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论文编号：	2644
作者编号：	043084
上传时间：	2010/6/19 14:00:43
中文题目：	体育赞助营销中赞助商品牌形象转移的研究
英文题目：	Research on Mechanism of Brand Image Transfer of Sponsor in Sports-sponsorship Marketing
指导老师：	白长虹
中文关键字：	体育赞助营销 赛事形象 赛事涉入度 一致性 品牌联想
英文关键字：	Sports-Sponsorship marketing; Event image; Events involvement;
中文摘要：	2008年无疑给中国企业提供了一个机会，继“联想”成为奥运会TOP赞助商以后，一大批中国企业也与国际大型企业一起站在了同一个 “奥运营销”的起跑线上，但与那些国际大企业在体育赞助营销领域里的长袖善舞相比，我们中国企业的表现不尽如人意，显示出国内企业对体育赞助营销的生疏和稚嫩。与其他营销形式相比，体育赞助营销是一块尚待开发、充满生机的专业领域，需要构建新的营销理论框架,同时也将成为整个营销理论发展的新动力和新生长点。国内对体育赞助营销及相关理论研究不多，对企业参与赞助大型运动赛事缺乏系统的指导，为此，本研究旨在回答和解决下列问题： （1） 在体育赞助营销中，顾客会将赛事形象与赞助商品牌形象联系在一起吗？ （2） 从赛事形象到赞助商品牌形象的转移过程中，如果确有形象联想，有相关理论解释来理解这种联系吗？品牌联想是否起到转移的中介作用？其对两者的影响程度如何？ （3）如果在赛事与赞助商品牌之间确有形象联想，什么因素来调节（增强或缩小）这种关联？ 无论对于体育赛事组办方、还是对于参与体育赞助的企业决策者来说，本研究对这些问题的解答都将具有十分重要的意义。 基于对大量相关文献的回顾分析，本研究将结合Kevin P. Gwinner and John Eaton（1999）和Gareth Smiths（2004）的关于品牌形象转移模型研究基础上，通过引入keller(1993)关于品牌联想及其二级维度因素（功能联想、象征联想、态度联想）、Aaker(1995)关于品牌形象（感知质量、品牌个性、组织形象三个维度）因素纳入理论框架，并结合认知心理学和广告学的相关理论如：平衡理论、说服可能模式（ELM）、McCracken广告代言模型、基模理论（schema theory）及过滤模型等，来构建通过品牌联想促使赛事形象向赞助商品牌形象转移的机制模型。 本研究所构建的模型得到了228个有效样本的实证检验，通过运用SPSS和LISREL软件对所收集到的资料进行分析所得出的结果来看，在所有14个假设中，全部假设得到了实证数据检验的支持，因此，本研究得出了以下主要结论： 首先，本研究最大的创新点就是发现并实证了赛事形象是通过品牌联想来影响赞助商品牌形象的完全中介变量。研究模型中的各项假设都成立，表明在体育赞助营销中品牌联想是提升品牌形象的关键因素，其路径是通过对品牌形象的各二级维度因素的影响而成的。 其次，对于赛事形象与各品牌形象变量的影响效应，我们将其分为直接效应、间接效应和总效应。可以看出，赛事形象与组织形象、品牌个性和感知质量等品牌形象各变量的总效应具有统计上的显著性（0.49，7.02；0.45，6.87；0.48，6.82），由此进一步说明，赛事形象与品牌形象是紧密相关的，也就是说赞助商通过赞助赛事，会正向影响消费者对品牌个性、组织形象、品牌质量的感知。 第三，顾客对赛事的涉入度及赞助商品牌与赛事形象的一致性对品牌形象转移发挥着调节效应。也就是说，消费者对赛事的涉入度越高、赞助商品牌与赛事形象的一致性越高，那么消费者对该赛事形象以及由此引发的品牌联想就会有更积极的认知和评价，最终会更有利于将赛事形象及内涵转移到赞助商品牌形象中去。 本研究将为那些准备投身于体育赞助营销实践的企业带来以下重要的启示：首先，企业应先通过建立与体育赛事的关联，在顾客心目中建立起广泛的赞助商品牌的知名度，通过体育赞助营销的整合传播手段来拓展品牌联想。为此，通过产品的显著特征或属性建立功能性联想；通过品牌使用者、使用场合等提升为更为抽象的品牌个性、价值观等，从而建立品牌的象征性联想。在品牌联想基础上，顾客对品牌的态度会发生变化，形成品牌信任或品牌喜爱。其次，通过体育赞助建立品牌有两条路径。其一，通过赛事形象感知，象征联想建立品牌感性如品牌认知、企业形象、组织形象，给顾客带来直接利益，形成品牌一般性资产；其二，通过功能联想、态度联想建立品牌理性如品牌个性、感知质量、品牌忠诚，形成品牌独特性资产，进而激发顾客与品牌之间的关系。上述品牌形成的两条路径，对品牌管理理论和实践具有重要意义，一方面它解释了传统的消费者决策模型和效用理论不能解释的购买行为，另外它有助于企业选择恰当的营销活动。再次，实行体育赞助需要综合考量以下相关因素如：注重企业利益的同时兼顾社会利益、坚持赞助营销的连续性和长期性、坚持与其它营销活动的整合性、赞助活动的特质与赞助商品牌形象相符、体育赞助与政府管理环境相适应。 与以前的研究相比，本研究的理论贡献主要表现为：首先，在目前的体育赞助营销关于品牌形象转移的相关文献中，少数研究提出了由赛事形象转移到赞助商品牌形象的概念框架如Kevin,P. Gwinner and John Eaton（1999）和Gareth Smiths（2004），本研究从消费者视角对赛事形象通过品牌联想的三个维度（功能联想、象征联想和态度联想）对品牌形象维度（感知质量、品牌个性、组织形象）的影响机制做更深入的探讨，同时引入消费者对赛事的涉入度及赛事形象与赞助商品牌一致性作为调节变量考察对赞助商品牌形象的影响效果，通过深入的探讨和分析，构建并实证了体育赞助营销中赞助商品牌形象转移机制影响模型。其次，本研究是国内目前极少以品牌形象转移为研究对象的关于体育赞助营销的学术研究，其成果除了有助于学术界厘清赛事形象、品牌联想、品牌形象的逻辑关系外，同时揭示在体育赞助营销中赛事形象、品牌联想及赞助商品牌形象三者之间的量化影响关系，并考察顾客的赛事涉入度、赞助商品牌与赛事一致性等因素对形象转移的调节程度，为企业提供针对消费者感知的体育赞助营销策略参考，使企业的体育营销效果更直接地体现在促进消费者的品牌形象感知转移上来，达到既快速提升“一般性品牌资产”、又提升“独特性品牌资产”的目的。最后，通过发现品牌形象的转移路径、影响因素和关系，深入认识品牌形象在体育营销中的特征并推进体育赞助营销理论的深入发展。 当然，本研究也存在不足之处，如样本的选取上没有涵盖更多的年龄层、不同的职业、不同的收入群体等显得不够完善和全面；再有，由于体育赞助是一个长期的工作，对体育赞助的研究的另一个好的方法应该是对一项指定的赛事和已有的赞助商进行跟踪调查，来研究在赛事开展的前、中、后三期，针对现场顾客或电视观众对赞助商品牌及赛事项目的认知、喜好及偏爱等指标的变化转移情况，而且相关的研究应该针对同一组调查群体，形成纵向研究，结果的普适性就更强。本研究的局限可以成为未来的研究方向，未来该领域的研究就可以从这些方面进行更加深入的探讨。
英文摘要：	It is no doubt that the year of 2008 had offered a good chance to Chinese enterprises, because a large number of Chinese enterprises appeared on the international stage of the “Olympic marketing” after the “Lenovo” became the TOP sponsor of Olympic. However, different from their achievements in sports sponsorship marketing, Chinese enterprises are not very successful in this field. Compared with other forms of marketing, sports sponsorship is a potential and vibrant market which needs a new framework for marketing theory, and it will become a whole new impetus for the marketing theory. Our lack of research and theory in this field cannot be a systematic guidance to be put into practice. Thus, this research aims to solve