品牌熟悉度和赞助方式对消费者响应的影响
发布时间：2018-11-11 15:15
【摘要】：文章通过研究了赞助事件中品牌熟悉度与赞助方式对消费者品牌态度与购买意愿的影响,得出以下结论:首先,与不赞助相比,品牌单独赞助时,消费者对低熟悉度赞助品牌的态度和购买意愿会显著提高,但对高熟悉度赞助品牌的态度和购买意愿则没有显著变化。其次,与单独赞助相比,当两个品牌共同赞助某一事件时,消费者对低熟悉度品牌的态度和购买意愿会显著降低;而对高熟悉度品牌的态度和购买意愿则没有显著影响。最后,文章为企业营销人员制定赞助策略提出一些有益的营销启示。
[Abstract]:By studying the influence of brand familiarity and sponsorship mode on consumer brand attitude and purchase intention in sponsorship events, the paper draws the following conclusions: first, compared with non-sponsorship, brand sponsorship alone, The attitude and purchase intention of consumers towards low familiarity sponsorship brand will be significantly increased, but the attitude and purchase intention of high familiarity sponsorship brand will not change significantly. Secondly, when two brands co-sponsor a certain event, the attitude and purchase willingness of consumers towards the low familiarity brand will be significantly reduced, but the attitude and purchase willingness to the high familiarity brand will not be significantly affected. Finally, the article provides some useful marketing implications for corporate marketers to formulate sponsorship strategies.
【作者单位】： 中山大学管理学院;
【基金】：国家自然科学基金项目(71072173);国家自然科学基金青年项目(71202089) 中央高校基本科研业务费专项基金(1209023)
【分类号】：F273.2;F224
[Abstract]:By studying the influence of brand familiarity and sponsorship mode on consumer brand attitude and purchase intention in sponsorship events, the paper draws the following conclusions: first, compared with non-sponsorship, brand sponsorship alone, The attitude and purchase intention of consumers towards low familiarity sponsorship brand will be significantly increased, but the attitude and purchase intention of high familiarity sponsorship brand will not change significantly. Secondly, when two brands co-sponsor a certain event, the attitude and purchase willingness of consumers towards the low familiarity brand will be significantly reduced, but the attitude and purchase willingness to the high familiarity brand will not be significantly affected. Finally, the article provides some useful marketing implications for corporate marketers to formulate sponsorship strategies.
【作者单位】： 中山大学管理学院;
【基金】：国家自然科学基金项目(71072173);国家自然科学基金青年项目(71202089) 中央高校基本科研业务费专项基金(1209023)
【分类号】：F273.2;F224
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