Responsive image
博碩士論文 etd-1107118-081038 詳細資訊
Title page for etd-1107118-081038
論文名稱
Title
職棒場上產品置入之成效研究-以統一獅隊球衣上之品牌為例
The Effect of Product Placement in CPBL-A Case of the Uniform of Uni-Lions
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
89
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2018-05-17
繳交日期
Date of Submission
2018-12-07
關鍵字
Keywords
產品置入態度、品牌知名度、品牌形象、產品類別、球隊認同、品牌態度
Team identification, Product placement attitude, Brand awareness, Brand image, Brand attitude, Product category
統計
Statistics
本論文已被瀏覽 5790 次,被下載 68
The thesis/dissertation has been browsed 5790 times, has been downloaded 68 times.
中文摘要
近年來運動行銷逐漸受各界重視,而中華職棒身為台灣唯一一個職業運動聯盟,透過職棒比賽替企業或品牌打廣告是一件非常值得進行的事情。然而,過去常常會聽到球迷抱怨球衣上的廣告商標太多、太醜,反而對於這樣的廣告產生了反效果,而這樣的廣告手法其實就是產品置入的一種,因此本研究希望探討在球衣上的產品置入廣告之效果。
本研究是以中華職棒統一獅隊的球衣為例子,並從其球衣上挑選出了維力炸醬麵(便利品)及建大輪胎(選購品)兩種產品類別的品牌做為本研究的研究品牌,希望探討球迷對於產品置入這樣的廣告手法的態度會不會對品牌知名度、品牌形象及品牌態度有所影響,並加入球隊認同及產品類別做為干擾變數,探討其在產品置入態度與品牌知名度和品牌形象間是否會造成不同的影響。本研究針對了看過中華職棒28年統一獅隊比賽的球迷共蒐集了402份有效樣本,並且透過SPSS軟體進行了信效度分析、迴歸分析等個變數間的關聯性,確認完關聯性之後利用PROCESS進行了中介效果、干擾效果、調節式中介效果的驗證。
最後,研究結果顯示產品置入態度確實會影響會品牌知名度、品牌形象和品牌態度,而品牌知名度和品牌形象的中介效果也成立,意指球迷看到產品置入的廣告會透過影響對品牌的知名度或形象在更進一步去影響對品牌的態度;至於干擾效果部分,球隊認同在對品牌知名度和品牌形象間皆為不顯著,而便利品相較於選購品更能夠提升品牌形象並且進而提升品牌態度,故根據本研究結果可以建議球團將球衣上的廣告商標設計得漂亮一點以提升球迷對此產品置入的態度,而未來廠商若希望做此類型廣告可以先評估自身產品是否適合投入,若非便利品其實可以透過其他更直接曝光的方式來做為其行銷手法。
Abstract
The Sport Marketing is valued by many companies in recent years. As the only professional sport league, CPBL is a good place to operate the sport marketing for those companies want to expand their markets. However, there were many complaints about the sponsors’ logo which were too ugly and plenty to cause the positive effect of the advertisement. Therefore, I decide to research the effect of the product placement which locates in the uniform.
This research takes the logos on the uniform of Uni-Lions for example and chooses the Wei Lih Men as convenience product and Kenda Tires as shopping product. We want to discuss the influence of product placement attitude toward brand awareness, brand image and brand attitude. In addition, we use brand awareness and brand image as the mediator variables and take team identification and product category as moderator variables. We collected 402 valid samples from those who have watched the Uni-Lions’ games in the 28th year of CPBL. Then, we proceeded the reliability, validity analysis and regression analysis by SPSS. After verified all variables, we confirmed the mediation, moderation and moderating mediation effect by PROCESS.
Finally, the result of research shows that there are significant effects between product placement attitude, brand awareness, brand image and brand attitude. Besides, the mediation effects of brand awareness and brand image are significant as well. However, the team identification and product category have no significant effects on product placement attitude toward brand awareness although the product category will influence the relation between product placement attitude and brand image. The significant moderator shows that the convenience product has stronger effect on product placement attitude toward brand image than shopping product. From the practical aspect, I will advise the companies which produce shopping product not to put advertisement on uniforms and hope the team manager can use another ways to raise the product placement attitude in audiences’ mind.
