赛事赞助契合、产品体验对冬奥品牌资产的影响——基于行为学实验  

Impact of Competition Sponsorship Fitting and Product Experience on Brand Equity of the Winter Olympics——Based on Behavioral Experiment

作　　者：安宁 张勇 王俊 AN Ning;ZHANG Yong;WANG Jun(Graduate Dept.,Jilin Institute of Sports,Changchun 130022,China)

机构地区：[1]吉林体育学院研究生处,吉林长春130022

出　　处：《体育教育学刊》2023年第1期28-36,共9页Journal of Physical Education

基　　金：四川省高校人文科学重点研究基地-云端竞赛系统研发(YJY2019013);吉林体育学院研究生科研创新基金资助项目(YC2021044)。

摘　　要：赛事赞助是企业对品牌进行宣传的有效手段。通过行为学实验,探究赛事赞助契合、赞助产品体验与冬奥品牌资产之间的关系及影响路径。研究发现,冬奥赛事赞助契合、赞助产品体验对冬奥品牌资产存在正向交互作用,且具有显著正向影响;品牌情感在产品体验和赛事赞助对品牌资产关系中均起部分中介作用;体育参与在赛事赞助契合对品牌资产关系中起调节作用,且无论在高低参与的条件下,赞助契合都对品牌资产有显著的正向影响。在此基础上,提出赞助决策中应首要考虑产品与赛事的适配度,确定消费群体等措施,给予赞助企业管理者合理化建议。Event sponsorship is an effective means for companies to promote their brands. Through behavioral experiments, the relationships and influence paths between event sponsorship fitting, sponsorship product experience and Winter Olympics brand equity are explored. It is found that there is a positive interaction between event sponsorship fitting, sponsorship product experience and winter Olympic brand equity, and there is a significant positive effect;brand emotion plays a partly mediating role in the relationship between product experience and event sponsorship on brand equity;sports participation plays a moderating role in the relationship between event sponsorship fitting and brand equity;the positive effect of sponsorship fitting on brand equity is significant regardless of the high and low participation conditions. It is suggested that sponsorship decisions should give priority to product and event fitting, identify consumer groups and other measures, and give sponsorship managers reasonable suggestions.

关 键 词：体育参与 品牌情感 品牌资产 体育消费 

分 类 号：G80-05[文化科学—运动人体科学]