匹配与体育赞助事件的选择:基于品牌资产的实证研究

Congruency and Sponsorship Choice of Sport Events——An Empirical Research Based on Brand Equity

在将匹配分为"品牌匹配"、"产品匹配"和"市场匹配"的基础上,借用BAV模型将品牌资产划分为"差异性、相关性、尊重性、认知性"等4个核心维度的框架,利用调查所获得数据,检验了3种匹配对品牌资产具体维度的影响路径。实证研究的结果显示,3种匹配对品牌资产的影响有着明显的差异;品牌匹配能提升尊重性和相关性,产品匹配能提升认知性和尊重性,市场匹配能提升相关性和认知性,但三者对差异性影响都很弱;选择匹配的体育赞助不仅能明显地增强品牌境界,而且,也会较好地提升品牌优势。

On the basis of dividing congruency into brand congruency, product congruency and market congruency, this paper uses the frame of BAV model which separates brand equity into four core dimensions such as difference, relevance, esteem and recognition, in order to use the data from consumer investigation to explore the path bow congruency affects brand equity. The empirical research indicates that there is clear difference among the results on how the three kinds of congruency affect brand equity. Although brand congruency can improve esteem and relevance, as well as product congruency can improve recognition and esteem, market congruency can improve relevance and recognition, those three cannot affect difference strongly. In summary, sport sponsorship with congruency can not only reinforce the present brand stature clearly, but also can improve the potential brand strength.