从态度的构成预测赞助效益的实证分析——以中国体育品牌赞助广州亚运会为例

The Empirical Analysis in Predicting the Effectiveness of Sponsorship from the Composition of Attitude —Taking the Sponsorship to the Asian Games Hosted in Guangzhou from China Sports Brand as an Example

以赞助广州亚运会的中国体育品牌为研究对象,通过测试3种态度(对赛事的态度、对赛事活动的参与、对赛事赞助的信任)预测3种赞助后的效益(对赞助商的印象、口碑以及购买意愿)。回归分析结果显示:对赞助的信任,对该赛事的态度可以较好地预测出购买意愿;对赞助的信任也可预测出对赞助商的口碑以及印象;从而确定对赞助的信任在对赞助结果的预测中取到非常重要的作用。

Taking the China sports brand sponsoring the Guangzhou Asian Games as research object, the aim of measuring the three kinds of attitude from population, such as the attitude to and the participation in the game events and the reliance on the sponsorship to game event, to predict the results of sponsorship which include the impression, the public praise of the spon- sor, and desire to buy the products of them. The results of regression analysis show that we can predict the desire according to the attitude and the reliance, the public praise and impression according to the reliance. It confirms that the reliance on the sponsorship gets an important role in predicting the results of sponsorship.