体育运动赛事与赞助品牌的一致性关系研究——以我国体育赛事为例

Research on the Consistent Relationship between Sports Events and the Sponsoring Brands

借助文献资料法、对比分析统计法和模型构建测试法三种研究方法,调查了体育品牌和体育赛事个性的一致性,揭示出体育品牌和体育赛事的最佳组合及消费者对于品牌赞助的反应。通过结构关系的测试,证实不同的体育品牌和体育赛事受到了人们态度的影响,赞助品牌和体育赛事个性与人们对赞助体育赛事的积极态度的关联性,赞助品牌和体育赛事之间的一致性是人们对赞助品牌态度的最重要组成部分。

By means of literature, comparative analysis statistics and model building test, the paper, based on some consumer groups, investigates the personality consistency between sports brands and sports events and reveals the best combination of sports events and sports brands and the consumers＇reaction to the sponsor. The test of structural rela- tionship proves that different sports brands and sports events are influenced by people＇s attitude, and the sponsoring brands and sports events personality are related to people＇s positive attitude to sponsoring sporting events. The uniformity between the sponsoring brands and the sports events is the most important part of people＇s attitude to the sponsoring brands.