目次 Table of Contents
論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 產品置入 5
第二節 產品置入態度 8
第三節 品牌知名度 9
第四節 品牌形象 10
第五節 品牌態度 12
第六節 球隊認同 13
第七節 產品類別 14
第三章 研究設計 16
第一節 研究結構 16
第二節 研究模式 17
第三節 研究方式 24
第四章 實證分析 26
第一節 樣本結構敘述與變數基本分析 26
第二節 產品置入態度對品牌知名度、品牌形象之影響分析 34
第三節 品牌知名度、品牌形象對品牌態度之影響分析 36
第四節 產品置入態度對品牌態度之影響分析 38
第五節 球隊認同、產品類別之干擾效果分析 40
第六節 品牌知名度、品牌形象之中介效果分析 48
第七節 產品類別與品牌形象的調節式中介效果分析 51
第八節 實證分析小結 52
第五章 結論與建議 53
第一節 研究結論 53
第二節 研究建議 58
第三節 管理意涵 60
參考文獻 62
附錄1 68
附錄2 74
參考文獻 References
中文部分
王慶堂 、 許舒涵,2007,「2006 年洲際盃棒球錦標賽現場觀眾辨識贊助企業能力之研究」,運動與遊憩研究,2卷1期:116~132。
吳佳芸,2009,球場廣告表現形式和廣告位置之認知效果研究--以中華職棒電視轉播為例,中國文化大學新聞研究所碩士論文。
徐淑如、董和昇、戴基峯、詹永承,2017,「從選擇性注意力觀點探討產品置入型態與遊戲平台之廣告效果」,中山管理評論,25卷2期:489~534。
郭姿吟、戴維佑、邵于玲,2017,「在地人挺在地球隊: 地方認同對地方依附與球隊認同關係之調節效果」,臺灣體育運動管理學報,17卷1期:47~69.
黃彥翔、黃世杰,2014,「置入行銷與運動贊助辨識效益比較之研究」,嘉大體育健康休閒期刊,13卷2期:185~194。
黃識銘,2017,「品牌形象對品牌忠誠的建構:CAC中介路徑擴展模式」,管理學報,34卷1期:1~29。
英文部分
Aaker, D.A. 1996. Measuring brand equity across products and markets. California Management Review, 38(3): 102.
Aaker, D.A. 2009. Managing brand equity. Simon and Schuster.
Ajzen, I. 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2): 179-211.
Andrews, J.C. 1989. The dimensionality of beliefs toward advertising in general. Journal of Advertising, 18(1): 26-35.
Babin, L.A., & Carder, S.T. 1996. Viewers' recognition of brands placed within a film. International Journal of Advertising, 15(2): 140-151.
Baker, H.L., & Crawford, H.A. 1995. Product placement. Unpublished working paper, Department of Marketing. University of Strathclyde.
Balasubramanian, S.K. 1994. Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4):29-46.
Baldauf, A., Cravens, K.S., & Binder, G. 2003. Performance consequences of brand equity management: evidence from organizations in the value chain. Journal of Product & Brand Management, 12(4): 220-236.
Bass, F.M., Bruce, N., Majumdar, S., & Murthi, B.P.S. 2007. Wearout effects of different advertising themes: A dynamic Bayesian model of the advertising-sales relationship. Marketing Science, 26(2): 179-195.
Bauer, H.H., Stokburger-Sauer, N.E., & Exler, S. 2008. Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of Sport Management, 22(2): 205-226.
Bezjian-Avery, A., Calder, B., & Iacobucci, D. 1998. New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 38(4): 23-32.
Biel, A.L. 1992. How brand image drives brand equity. Journal of Advertising Research, 32(6): 6-12.
Bogart, L., & Lehman, C. 1983. The case of the 30-second commercial. Journal of Advertising Research, 23(1): 11-19.
Copeland ,M.T. 1923. Relation of consumers' buying habits to marketing methods. Harvard Business Review, 1(3): 282-289.
d'Astous, A., & Chartier ,F. 2000. A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues & Research in Advertising, 22(2): 31-40.
Dobni, D., & Zinkhan, G.M. 1990. In search of brand image: A foundation analysis.. Advances for Consumer Research, 17: 110–119.
Fishbein, M., & Ajzen, I. 1975. Belief, attitude, intention, and behavior:An introduction to theory and research. Addison-Wesley, Reading, MA.
Fisher, R.J., & Wakefield, K. 1998. Factors leading to group identification: A field study of winners and losers. Psychology & Marketing, 15(1): 23-40.
Funk, D.C., & James, J.D. 2006. Consumer loyalty: The meaning of attachment in the development of sport team allegiance. Journal of Sport Management, 20(2): 189-217.
Gupta, P.B., & Gould, S.J. 1997. Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19(1): 37-50.
Gupta, P.B., Balasubramanian, S.K., & Klassen, M.L. 2000. Viewers' evaluations of product placements in movies: Public policy issues and managerial implications. Journal of Current Issues & Research in Advertising, 22(2): 41-52.
Gupta, PB., & Lord, KR. 1998. Product Placement in Movies:The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues & Research in Advertising, 20(1): 47-59.
Heere, B., Walker, M., Yoshida, M., Ko,Y., Jordan, J.S., & James, J.D. 2011. Brand community development through associated communities: Grounding community measurement within social identity theory. Journal of Marketing Theory and Practice, 19(4): 407–422.
Hutabarat, P., &: Gayatri,G. 2014. The influence of sponsor-event congruence in sponsorship of music festival. The South East Asian Journal of Management, 8(1): 47-64.
Kamins, M.A., & Marks, L.J. 1991. The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands. Journal of the Academy of Marketing Science, 19(3): 177-185.
Karrh, J.A. 1994. Effects of brand placements in motion pictures. American Academy of Advertising: 90-96.
