体育赞助营销对消费者品牌认知度的影响

发布时间：2018-03-05 02:21

本文选题：匹配程度　切入点：受众认知　出处：《暨南大学》2009年硕士论文　论文类型：学位论文

【摘要】： 2008北京奥运会的成功举办,使得越来越多的企业认识到体育赞助营销是提高品牌认知度的重要工具。品牌认知是品牌资产的重要组成部分。目前,企业对体育赞助营销和品牌认知理论的现实需求也越来越大。然而,国内关于体育赞助营销对品牌认知的影响的实证研究比较缺乏。本文主要是从品牌认知的角度出发,研究体育赞助营销对消费者品牌认知度的影响。首先,本文从体育赞助营销效果评估的角度出发。总结出效果评估的两个维度,体育赞助双方匹配程度、体育赛事的受众认知。其次,从消费者认知角度对品牌认知的概念进行界定。通过对消费者心理认知行为研究,选择品牌回想、品牌识别、品质认知、品牌联想作为品牌认知的四个要素。从而,通过理论分析确定了体育赞助营销对消费者品牌认知的影响模型。接着,本文运用SPSS13.0软件对收集的数据,进行相关及回归分析,得出了体育赞助营销对消费者品牌认知有积极影响的结论。最后,结合本研究相关结论,就当前我国企业如何利用体育赞助营销进行品牌建设提出了意见。
[Abstract]:The successful hosting of the 2008 Beijing Olympic Games has made more and more enterprises realize that sports sponsorship marketing is an important tool to improve brand awareness. Brand awareness is an important part of brand equity. However, the empirical research on the influence of sports sponsorship marketing on brand cognition is lacking. To study the impact of sports sponsorship marketing on consumer brand awareness. First of all, from the point of view of sports sponsorship marketing effect evaluation, this paper summarizes the two dimensions of effect evaluation, the match degree of sports sponsors, the audience cognition of sports events. Secondly, The concept of brand cognition is defined from the perspective of consumer cognition. Through the study of consumer psychological cognitive behavior, brand recall, brand recognition, quality cognition and brand association are the four elements of brand cognition. Through theoretical analysis to determine the impact of sports sponsorship marketing on consumer brand awareness model. Then, this paper uses SPSS13.0 software to collect the data, correlation and regression analysis, Finally, combined with the relevant conclusions of this study, the author puts forward some suggestions on how to make use of sports sponsorship marketing to build brand in our country.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F713.55;F224

【引证文献】