Impact Mechanism Study Between Sport Sponsorship Fit Degree and Brand Trust
In the sport sponsorship environment, the fit degree between sponsor brand and sponsored sport event is a core factor to promote consumer trust. In this thesis, the sport sponsorship consumers are the survey respondents. Based on comprehensive perspective
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Impact Mechanism Study Between Sport Sponsorship Fit Degree and Brand Trust Gaofu Liu and Minghua Jiang
Abstract In the sport sponsorship environment, the fit degree between sponsor brand and sponsored sport event is a core factor to promote consumer trust. In this thesis, the sport sponsorship consumers are the survey respondents. Based on comprehensive perspective, the impact mechanism model between fit degree and brand trust is built to make empirical test. In the study, it is found that the dimensions of fit degree have significant direct positive impact for sponsorship attitude and sponsor brand awareness. Sponsorship attitude has significant direct positive impact for brand competence, brand integrity and brand consistency. Except not having significant direct impact for brand integrity, sponsor brand awareness has significant direct positive impact for brand competence and brand consistency. Brand competence, brand integrity and brand consistency have significant direct positive impact for brand loyalty. Brand consistency plays the largest impact role for brand loyalty. In the above study, it is found that there is important theoretical guiding significance for sponsor to develop and optimize sponsorship marketing strategy. Keywords Fit degree trust · Brand loyalty
· Sponsorship attitude · Sponsor brand awareness · Brand
114.1 Introduction The fit degree between sponsor brand and sponsored sport event is a key factor to impact corporate sponsorship effect. However, it is relatively insufficient for the previous research on this. Firstly, there is the relationship discussion among fit degree, G. Liu (B) · M. Jiang Guanghua School of Management, Peking University, Beijing 100871, People’s Republic of China e-mail: [email protected] G. Liu School of Business, Jiangxi Normal University, Nanchang 330022, People’s Republic of China © Springer Science+Business Media Singapore 2017 J. Xu et al. (eds.), Proceedings of the Tenth International Conference on Management Science and Engineering Management, Advances in Intelligent Systems and Computing 502, DOI 10.1007/978-981-10-1837-4_114
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sponsorship attitude, sincerity perception, image transfer and brand familiarity in the current research [2, 10, 13, 14]. The relationship research between fit degree and consumer brand trust is lacked. Secondly, there is no literature for fit degree, which is divided into three sub-dimensions of function fit, reputation fit and image fit. There is no the relationship discussion between fit degree and brand trust, which is divided into three sub-dimensions of brand competence, brand integrity and brand consistency. Once again, a systematic theoretical framework is lacked to empirically test and explain mechanism and production process for fit degree to impact consumer brand trust. Sponsor is not told how to do a better job for sport sponsorship. To compensate for the lack of these studies, this study adopts a comprehensive perspective to build a research framework among fit degree dimensions, sponsor
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