体育赞助活动中后发赞助企业如何“借势”——赞助跟随影响研究  

How to Borrow "Sponsoring Strength" ——Study on the Impact of Sponsoring Following

作　　者：张永韬[1,2] 王虹 周寿江[4] ZHANG Yongtao;WANG Hong;ZHOU Shoujiang(Department of Economic Management,Chengdu Sport Institute,Chengdu Sichuan 610041;School of Economics and Management,Tsinghua University,Beijing 100084;Commercial College,Chengdu University of Technology,Chengdu Sichuan 610059;Business School,Sichuan University,Chengdu Sichuan 610065)

机构地区：[1]成都体育学院经济管理系,四川成都610041 [2]清华大学经济管理学院,北京100084 [3]成都理工大学商学院,四川成都610059 [4]四川大学商学院,四川成都610065

出　　处：《成都体育学院学报》2019年第6期45-52,共8页Journal of Chengdu Sport University

基　　金：国家自然科学基金青年科学基金项目“触屏购买广告应该如何设计?——来自眼动的研究”(71702119);中国博士后科学基金面上资助项目“企业赞助对体育赛事品牌资产的影响研究”(2019M653489);中国博士后科学基金面上资助项目“品牌中英文名称文字标识的组合效果优化研究”(2018M640027)

摘　　要：赞助跟随是指在竞争对手(被跟随企业)采取赞助行为后,跟随企业采取相对应的赞助行为。在体育赞助营销实践中,赞助跟随行为所带来的赞助效果常常不一。基于此,笔者引入首因效应和近因效应,通过情景实验收集数据,重点研究赞助跟随对跟随品牌评价的影响因素,对非对称品牌关系和不同跟随定位情境下的赞助跟随效果进行分析。研究结果表明:①与竞争品牌赞助低首因效应相比,跟随品牌赞助高首因效应更能提升跟随品牌的品牌评价;②与竞争品牌赞助低近因效应相比,跟随品牌赞助高近因效应更能提升跟随品牌的品牌评价;③竞争品牌赞助首因效应与跟随品牌赞助近因效应影响跟随品牌评价的过程中,非对称品牌关系与跟随定位会起到调节作用。研究表明在体育赞助活动中,针对非对称品牌关系和不同跟随定位情境,跟随企业应该合理借用赞助活动的"势",采取相应的赞助跟随策略以获取最佳的赞助效果。This paper utilizes two experiments to study the influence of sponsorship following on the evaluation of following brands and important influencing factors.The results show that compared with the low primacy effect of competitive brand sponsorship events,the high primacy effect of following brand sponsorship events can enhance the brand evaluation of following brands;Compared with the low recency effect of competitive brand sponsored events,it is higher than following brand sponsorship events.Asymmetric brand relationship and following positioning play regulatory roles in the process of sponsoring following.The research conclusion of this paper enriches the relevant theories of sponsoring effect evaluation from the perspective of sponsorship competition,and provides a theoretical reference for late sponsor companies to obtain better sponsorship effect with less sponsorship investment.

关 键 词：体育赞助营销 赞助跟随 跟随企业 赞助竞争 赞助效果评价 

分 类 号：G80-052[文化科学—运动人体科学]