| Summary: | 碩士 === 嶺東科技大學 === 高階主管企管碩士在職專班 === 103 === This study mainly discusses the relationship among sport marketing, sport participation and brand equity, and we take Kang Hsuan Educational Publishing Group as our study object. The questionnaires are completed by the school teachers from 10 schools in Taichung, adopting non-probability sampling. In total, 217 questionnaires were distributed, of which 207 were valid, with effective response rate of 95%. The statistical methods used in the study to test the hypothesis include: Descriptive Statistics, Reliability Analysis, Validity Analysis, Canonical Analysis, and Regression Analysis. The results are as follows: (1) Consumer’s cognition to the sport marketing held by Kang Hsuan has a significant effect on their brand equity. (2) Customers’ sport participation influences the relationship between the cognition of sport marketing and brand equity. (3) The cognition of Kang Hsuan’s sport marketing and brand equity significantly varies among consumers in different demographics. In conclusion, the marketing promotions which Kang Hsuan holds, such as sport sponsor, have positive impact on their brand popularity, brand loyalty, perceived quality, and brand association. Furthermore, we also found that consumers’ sport participation also influences their cognition to sport marketing. The higher their cognition to sport marketing, the closer the relationship of brand equity. In other words, Kang Hsuan Educational Publishing Group can not only elevate the image of the enterprise, they can also impress their customers by holding marketing campaigns and employee activities. As a result, we suggest that Kang Hsuan Educational Publishing Group should put more emphasis on sport marketing and sport participation in order to enhance customers’ perception on brand equity. In practical application to sport marketing, they should hold more sport activities and lay stress to the quality of service crew member and the participation of enterprise staffs.
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