品牌熟悉度和赞助方式对消费者响应的影响被引量：25

The Influences of Brand Familiarity and Sponsorship Type on Consumer Responses

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摘要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。 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.

作者朱翊敏周延风

机构地区中山大学管理学院

出处《商业经济与管理》 CSSCI 北大核心 2013年第1期43-51,共9页 Journal of Business Economics

基金国家自然科学基金项目(71072173) 国家自然科学基金青年项目(71202089) 中央高校基本科研业务费专项基金(1209023)

关键词品牌熟悉度赞助方式消费者响应 brand familiarity sponsorship type consumer responses

分类号 F713.50 [经济管理—市场营销]

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