赛事赞助沟通对感知匹配的影响

Impact of Sport Sponsorship Communication on Perceived Fit

采用实验法研究赛事赞助沟通内容、沟通来源对感知匹配的影响及自然匹配的调节作用。结果显示:就提升感知匹配而言,有沟通内容好于无沟通内容,赛事沟通好于品牌沟通;自然匹配较高时,形象型沟通好于功能型沟通,而赛事沟通与品牌沟通效果无显著性差异;自然匹配较低时,功能型沟通好于形象型沟通,赛事沟通好于品牌沟通。

The study examines the impact of sponsorship communication content and communication source on perceived fit. Besides, it analyzes the moderating effect of natural fit. The results show that in term of perceived fit promotion, the communication with content is better than that with no content; event communication is better than brand communication. When there is a high natural fit, the image-type communication is better than the function-type communication but there is no significant difference in event communication and brand communication. When there is a low natural fit, the function-type communication is better than the image-type communication; meanwhile event communication is better than brand communication.