The effect of sports sponsorship congruence of food enterprise on consumers'' involvement and attitude.

• Main Authors: Sheng-Tzung Li, 李昇宗
• Other Authors: Shih-Tse Wang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/53851621488524173699

碩士 === 國立中興大學 === 生物產業管理研究所 === 104 === In recent years, among diversified marketing strategies, sponsorship is the key strategy of many enterprises in order to enhance their brand image, product sales and customer loyalty. Among the types of sponsorship, the sports sponsorship is the most popular one, and therefore, there are many food companies that have actively invested in sports sponsorship. The past literature of sponsorship indicated that the sponsor-event congruence has positive effects on the attitude of brand, event involvement has a positive impact on the attitude of event and brand, and the attitude of event has effects on the attitude of brand. However, the past studies have rarely mentioned the effect on attitude of brand on the event-consumer congruence. Thus, the present study will explore the effect of consumer''s involvement and attitude toward sports sponsorship of food industry. All understand the effect of consumer''s event involvement, attitude of the event and brand on the brand-event congruence and event-consumer congruence. In this study, the participants involved in the sports sponsorship with food industry. And the data collected from Taipei (SBL, Taiwan Beer and Kinmen Kaoliang), Taichung (Cup of Supau, Supau and AWB, Taiwan Beer), Tainan (Lion Run, Uni-President), Kaohsiung (One Piece Run, Taisun). According to the analysis of Structural Equation Modeling (SEM), the study found that brand-event congruence has a positive effect on the attitude of the event and brand. The event-consumer congruence has positive effect on event involvement and attitude of the event. In addition, event-consumer congruence also has positive effect on attitude of the brand by the event involvement. Finally, the study based on the results provides a food industry to develop effective sponsorship strategy to support food industry in the choice of sponsorship which can have a wide range of assess and greater benefit.