the problems as follows: (1）In sports sponsorship marketing, will customer connect sponsor events with brand image? (2) In the transfer of the events image to sponsor brand image, if there is indeed the image of association, are there relevant theories to explain this phenomena? whether it can play an intermediary role? How does it influence on both? (3) If this phenomena indeed exists, what factors can you use to adjust this association? For the organizers of the sports event, the business decision makers, this study will be of great significance to answers these questions. Through the review of the related literature, this research is based on brand image transferring models of Kevin P. Gwinner and John Eaton (1999) , Gareth Smiths (2004), brought with it Keller`s (1993) theory on the brand association and its two-dimension factors, Aaker`s(1995) theory on brand image (three abstract dimensions including perceived brand quality, brand uniqueness, and organizational image ), both the related theories on cognitive psychology and advertisement , such as balance theory, Elaboration Likelihood Model (ELM), McCracken celebrity endorsement model, schema theory and filter models, etc. to transfer the sports image to brand image through brand association. The models built in this research were tested by 228 valid samples. Through the result, which was from the analysis of the information by SPSS and LISREL, all the 14 assumptions are supported in the empirical test. Consequently, we can draw the following major conclusions: Firstly, the greatest innovation of this research is to have discovered and confirmed that the event image is the exclusive mediator that influences the brand image of the sponsors’ through brand association. All the assumptions in this model are valid, from which we can draw the conclusion that the brand association is the key factor to enhance brand image by the way of affecting the two-dimension factors. Secondly, the impacts of the effects between events image and the variable of brand image can be divided into three types: direct effects，indirect effects and gross effects. We sum up the main points of the gross effect of each variable with a statistically significant (0.49,7.02; 0.45,6.87; 0.48,6.82) between the events image and the organization image , brand personality and perceived quality of the brand image, which further shows that events image and brand image are closely related to each other. That is to say event sponsorship, will positively affect consumers’ perception of brand personality, organization image and brand quality. Lastly, the degree of customer involvement in the event and the consistency between events image and brand image regularly affect the brand transfer. In other words, the higher the degree of involvement is, the higher consistency between events image and sponsorship brand image will be, the more positive perception and evaluation about the brand association can be achieved. It will eventually lead to more content of the event to be transferred into the sponsors’ brand image. This research brought the following indications to the corporations which will involve in the sports marketing practice: Firstly, companies should establish a wide range of sponsor brand awareness in the minds of customers by establishing association with sports events and develop brand association through sport sponsored by the integration with the other marketing communication tools. For this purpose, they should establish functional association with the prominently features of the product or property; and establish symbolic association by the users, usage occasion to form more abstract brand personality and values. On the basis of the brand association, customers` attitudes towards brands will