“排”不掉的“他”:企业赞助溢出效应研究

Ineffective Exclusivity: Research on Spillover Effects of Corporate Sponsorship

通过排他条款保护赞助权益是赞助商最为关注的问题,但是排他条款难以实现赞助商独占赞助权益却是无法回避的现实问题。文章在赞助研究领域引入溢出效应理论,研究企业赞助对竞争品牌溢出效应的形成机制。结果表明,品牌进行赞助时,可能产生溢出效应,改变消费者对竞争品牌的评价;同时,与事件质量较低时相比,事件质量较高时,赞助事件质量对竞争品牌的溢出效应更大;另外,与赞助企业代表性较高时相比,赞助企业代表性较低时,赞助事件质量对竞争品牌产生的溢出效应影响更大。文章从溢出效应的角度拓展了企业赞助理论,回答了排他条款难以"排他"的理论机理,对企业开展赞助营销实践具有理论借鉴。

Protecting sponsorship rights through exclusive terms is a major concern for sponsors, but it is difficult to stop other corporates from taking profit of this sponsorship. This study introduces the theory of spillover effects into the field of sponsorship research, and studies the mechanism of corporate sponsorship on the spillover effects of competitive brands. The results of the study show that when the brand offers sponsorship, it may have spillover effects and change the consumer s evaluation of the competitive brand. At the same time, when the quality of the event is higher instead of being low, the quality of the sponsorship event has a greater spillover effect on the competitive brand. In addition, when the representativeness of the sponsoring company is lower, the quality of the sponsoring event has a greater impact on the spillover effect of the competitive brand. This study expands the theory of corporate sponsorship from the perspective of spillover effects, and presents the theoretical mechanism that exclusive clauses are difficult to be “exclusive”. It has theoretical reference for enterprises in their sponsoring events.