CAJ | 학술논문

以联想公司和安踏公司赞助体育活动为研究样本,利用结构方程模型和层次回归分析等分析方法,就赞助一致性对赞助品牌知晓度的影响进行实证分析。研究结果表明,赞助一致性对消费者态度有显著正向影响;赞助一致性对赞助品牌知晓度没有直接影响;活动影响力对赞助品牌知晓度具有显著的正向影响;消费者对赞助企业的总体态度在赞助一致性影响品牌知晓度的过程中起着中介作用;活动影响力在赞助一致性影响消费者态度与品牌知晓度的过程中不具有显著调节作用。
이련상공사화안답공사찬조체육활동위연구양본,이용결구방정모형화층차회귀분석등분석방법,취찬조일치성대찬조품패지효도적영향진행실증분석。연구결과표명,찬조일치성대소비자태도유현저정향영향;찬조일치성대찬조품패지효도몰유직접영향;활동영향력대찬조품패지효도구유현저적정향영향;소비자대찬조기업적총체태도재찬조일치성영향품패지효도적과정중기착중개작용;활동영향력재찬조일치성영향소비자태도여품패지효도적과정중불구유현저조절작용。
This article takes the sports sponsoring activities of the Lenovo Corporation and Anta Corporation as the research samples,uses the analysis methods of structural function model and hierarchy regression analysis,and finally carries out some empirical study on the sponsorship consistency to the popularity of the sponsored brands.The result shows that the sponsorship consistency has extremely positive influence on the consumer attitudes;sponsorship consistency has no direct influence on the popularity of the sponsored brands;the influence of the activities have notable positive effect on the popularity of the sponsored brands;the general attitudes of the consumers to the sponsoring corporations play as an medium in the process of the influence of the sponsorship consistency to the popularity of the sponsored brands;the activity effect has no extremely regulating action in the process of the influence of the sponsorship consistency on the consumer attitudes and the brand popularity.