be changed, which makes the formation of brand trust or brand favor. Secondly, two ways can be used to build brand through sport sponsorship: The first one is the formation of brand sensibility, which is built up by perceived of event image and symbolic association, such as brand recognition,enterprise image,organization image. The purpose of this formation is to bring direct benefits to customers and form general brand asset; The other one is to build brand rationality through the function, attitude association, such as brand personality, perceived quality,brand loyalty, and then inspire the relationship between customers and the brand and form uniqueness brand asset. The two above ways are important to the brand management theoretically and practically. On one hand，it explains the buying behavior which can not be explained by the traditional consumer decision-making models and utility theory. It also helps enterprises to choose the appropriate marketing activities. In addition, the implementation of sports sponsorship should make an integrated consideration of the following factors: focusing on corporate interests while taking into account the interests of society, insisting on the continuity and long-term sponsorship marketing, and sticking to the integration with other marketing activities, consistence between the characteristics of activities and brand image, adapting sports sponsorship to the governmental management environment. In comparison with previous researches，the theoretical contributions of this research are： Firstly, in the previous literatures, only a few refer to the conceptual framework transferring sports image to sponsor brand image, which was proposed by Kevin, P. Gwinner and John Eaton (1999) and Gareth Smiths (2004). This research explores deeply into the influence of brand image from the perspectives of consumers, using three dimensions of brand association (attribute association, symbolic association and attitudes association) and taking consumer involvement and consistency between event image and brand sponsorship into consideration for analysis and evidence, in order to construct brand image models in sport sponsorship marketing. Secondly, this research is one of the rare literatures which focuses on the brand image transfer on sports sponsorship marketing. Its achievement not only help clarify the logical relations of event image, brand association and brand image, but also imply the proportional restrictions among events image, brand association and sponsors brand image, inspect the customer involvement, consistency of sponsors brand etc. on image transferring adjustment extent. Thus, this research is a reference material to making marketing strategies for sports sponsorship on consumer cognition, upgrading both "general brand assets" and "uniqueness brand assets ". Finally, it helps to further develop the marketing theory of Sports Sponsorship by finding transferring methods, influence factors and relationship of brand image, getting more knowledge about the features of sports marketing influenced by brand image. Of course, there are shortcomings in this research. For example, the sample selection is inadequate and incomprehensive because it cannot cover more age span, different income groups, different occupations etc. As sports sponsorship is a long-time work, it would be better to keep pace with the latest news of a certain sports event and the patron. During the different stages of a sports event, we must make research on a particular group of people classified by opinions on brands and sports programs, preferences and other indicators. More researches can be made in the near future to supplement our theories and dip into this field.
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