Establishing the network of urban public transportation is not only an efficient way to solve the problem of traffic jam, but also to improve the efficiency of transportation between two distination ; The most importantly, it also create many commercial activities along the public transportation network. Kaosiung Rapid Transit System has started to build since 2001, and scheduled to open by the end of 2007. It¡¦s the first urban public transportation system in Kaosiung. The citizens who live in Kaosiung are all have high expectation to it.
However, during 2004 to 2005, there are so many bad news about Kaosiung Rapid Transit Company(KRTC) , including public security accident and frauds, and seriously impact to the image of KRTC.
For efficiently improving corporate image and awareness, upgrading the future intention of Kaosiung citizens to Kaosiung rapid transit system, KRTC cooperate with National Sun Yat San University to organize an educational activity. According to statistic, there are ten universities and over two hundred students involve this program.
The main purpose of this study is to research by sponsoring an educational activities, the change of students¡¦ attitude, image and awareness to sponsor. Researcher combines theories of brand equity and Involvement Theory for research structure. This thesis obtained research datum by questionnaires, and the datum was analyzed with descriptive statistics, reliability analysis, and regression.
The principal findings of this research are as follows: The corporate sponsored educational activities can bring positive effect on brand equity, including raise to brand awareness, establish, strengthen, or change brand and corporate image and to upgrade service intention. For corporate, sponsorship is a new effective promotion tools. However, the corporate sponsorship behavior must to express their sincere, but not on the basis of business benefits.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0725107-115647 |
| Date | 25 July 2007 |
| Creators | Lee, Chieh-hsiou |
| Contributors | Sun,Jhih-shyen, Chang,Yu-shan, Wu, Jih-hwa |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0725107-115647 |
| Rights | campus_withheld, Copyright information available at source archive |
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