商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2013年
1期
43~51
,共null页
品牌熟悉度 赞助方式 消费者响应
品牌熟悉度 讚助方式 消費者響應
품패숙실도 찬조방식 소비자향응
brand familiarity; sponsorship type; consumer responses
文章通过研究了赞助事件中品牌熟悉度与赞助方式对消费者品牌态度与购买意愿的影响,得出以下结论：首先,与不赞助相比,品牌单独赞助时,消费者对低熟悉度赞助品牌的态度和购买意愿会显著提高,但对高熟悉度赞助品牌的态度和购买意愿则没有显著变化。其次,与单独赞助相比,当两个品牌共同赞助某一事件时,消费者对低熟悉度品牌的态度和购买意愿会显著降低;而对高熟悉度品牌的态度和购买意愿则没有显著影响。最后,文章为企业营销人员制定赞助策略提出一些有益的营销启示。
文章通過研究瞭讚助事件中品牌熟悉度與讚助方式對消費者品牌態度與購買意願的影響,得齣以下結論：首先,與不讚助相比,品牌單獨讚助時,消費者對低熟悉度讚助品牌的態度和購買意願會顯著提高,但對高熟悉度讚助品牌的態度和購買意願則沒有顯著變化。其次,與單獨讚助相比,噹兩箇品牌共同讚助某一事件時,消費者對低熟悉度品牌的態度和購買意願會顯著降低;而對高熟悉度品牌的態度和購買意願則沒有顯著影響。最後,文章為企業營銷人員製定讚助策略提齣一些有益的營銷啟示。
문장통과연구료찬조사건중품패숙실도여찬조방식대소비자품패태도여구매의원적영향,득출이하결론：수선,여불찬조상비,품패단독찬조시,소비자대저숙실도찬조품패적태도화구매의원회현저제고,단대고숙실도찬조품패적태도화구매의원칙몰유현저변화。기차,여단독찬조상비,당량개품패공동찬조모일사건시,소비자대저숙실도품패적태도화구매의원회현저강저;이대고숙실도품패적태도화구매의원칙몰유현저영향。최후,문장위기업영소인원제정찬조책략제출일사유익적영소계시。
This research studies the effects of sponsorship on consumer attitude and purchase intention, and finds some conclusions. Firstly, for low familiarity sponsoring brands, compared with no sponsorship, the influences of sole sponsorship on attitudes and purchase intentions are greater than for high familiarity sponsoring brands. Moreover, for low familiarity sponsoring brands, the impact of sponsorship on attitudes and purchase intentions is diluted in the case of concomitant sponsorships compared to a sole sponsorship. However, for high familiarity brands, there is no significant difference between sole sponsorship and concomitant sponsorship. In the end, the researchers give some marketing implications to the manager when they make sponsorship decisions.
