体育赞助对赛事品牌资产的影响——基于品牌形象逆转移的视角
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摘要
主要采用调查法,以品牌形象转移理论为基础,从品牌形象逆转移的视角,实证研究了赞助企业品牌资产对体育赛事品牌资产的影响,以及赛事熟悉度与赞助匹配的调节作用。结果显示:首先,赞助企业品牌资产对赛事品牌资产存在显著正向影响,具体而言,赞助企业品牌的感知质量、品牌忠诚度、品牌意识、品牌联想正向影响赛事品牌资产;其次,赛事熟悉度与赞助匹配仅能调节感知质量、品牌忠诚度和品牌联想对赛事品牌资产的影响,不能调节品牌意识对赛事品牌资产的影响;最后,赞助企业品牌资产在影响赛事品牌资产的过程中会受到赛事熟悉度和赞助匹配的双重调节作用。研究结论证实了在体育赛事赞助活动中出现的品牌形象逆转移现象。
Based on theory of brand image transfer, from the perspective of the reverse transfer of brand image, the paper studied the influences of sponsor brand equity on the brand equity of sports-event applying a survey, as well as the moderating effect of sport-event familiarity and sponsorship fit. The results showed that firstly, sponsor brand equity had a significant positive impact on sport-event brand equity. Specifically, sponsor brand loyalty, brand awareness, quality awareness, brand associations positively influenced the sport-event brand equity. Secondly, sport-event familiarity and sponsorship fit played moderating roles. Specifically, the familiarity of sport-event and sponsorship fit had moderating effects on the process of sponsor brand loyalty, quality awareness, brand associations influencing the brand equity of sport-event.However, sport-event familiarity and sponsorship fit did not have moderating effects on the process of brand awareness influencing sport-event brand equity. Finally, sport-event familiarity and sponsorship fit had double moderating effects. The research conclusions confirmed the reverse phenomenon of brand image appearing in the sponsorship activities of sports events,promoted the research of sports sponsorship marketing theory,and provided theoretical references and practical guides for the administrators to identify and select the sponsors of the event.
Based on theory of brand image transfer, from the perspective of the reverse transfer of brand image, the paper studied the influences of sponsor brand equity on the brand equity of sports-event applying a survey, as well as the moderating effect of sport-event familiarity and sponsorship fit. The results showed that firstly, sponsor brand equity had a significant positive impact on sport-event brand equity. Specifically, sponsor brand loyalty, brand awareness, quality awareness, brand associations positively influenced the sport-event brand equity. Secondly, sport-event familiarity and sponsorship fit played moderating roles. Specifically, the familiarity of sport-event and sponsorship fit had moderating effects on the process of sponsor brand loyalty, quality awareness, brand associations influencing the brand equity of sport-event.However, sport-event familiarity and sponsorship fit did not have moderating effects on the process of brand awareness influencing sport-event brand equity. Finally, sport-event familiarity and sponsorship fit had double moderating effects. The research conclusions confirmed the reverse phenomenon of brand image appearing in the sponsorship activities of sports events,promoted the research of sports sponsorship marketing theory,and provided theoretical references and practical guides for the administrators to identify and select the sponsors of the event.
引文
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[3] 徐玖平,朱洪军.赛事赞助对企业品牌资产影响的实证研究[J].体育科学,2008,28(9):45-50.
[4] PARK M,LENNON S J.Brand Name and Promotion in Online Shopping Contexts[J].Journal of Fashion Marketing and Management,2009,13(2):149-160.
[5] ROSS S.A Conceptual Framework for Understanding Spectator-Based Brand Equity[J].Journal of Sport Management,2006,20(1):22-38.
[6] ROSS S,RUSSELL K,BANG H.An Empirical Assessment of Spectator-Based Brand Equity [J].Journal of Sport Management,2008,22(3):322-337.
[7] 段艳玲,刘兵.基于观众视角的体育赛事品牌资产测量研究[J].武汉体育学院学报,2017,51(5):15-20.
[8] 王晨曦.基于认同感的本土体育赛事品牌资产驱动模型研究[J].吉林体育学院学报,2017,33(2):39-44.
[9] 金立印.顾客抱怨倾向的决定因素:模型及基于中国零售业的实证检验[J].南开管理评论,2007,10(1)38-43.