赛事赞助对企业品牌形象影响的实证研究

发布时间：2018-03-01 13:06

本文关键词： 赛事赞助竞争赞助行为品牌形象　出处：《辽宁大学》2011年博士论文　论文类型：学位论文

【摘要】：体育赛事赞助由来已久,作为一种营销工具比传统的广告更加有效,不但可以提供广泛的媒体报道,与目标消费者直接接触,更可以借助体育赛事积极向上、勇于进取、朝气蓬勃的正面形象,为企业及其产品的形象增值。在我国,体育赛事赞助正日益兴起,逐渐成为企业争夺的稀缺资源,但在充满竞争环境下企业的赞助效果并不如人所愿。经过对文献大量的检索、整理发现,关于竞争因素的研究明显不足。因此,论文在现有研究的基础上立足分析竞争赞助行为对赛事赞助效果的影响,重点研究对于企业品牌形象的影响。论文采用理论分析与实证分析相结合的原则,通过对理论著作、企业案例等资料进行深入分析,运用逻辑推理、思辨归纳等方法从理论上系统构建赛事赞助及竞争赞助行为对品牌形象影响的模型；结合焦点小组访谈法,论证本文的研究假设和理论模型,并探讨自变量、调节变量的确定以及测试刺激物的选择问题；采用实验法验证所提出的模型与假设,并使用问卷调查法对实验研究刺激物进行筛选、以及用于实验结果统计。所收集的数据运用SPSS.18计算机软件对调查结果进行效度、信度、相关、方差、T检验处理。论文在具体的研究中按如下内容展开：本文共分为六章,下面分别对各章的主要内容作以介绍：第一章为绪论。介绍选题背景,阐述实际经营中企业对于赛事赞助的重视以及理论研究中存在的不足,提出本论文所要研究的问题、确定研究的视角；同时明确本论文的研究内容、研究方法、相关概念、研究框架、以及创新之处。第二章为文献综述。将本文研究所涉及的赞助营销、品牌资产、动态竞争理论的主要文献进行系统梳理。依据论文的研究内容,对相关联的赞助关系、赞助反应原理和赞助效果影响因素三领域的国内外最新文献进行较为详细的阐述；其次,分析品牌资产的构成维度,重点分析品牌形象维度,为本文解决了因变量测量问题。最后,分析动态竞争理论,重点分析多点竞争和竞争互动研究。第三章为研究设计。在这部分中,首先对研究变量进行解构,在对已有经典文献系统梳理的基础上,对赛事赞助、品牌形象进行清晰界定,并且指出竞争赞助行为对于企业赛事赞助的影响作用。进而,以品牌资产的高、低为研究切入点构建模型,提出假设和研究方法,重点探讨两个问题：一是赛事赞助对于企业品牌形象的影响；二是分析不同品牌资产企业的竞争赞助行为的调节作用。第四章为问卷调查及初步统计分析。首先,本章系统地介绍了论文中问卷设计、样本选择和数据收集内容。其次,进行问卷前测,通过对问卷的测量项目进行剔选和改进,在信度和效度上使结果更加稳定、准确。最后,对于模型检验的调查数据进行统计分析。第五章为基于调查数据的假设检验。在回收问卷的基础上,通过对比分析不同实验组之间的数据,了解不同品牌资产企业的竞争赞助行为的调节作用效果,检验第四章提出的各种研究假设。第六章研究结论与启示。探讨本研究发现的有意义的结论,为企业开展赛事赞助活动提出参考建议,指出了论文的研究局限性及未来的研究建议。最后,本研究发现：赛事赞助有助于对企业的品牌形象提升、低品牌资产企业间的竞争赞助行为有助于品牌个性的提升、企业间的竞争赞助行为降低感知价值的认知、低品牌资产企业的赛事赞助对于企业的影响较大。据此为企业开展赛事赞助活动提出参考建议：注重赛事赞助的组合性策略、建立长期的合作关系充分利用赛事赞助资源、赛事选择应注重产品差异化定位、利用赞助杠杆提升消费者对产品质量认知。本文的研究结论无论是对学术界还是对实践界而言,都具有较好的启示作用和探讨价值。
[Abstract]:Sports sponsorship long-standing, as a marketing tool is more effective than traditional advertising, not only can provide a wide range of media, direct contact with the target consumers, can use sports positive enterprising spirit, full of youthful spirit, a positive image for the enterprise and the product image value. In China, sports sponsorship is rising and gradually become the enterprise competition for scarce resources, but the enterprises in the competitive environment of the sponsorship effect is not as desired. After a lot of literature retrieval, discovery, research on competitive factors is obviously insufficient. Therefore, this paper is based on the influence analysis of the competitive sponsorship sponsorship effects of events on the basis of existing research the key, influence on the enterprise brand image.
This paper used a combination of theoretical analysis and empirical analysis principle, based on theoretical work, business case data analysis, logical reasoning, thinking induction method from theory system construction and the competitive sponsorship sponsorship effects on brand image model; combined with the method of focus group interview, research hypothesis and theoretical model to demonstrate the the discussion and argument, determine the variable selection problem and test stimuli; the model and hypothesis verification experiment was proposed, and the experimental study of stimuli were screened using the questionnaire, and the experimental results for the statistics. The data collected by SPSS.18 software on the validity of the survey results, reliability. Correlation, variance, T test.
The thesis is carried out in the following aspects in the specific research.
This article is divided into six chapters. The following are the main contents of each chapter.
