隨著周休二日的實施與國民的所得提升，國人也開始漸漸利用週末參加各項運動，因此，企業也漸漸注意到國人會因為參加運動而開始注意到運動賽事的舉辦。此舉讓企業家想藉由主辦或協辦運動賽事，並藉由媒體的不斷報導，增加曝光率，提升品牌形象與品牌權益，進而影響消費者的購買意願。 本研究採用問卷調查方式蒐集資料，到各個現場發放問卷。並以現場的觀眾為抽樣對象。研究結果顯示：(1)企業進行運動贊助對品牌形象影顯著的關係。(2)運動贊助對購買意願有顯著的關係。(3)品牌形象對品牌權益有顯著的關係。(4)品牌權益對購買意願有顯著的關係。(5)運動贊助對品牌權益有顯著關係。(6)價格促銷對購買意願有顯著關係。(7)價格促銷對品牌權益有顯著關係。(8)品牌形象對購買意願有顯著關係。(9)企業進行運動贊助在品牌形象對購買意願的影響中存在著部分中介效果。(10)企業進行運動贊助在品牌形象對品牌權益的影響中存在著部分中介效果。(11)品牌形象對購買意願的影響中，品牌權益存在著部分中介效果。 For implementation of weekend and increasing income, people join sports gradually in the weekend; therefore, business noted that people join sports and know that the sport events are good for business. This would allow entrepreneurs or co-sponsored to support sport events, and the constant media exposure can enhance brand image and the brand equity and to increase products sales. The questionnaire was used to collect data at a stadium. The results showed that (1) business sport sponsorship is positive significant impact on brand image, (2) the sport sponsorship is positive influence on the purchase intention (3) the brand image is positive influence on the brand equity, (4) the brand equity is positive influence on the purchase intention, (5) the sport sponsorship is positive influence on the brand equity, (6) the price promotion is positive influence on the brand equity, (7) the price promotion is positive influence on the purchase intention, (8) the brand image is positive influence on the purchase intention, (9) the mediating effect of sport sponsorship on brand image and purchase intention is supported, (10) the mediating effect of sport sponsorship on brand image and brand equity is supported (11) the mediating effect of brand equity on brand image and purchase intention is supported.
