| Summary: | 碩士 === 南華大學 === 國際暨大陸事務學系亞太研究所碩士班 === 99 === The corporate sponsorship of sports marketing has become an inevitable trend, and the corporate and sporting events will require long-term relationship between business and culture, which dominated sports sponsorship, consumer attitude is seriously. Particular favorite of consumers sponsorship level, the attitude of sponsoring events, the attitude of the sponsors and suitability between sponsorship will further affect the sponsorship benefits and the sponsor''s brand is owned by a positive Impact. In this study, scooter racing in Taiwan as the research subject, to understand consumer perception of the attitude of corporate sponsorship.
This study is using questionnaire surveys, a total of 300 questionnaires were issued, a total of 276 valid questionnaires, the effective return rate of 92.0%. The results are as follows:
1. Consumers scooter racing placement with a positive attitude on the significant impact of brand equity.
2. Consumers scooter racing placement attitude of the placement does not have significant impact on the trust factor.
3. Consumers scooter racing sponsorship with a positive attitude on the significant impact of brand equity.
4. Consumers scooter racing sponsorship attitude factors into the trust does not have significant impact.
5. The consumer brand equity on the car''s sport scooter does not have significant impact on sponsorship benefits.
6. Consumer confidence factors into scooter racing sponsorship with a positive significant impact on efficiency.
|
|---|
