近來，贊助已經成為企業最熱門的行銷工具之一，許多企業紛紛地投入大筆的金錢對一些運動賽事進行贊助，目的就是希望能夠藉由贊助來提升品牌知名度並強化或改變品牌形象。然而，雖然贊助在行銷組合上的地位日趨重要，但以消費者行為觀點出發的相關研究卻不多，因此本研究就在這樣的背景之下，擬以消費者行為觀點出發，探討消費者涉入程度對於企業贊助效果的影響，期能對行銷實務上有所助益。

　　本研究之研究對象為曾經至現場觀賞、收看轉撥或閱讀過超級籃球聯賽及中華職棒的相關資訊的一般社會大眾，並以迴歸分析及LISREL進行資料分析，實證結果顯示，當消費者對於活動事件的涉入程度越高時，企業將越容易針對這些消費群藉由贊助來提升本身的品牌知名度與品牌形象；而消費者對於贊助企業產品的涉入程度，則與企業贊助效果成顯著的反向關係，亦即贊助效果在那些對於贊助企業產品屬於低涉入的消費群上有較佳的表現；此外，品牌知名度的提升有助於品牌形象的建立，而品牌知名度、品牌形象與消費者的購買傾向亦有顯著的正向關係。

　　Modern corporate sponsorship has been increasingly popular as a marketing communication vehicle. Many companies invested a lot of money in sports sponsorship in order to increase brand awareness and to establish, strength, or change brand image. Although the corporate sponsorship has become more and more important in Marketing Mix, however, little research investigated how to make sponsorship effective from the perspectives of consumer behavior. Therefore, this study wished to find out the relationship between Consumer Involvement and Sponsorship Effectives from consumers’ perspectives and anticipate that this study can help firms in marketing affairs.

　　The results show that the effects of sponsorship are significantly greater among those most highly involved in an activity and also those lightly involve in sponsor’s product. The firms could effectively raise brand awareness and brand image through sponsorship among this two group；Moreover, the results also indicate that brand awareness has significantly positive effects on brand image, and the raise of brand awareness and brand image could significantly led to higher consumers’ purchase intention.

中文部分：
1、陳順宇，『多變量分析』，華泰書局，民國89年。
2、吳萬益、林清河，『企業研究方法』，華泰書局，民國90年。
3、洪文宏，『消費者態度對企業贊助效益影響之研究—以亞洲盃棒球賽為例』，國立成功大學企業管理學系碩士論文，民國89年。
4、朱珮祈，『從消費者觀點分析企業運動贊助效果』，國立台灣大學國際企業學研究所碩士論文，民國92年。
5、陳建翰，『產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討』，國立東華大學企業管理研究所碩士論文，民國92年。
6、呂學進，『涉入程度、購買動機與品牌權益關係之研究以FCB 模型為產品分類之實證』，私立中原大學企業管理研究所碩士論文，民國90年。

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