摘要
展览会赞助作为一个新的营销平台,已经成为赞助营销领域的新增长点,越来越受到企业关注。为了对展览会赞助效果进行有效评估,本文以上海国际酒店用品博览会为例,对展览会中355位专业观众做问卷调查,并采用结构方程模型对展览会赞助匹配与赞助商品牌资产各维度之间的关系进行分析和检验。研究结果表明:展览会赞助匹配度对赞助商品牌资产存在影响;形象匹配对赞助商品牌资产的影响均大于功能匹配;功能匹配对品牌意识影响最大,对品牌联想的影响次之,对品牌忠诚度的影响最小;形象匹配对品牌忠诚度的影响最大,对感知质量的影响次之,对品牌意识的影响最小。
As a new sponsored marketing platform, the exposition has become a new growth point in the field of sponsorship marketing, and has been increasingly concerned by enterprises. Most of purposes of the corporate sponsored expositions are for brand promotion and the value of corporate brand equity, but there is no clear understanding of how to achieve marketing goals and how to evaluate sponsorship effects. In order to effectively evaluate the influence of the exposition sponsorship, this article takes Shanghai International Hotel Supplies Expo (HOTELEX) as an example to conduct a questionnaire survey of 355 professional visitors in the exposition. This paper further explores the impact of sponsorship and image fit and image fit on sponsor brand awareness, brand association, perceived quality and brand loyalty, and explores the basis for different companies to choose different expositions for sponsorship. The structural equation model (SEM) was used to analyze and test the relationship between exposition-sponsor fit and sponsor brand equity. The results of this paper show that the impact of exposition-sponsor fit on sponsor brand equity exists. Image fit has more influence on sponsor brand equity than function fit. Image fit has the greatest impact on brand loyalty, secondly on perceived quality, and minimal impact on brand awareness. Functional fit has the greatest impact on brand awareness, secondly on brand association, and minimal impact on brand loyalty. Finally, the article proposes the following suggestions: sponsors should prefer sponsorships that are similar to their own brand in terms of image, connotation and influence. If the sponsors cannot match the image of the exposition, then they can retreat to the next level and sponsor the exposition by offering products directly.
作者
高凌江
刘倩倩
汤宇军
GAO Lingjiang;LIU Qianqian;TANG Yujun(3.Department of Marketing, University of Science andTechnology Beijing, Beijing 100083, China)
出处
《旅游导刊》
2019年第3期28-44,共17页
Tourism and Hospitality Prospects
基金
北京市社科基金项目“京津冀协同发展中北京会展产业升级的路径选择”(项目编号:15JGB057)资助
关键词
展览会
赞助匹配
品牌资产
expositions
exposition-sponsor fit
brand equity
