CAJ | 학술논문

以中国企业赞助奥运为研究样本，采用结构方程模型和层次回归分析等研究方法，就消费者感知的企业赞助动机与品牌忠诚的关系进行实证分析。研究结果表明，赞助利他动机对消费者态度具有显著正向影响，对品牌忠诚没有直接的影响作用；赞助利己动机对消费者态度不具有显著的负向影响，对品牌忠诚具有显著的负向影响；消费者对赞助品牌所持有的总体态度越好，对赞助品牌的忠诚度就越高；消费者态度在赞助动机影响赞助品牌忠诚的过程中起着部分中介作用。赞助企业只有深入了解和掌握赞助营销中的这些特征与规律，才能更好地利用赞助营销进行品牌忠诚建设。
이중국기업찬조오운위연구양본，채용결구방정모형화층차회귀분석등연구방법，취소비자감지적기업찬조동궤여품패충성적관계진행실증분석。연구결과표명，찬조이타동궤대소비자태도구유현저정향영향，대품패충성몰유직접적영향작용；찬조이기동궤대소비자태도불구유현저적부향영향，대품패충성구유현저적부향영향；소비자대찬조품패소지유적총체태도월호，대찬조품패적충성도취월고；소비자태도재찬조동궤영향찬조품패충성적과정중기착부분중개작용。찬조기업지유심입료해화장악찬조영소중적저사특정여규률，재능경호지이용찬조영소진행품패충성건설。
Taking the Chinese company＇s sports sponsorship activities as the study samples, this paper conducted an experimental analysis of the impact of sponsorship motivation on brand loyalty of the sponsorship enterprises with the application of structural equation model, correlative analysis and so on. The research findings showed that there existed significant positive correlation between sponsor- ship altruism motivation and consumer attitude, no correlation between sponsorship altruism motiva- tion and brand loyalty. There existed no significant negative correlation between sponsorship egocen- tric motivation and consumer＇s attitude, then there existed significant negative correlation between sponsorship egocentric motivation and brand loyalty. The better that consumer attitude was, the higher consumer＇s brand loyalty was, consumer＇s attitude played the intermediary role in the process that the consumer＇s attitude effect on brand loyalty. Sponsor company might know well and master all the laws of sponsorship in order to construct brand loyalty better.