The first chapter is the introduction. It introduces the background, elaborated the actual operation of enterprises for insufficient attention and sponsorship in theoretical research, this paper studies the problem, determine the research perspective; the research content, and clear the research methods, related concepts, research framework, and innovation.
The second chapter is literature review. This study involved the sponsorship, brand equity, mainly the literature of dynamic competition theory systematically. On the basis of the research, the related factors influencing the sponsorship, sponsorship reaction principle and sponsorship effects three areas of the new literature were expounded in detail secondly; analysis, dimensions of brand equity, focuses on the analysis of brand image dimensions, this solves the problem of variable measurement. Finally, the analysis of dynamic competition theory, focuses on the analysis of multipoint competition and competitive interaction research.
The third chapter is the research design. In this part, firstly the study variables of deconstruction, based on classical literature system combing, for sponsorship, brand image is clearly defined, and pointed out that the competitive sponsorship effect on enterprise sponsorship. And, with the brand equity of high, low the starting point of model construction, put forward the hypothesis and research methods, focuses on two issues: one is the sponsorship effect on corporate brand image; two is the regulation analysis of the competitive sponsorship of different brands of assets of enterprises.
The fourth chapter is the analysis and preliminary survey. Firstly, this chapter systematically introduces the questionnaire design, sample selection and data collection. Secondly, the questionnaire for pretest, tick and improved by measuring the project of the questionnaire, the reliability and validity of the results is more stable and accurate. Finally, the survey data of the model test was used for statistical analysis.
The fifth chapter is the hypothesis test based on the survey data. Based on the returned questionnaires, through comparing and analyzing the data between different experimental groups, we can understand the moderating effect of the competitive sponsorship behavior of different brand equity enterprises, and test all the research hypotheses put forward in the fourth chapter.
The sixth chapter is the conclusion and Inspiration of this study. We will discuss meaningful findings in this study, and provide references for enterprises to carry out sponsorship activities. We also point out the limitations of the research and future research proposals.
Finally, this study found that: sponsorship helps the enterprise to enhance the brand image, the competitive sponsorship low brand equity between enterprises is helpful to promote the brand personality, the competition between enterprises sponsorship to reduce the perceived value of cognition, low brand equity enterprise sponsorship for larger enterprises. Put forward suggestions for enterprises to carry out sponsorship activities: pay attention to the combination of event sponsorship strategy, establish long-term cooperative relations and make full use of Sports Sponsorship Resources, tournament selection should focus on product differentiation positioning, improve the quality of the product consumers cognitive use of sponsorship leverage. The conclusions of this study both for academic and for practice, have enlightenment good effect and research value.

【学位授予单位】：辽宁大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：F273.2;F224

【引证文献】