基于品牌形象转移理论的老字号赞助营销实证研究

发布时间：2018-01-23 02:20

本文关键词： 赞助营销一致性关联解释品牌形象转移品牌喜爱度　出处：《中山大学》2008年硕士论文　论文类型：学位论文

【摘要】： 强化整合营销传播是激活老字号品牌的重要策略和途径。赞助营销作为最重要的品牌传播工具之一,值得老字号企业在品牌整合传播中借鉴运用。大多数实证研究都表明,品牌与事件的一致性对赞助效果有积极影响。然而,并非所有的老字号品牌与赞助活动之间都存在天然的契合点。已有学者开始从品牌记忆、企业资产的角度对提高赞助一致性进行了探索研究,但并没有涉及品牌形象这一重要因素。本研究创新性地引入了品牌形象转移这一因变量,借鉴成熟的心理学实验法,探讨赞助营销中老字号品牌与事件的一致性以及关联解释对品牌形象转移以及品牌喜爱度的影响,从而为老字号品牌形象的改善提供思路与启示,最后达到激活老字号的目的。研究主要采用理论分析与实证研究相结合的方法,在文献研究和预测试的基础上构造了实验材料赞助营销的新闻稿,并通过网络问卷的形式进行心理实验,测量不同处理的赞助营销中赞助事件与老字号间的品牌形象转移以及消费者对老字号的品牌喜爱度差异。研究结果显示:(1)较于不一致的情况,老字号品牌与事件一致的情况下,事件形象向品牌形象转移程度更高,且有更积极的品牌喜爱度;(2)较于没有关联解释的情况,赞助营销中清晰阐释品牌与事件之间联系的情况下,事件形象向品牌形象转移程度更高,且有更积极的品牌喜爱度;(3)一致性与关联解释之间存在交互效应,在品牌与事件不一致的情况下,关联解释的效果更加显著。
[Abstract]:As one of the most important tools of brand communication, sponsorship marketing is one of the most important tools for brand communication. Most empirical studies have shown that the consistency of brand and event has a positive effect on the sponsorship effect. Not all the old brands and sponsorship activities have a natural point of convergence. Some scholars have begun to explore how to improve the consistency of sponsorship from the perspective of brand memory and corporate assets. But it does not involve the important factor of brand image. This study innovatively introduces the dependent variable of brand image transfer and draws lessons from the mature psychological experimental method. This paper probes into the consistency between the old brand and the event in sponsorship marketing, and the influence of the related explanation on the brand image transfer and brand affection degree, thus providing ideas and enlightenment for the improvement of the brand image of the old brand. Finally, to achieve the purpose of activating the old brand. The research mainly adopts the method of combining theoretical analysis and empirical research, and constructs the press release of experimental material sponsorship marketing on the basis of literature research and pre-test. And through the form of network questionnaire psychological experiments. The difference of brand image transfer between sponsorship events and old brands and the consumers' brand preference for old brands in different processing of sponsorship marketing were measured. The results showed that there was a discrepancy between the different types of sponsorship events and the old brands. Under the condition that the old brand is consistent with the event, the event image has a higher degree of transfer to the brand image, and has a more positive degree of brand love; 2) in the case of clear explanation of the relationship between brand and event in sponsorship marketing, the degree of event image transfer to brand image is higher, and there is more positive brand love degree. 3) there is an interactive effect between consistency and relevance interpretation, and the effect of association interpretation is more significant when the brand and event are not consistent.
【学位授予单位】：中山大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F274

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