Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23101
標題: 職棒球員發生負面事件對不同利害關係人溢出效果之研究
The spill-over effect of professional baseball player's negative publicity on different stakeholders
作者: 曾慶安
Tseng, Ching-An
關鍵字: 負面溢出效果
Min-Hsin Huang
中華職棒
結盟品牌
品牌權益
Su-Fang Lee
Chin-Shien Lin
出版社: 行銷學系所
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摘要: 過去文獻對品牌結盟後各品牌變動的影響一般著重於「正面溢出效果」的探討,然而Johnson (1994) 指出品牌結盟後會有負面訊息傳遞的風險,另外Lei, Dawar and Lemmink (2008) 也指出負面事件會對於其他品牌造成「負面溢出效果」。本研究主要探討:(1) 當職棒球員發生負面事件,對不同結盟品牌(如代言品牌、同隊球員、所屬球隊、球隊母企業)產生的負面溢出效果;(2) 以及分析「發生事件品牌」、「負面事件的類型/嚴重程度」與「不同屬性之消費者」會對於負面溢出效果的影響程度;(3) 探討上述負面溢出效果之具體影響機制。 本研究採立意抽樣方式,並依照研究母體不同,分別以網路問卷方式對網路社群球迷 (Study 1) 與人員訪談方式對比賽現場觀眾 (Study 2) 進行兩獨立之研究。分別回收Study 1網路社群球迷281份問卷與Study 2比賽現場觀眾308份問卷;然後使用SPSS 與AMOS套裝軟體,進行成對樣本T檢定、Cohen’ d值、結構方程式 (SEM)、迴歸分析。 研究結果指出:(1) 當職棒球員發生負面事件,對結盟品牌(如代言品牌、同隊球員、所屬球隊、球隊母企業)都會產生負面溢出效果;其中又以代言品牌與所屬球隊承受的負面溢出效果較嚴重;(2) 職棒球員的品牌權益變動量為負面溢出效果最顯著之正面影響變數; (3) 在負面溢出效果之影響機制中,對於代言品牌與所屬球隊的品牌權益而言,發生事件品牌所造成之負面影響大於其本身於負面事件前之品牌權益所造成的影響;對於同隊球員與球隊母企業而言,則反之。
This research examines the negative spill-over effects caused by allied brand's negative publicity. Focuses on how the negative spill-over effects influence the brand equity of team parent company's brand, endorsed brand, alike team player and respective team. And we also discuss the negative spill-over effects on different kinds of fans/ spectators, performance/ value publicity, non-serious/ serious publicity and high/ low involvement. In this research we use personal interview respondants and internet respondants to collect data. And use the SPSS 17.0 and AMOS 18.0 to analyze pair-t test, Cohen's d, SEM and regression. Results indicate that the brand negative publicity produce negative spill-over effects will influence the brand equity of team parent company's brand, endorse brand, alike team player and respective team. As for the fans in social network, the serious degree of negative publicity will cause the lower brand equity of endorsed brand.
URI: http://hdl.handle.net/11455/23101
其他識別: U0005-2207201114000000
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-2207201114000000
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