The Effects of Brand Awareness and BrandPreference on Basketball Players’Purchase Intention

• Main Authors: Ku-HAO Chang, 張家豪
• Other Authors: Cheng-Jong Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/40704257556610298116

碩士 === 大葉大學 === 運動事業管理學系 === 102 === Basketball has become one of the most popular sports among young people in Taiwan; it is popular regardless of any age. Most of the previous studies have proved the popularity, and when basketball athletes rapidly grow, major sports brand may us the popularity to increase their brand recognition, and to study the consumer brand preference through psychological tendency to increase the purchase intension. This study will examine the effect of brand recognition and preference on the willingness to purchase on basketball players. Participating subjects include players that attended junior basketball league, high school basketball league or university basketball league, using a convenience sampling questionnaire survey. A total of 400 questionnaires were issued and 379 were recovered, with a 94.75% recovery rate. Using demographic variables as section one, and brand recognition, brand preference, and purchase intention scales as section two, data is analyzed with SPSS version 12.0. H1: basketball brand recognition will positively affect the brand preference, hypothesis is true; H2: basketball brand preference will positively affect the purchase intention, hypothesis is true; H3: basketball sneaker brand recognition will positively affect the purchase intention, hypothesis is true. Purchase intention = brand recognition（0.240） + brand preference（0.659） + 0.490, brand preference is more important to basketball players when willing to buy, therefore when sport brand companies sponsor sporting articles, because of long-term use of the same brand, athletes generate brand preference, so the main reference to purchase intentions is brand preference.