The research of sport events sponsorship efficiency — A case study of 2008 Final Olympic Qualifying Tournament

摘要

Firms sponsor sport events for several reasons, for example, sponsorship objectives usually includes increasing brand awareness, facilitating positive brand image, and sales. This study used the attendees of the 2008 Baseball Final Olympic Qualifying Tournament as research targets in order to discuss the sponsorship benefits to the sponsors the Final Olympic Qualifying Tournament. The investigative method of survey was used. Data was collected from 590 attendees at Taichung Intercontinental Baseball Stadium and Yunlin DouLiou Baseball Stadium with 91.33% questionnaire valid rate, and data was analyzed with descriptive analysis, item analysis, factor analysis, reliability analysis and stepwise regression analysis. This study find out that consumer's attitude toward the event, consumer's attitude toward sponsor's activities has a positive influence on sponsor awareness and image, and consumer's attitude toward baseball, consumer's attitude toward sponsor's activities has a positive influence on consumer's purchase intentions. This research suggested that sponsor should hold activities around the venues, and draft marketing plan which suitable for various demographic variables in order to get better sponsorship efficiency.