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The Research on the Analysis on the Effect and Method of Sports Sponsorship Based on the Consumer Brand Trust

Author: BaoChunCheng
Tutor: WuJiaDuo
School: Shanghai Institute of Physical Education
Course: Humane and Sociological Science of Sports
Keywords: Brand trust Consumer Sports events Sports support effect
CLC: F274;F224
Type: Master's thesis
Year: 2011
Downloads: 196
Quote: 0
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Abstract


Today, more and more enterprises and the companies choose sports sponsorship marketing to promote their products to achieve the greater brand popularity and the market share, improve image, strengthen their own competitiveness and other objective. Sports sponsorship has become an important marketing activities. Traditional sports sponsorship effects are divided into psychological and economic two categories, according to sponsor features, mainly based on psychological, including exposure, arrive, perception, memory and attitude five indicators to measure. This paper introduced the brand trust by psychology theory, through the measurement of the consumer brand trust or product brand trust, so that psychological factors to quantify the intangible and tangible. Sponsored can only get on the sponsorship effect after the end of an idea for the reasonable and effective use of resources and the future of marketing for the company as reference.This study reviewed the various areas on the definition of trust and brand trust structure, reviews the origin of sports sponsorship, development and classification of relevant theory, analyzes the domestic and international sports sponsor Sports Sponsorship assessment and evaluation methods. and found that the field of pure theoretical research more, the maneuverability is strong This study used structural equation modeling, using literature data, questionnaire, statistics and other methods, building brand trust-based sports event sponsorship effective evaluation system.This research supports in 2010 take the Li Nin Company the Chinese badminton public competition as to study the sample to carry on the questionnaire survey, the investigation object is at the Shanghai Pu dong depth of origin sport center on looking competition’s scene audience. The introduction of structural equation model, from the literature search, model building, data collection, model testing, test hypotheses to explain the application of research ideas. Constructed to sponsor consistency, ability to trust the brand, brand trust and brand goodwill trust in the quality of the four latent variables of the structural model, supplemented by each potential variable 4 to 6 observed variables, a total of 19 observed variables in the measurement model. Path analysis of the study was to explore the sports sponsorship three dimensions of brand trust in the degree of influence, to assess the effect of sports sponsorship purposes.

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