The Influence of Branding Image of School Team on the Team Identification and the School Identification–A Case Study of KANO Baseball Team

• Main Authors: Hsu Kai-Chih, 許凱智
• Other Authors: Hsu Ya-Wen
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/sdzyta

碩士 === 國立嘉義大學 === 體育與健康休閒學系研究所 === 105 === The trend of fewer children has been influential in the enrollment of higher education. To increase student enrollment, it is essential for a school to develop distinctive characteristics and its own “brand.” Recently, as television and cyber media are widely used, school sports teams have been trying to seek publicity online. For sports teams, this phenomenon demonstrates the significance of building a unique brand image. Previous studies have found out that there is positive effect on brand identification. In 2014, when the movie “KANO” was released, the term “KANO” became a symbol representing “National Chiayi University” and created a new brand image for both the school and its baseball team. Based on the concepts of brand image and through experimental designs, the study investigated whether or not different concepts of brand image would have influence over team identification and school identification. In the study, a survey was conducted via questionnaires, and subjects were asked to answer questions over team identification and school identification after they read about a scenario. Each subject was provided only one of the four scenarios (designed on the basis of 3 concepts of brand image and 1 control group). Totally eight hundred students from three different campus of National Chiayi University were recruited, while 509 questionnaires were valid. The data was analyzed using independent-Sample t-test, one-way ANOVA, and Pearson product-moment correlation coefficient. The results of this study indicated that: (1) though students were given different scenarios, there was no significant difference among them over team identification and school identification; (2) there was a significant positive correlation between how much students are concerned with sports activities and their team identification/school identification; (3) there was a significant positive correlation between team identification and school identification. Based on the research results, schools should build and increase the brand image of its sports teams. Also, it is suggested that school help students develop a habit of participating in and watching sports events, and thus team identification and school identification would be strengthened.