事件行銷之心流體驗與品牌依附之關係－以中華職棒為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/48363

Title:	事件行銷之心流體驗與品牌依附之關係－以中華職棒為例 The Relationship between Flow Experience of EventMarketing and BrandAttachment: Take Chinese Professional Baseball League as an Example
Authors:	李晏安
Contributors:	國際企業管理學系
Keywords:	品牌依附事件行銷心流經驗品牌個性 brand attachment event marketing flow experience brand personality
Date:	2020
Issue Date:	2020-08-12 11:09:10 (UTC+8)
Abstract:	品牌依附是品牌與消費者維持良好長期關係並創造本身價值的重要關鍵因素。過往研究發現，品牌依附會受到品牌熟悉度、品牌經驗、品牌個性、品牌認同、產品涉入程度等因素所影響。這些因素多是以企業的立場為出發點，進而忽略了品牌顧客的觀點與想法，因此本研究想進一步探討事件行銷之心流體驗與品牌依附的關係。本研究透過網路，針對中華職棒球迷消費行為進行調查，共收集近四百八十五位球迷作為研究樣本。實證結果顯示，本研究在控制品牌個性之條件下，事件行銷與心流體驗都有顯著正向的影響品牌依附。此一研究結果提供了職棒行銷人員重要之理論意涵及管理意涵。 Brand attachment is a key factor in maintaining a good long-term relationship between customers and brands, thus helps cultivate brand value. Previous research has found that brand attachment is affected by factors such as brand familiarity, brand experience, brand personality, brand identity, and product involvement. These factors are considered from enterprises' perspective rather than from customers' perspective and opinion. This study investigates the relationship between customers' flow experience of event marketing and brand. Structured questionnaires were distributed to CPBL fans through an online convenience sampling method. A total of 485 valid responses were obtained. The empirical results show that controlling brand personality, flow experience has a positive relationship with to brand attachment. The results provide important theoretical and managerial implications for Professional baseball marketing personnels.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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