companies which sponsor these teams are recommended to
provide mutual marketing activities to cope with the championship event so as to boost
the brand equity.
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