Karrh, J.A. 1998. Brand placement: A review. Journal of Current Issues & Research in Advertising, 20(2): 31-49.
Katz, M., & Heere, B. 2013. Leaders and followers:An exploration of the notion of scale-free networks within a new brand community. Journal of Sport Management, 27(4): 271-287.
Keller, K.L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1): 1-22.
Kim, W.G., & Kim, H.B. 2004. Measuring customer-based restaurant brand equity. Cornell Hotel and Restaurant Administration Quarterly, 45(2): 115-131.
Kwon, H.H., Trail, G., & James, J.D. 2007. The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4): 540-554.
MacInnis, D.J., Rao, A.G., & Weiss, A.M. 2002. Assessing when increased media weight of real-world advertisements helps sales. Journal of Marketing Research, 39(4): 391-407.
MacKenzie, S.B., & Lutz, R.J. 1989. An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2): 48-65.
MacKenzie, S.B., Lutz, R.J., & Belch, G.E. 1986. The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2): 130-143.
Mael, F., & Ashforth, B. E. 1992. Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior, 13(2): 103-123.
Mahony, D.F., Nakazawa, M., Funk, D.C., James, J.D., & Gladden, J.M. 2002. Motivational factors influencing the behaviour of J. League spectators. Sport Management Review, 5(1): 1-24.
Mitchell, A.A., & Olson, J.C. 1981. Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Advertising & Society Review, 18(3): 318-332.
Murphy, P.E., & Enis, B.M. 1986. Classifying products strategically. Journal of Marketing, 50(3): 24-42.
Nebenzahl, I.D., & Secunda, E. 1993. Consumers' attitudes toward product placement in movies. International Journal of Advertising, 12(1): 1-11.
Oxenfeldt, A. R., & Swan, C. J. 1964. Management of the advertising function. Wadsworth Publishing Company.
Park, C.S., & Srinivasan, V. 1994. A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2): 271-288.
Park, C.W., Jaworski, B.J., & Maclnnis, D.J. 1986. Strategic brand concept-image management. Journal of Marketing, 50(4): 135-145.
Pitta, D.A. & Katsanis, L.P. 1995. Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4):51-64.
Rangaswamy, A., Burke, R.R., & Oliva, T.A. 1993. Brand equity and the extendibility of brand names. International Journal of Research in Marketing, 10(1):61-75.
Reed, J.D. 1989, Plugging Away in Hollywood, Time (January 2): 103.
Rossiter, J.R., & Percy, L. 1987. Advertising and promotion management. McGraw-Hill Book Company
Rothenberg, R. 1991. Critics seek FTC action on products as movie stars. New York Times, 140(May 31): D1.
Russell, CA. 1998. Toward a Framework of Product Placement: Theoretical Propositions, Advances in Consumer Research, 25(1): 357-362.
Sapolsky, B.S., & Kinney, L. 1994. You oughta be in pictures: Product placements in the top-grossing films of 1991. In Proceedings of the 1994 American Academy of Advertising Conference (Vol. 89). Athens, GA: American Academy of Advertising..
Smith, D.C., & Park, C.W. 1992. The effects of brand extensions on market share aaaand advertising efficiency. Journal of Marketing Research, 29(3): 296-313.
Steortz, E.M. 1987. The cost efficiency and communication effects associated with brand name exposure within motion pictures. master’s thesis. West Virginia University, Morgantown,WV
Strauss, G., & Reeves, L. D. 1992. A fine line becomes finer: More ads meld with entertainment. USA Today, 6B.
Wann, D. L., & Branscombe, N. R. 1993. Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology. 24(1): 1-17
Wann, D.L., Melnick, M.J., Russell, G.W. & Pease, D.G. 2001. Sport fans: The psychology and social impact of spectators. New York, NY, US: Routledge.
Yoo, B., & Donthu, N. 2001. Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1): 1-14.
Yoo, B., Donthu, N., & Lee, S. 2000. An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2): 195-211.
網站部分
BBS,2017,「[閒聊] 有人覺得球衣上htc很醜嗎? 」,https://www.ptt.cc/bbs/Baseball/M.1488909020.A.F48.html。
中央通訊社,2018,「中華職棒轉播一次搞懂 歷年大事件回顧」,http://www.cna.com.tw/project/cards/20180323-cpbltvlive/index.html。
中時電子報,2014,「節目冠名再放寬 NCC:可置入產品名稱」,http://www.chinatimes.com/realtimenews/20140402004617-260405。
卡好,2018,「中華職棒觀眾人數分析」,http://zxc22.idv.tw/。
動腦,2013,「置入好生意 各地經典有什麼不同」,http://www.brain.com.tw/news/articlecontent?ID=18772。
動腦,2016,「行動裝置成為年輕球迷觀看比賽的新工具」,http://www.brain.com.tw/news/articlecontent?ID=23042。
商業洞察,2015,「《行銷策略VS篇》置入行銷大對決,看《嫁妝》的Sony 對決《紙牌屋》的紀念碑谷,差距有多大?」,http://www.motive.com.tw/?p=8856。
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內校外完全公開 unrestricted
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code