The Empirical Research Of The Sponsor Influence To Brand Equity

Recently, enterprise's competition promotes along with the Chinese economy's unceasing development. These far-seeing enterprises already started to carry on the brand management, in the process of its own development, more and more enterprises started to pay attention and try hard for the establishment of brand property. Operating as an effective way of exploring a wide range of brand property, the research and academic circles is valued by the Marketing Managers.For the theory of brand equity, a lot of foreign scholars had many discussions, which are divided into two parts, one bases on consumer's brand property research and the other bases on the belongings brand property research. Many scholars carried out the establishment of the dimension of the brand equity, to have a better understanding of how to measure brand equity dimension effectively. But only a few scholars study the brand equity which is impact by marketing strategies and marketing mix. Based on the previous studies, the major influencing factors of the brand equity are studied in this paper.Along with Olympic Games' approaching, and the expansion of the information and society media, the sponsor changes with each day. t More and more enterprises are using sponsorship as a new marketing instrument. Therefore this paper will study how sponsorship affects the brand property and its dimensions, which act as one of the marketing mix.The paper, with an empirical research method, will study the inherent relationship of sponsorship marketing and brand equity from the consumer's point. Brand Equity is a multi-dimensional concept. YOO establish a four-dimension of brand equity research framework, based on the previous studies. This scale can be a very good solution to the four-dimension marketing mix impact on brand equity dimensions of the issues. These dimensions are brand awareness, brand loyalty, perceived quality and brand association. YOO also pointed out the importance of cross-cultural in his research. Thus, the research also provided a certain assets of YOO's scale.This paper studies something about the sponsorship marketing. The paper establishes the measurement dimensions of sponsorship marketing, that is sponsored by the audience that both cognitive and sponsorship of the match, based on the research of Bjêrn and chagnbaoLu's evaluation framework of sponsorship marketing. In the next design of research framework, a table of the relationship of the dimensions of sponsorship marketing and Brand Equity is established, and six major assumption is also established, that is sponsored by the audience that both cognitive and sponsorship of the match; and the relationship of four dimensions of brand property: brand consciousness; the brand are loyal; the sensation quality and the relations of the brand association. Also established the relationship of four-dimension and the overall brand property.Four brands of three consumer goods are selected as the object of the research, and choose three sports events and a television program as the sponsored objects which studies in this paper. The scale used in this paper is combined by the previous'research and the framework of this research. And selected the students of JiLin University as the example, 134 questionnaires were collected. And then statistics with SPSS13.0. Then multivariate regression analysis was used to examine this hypothesis. The results show that a very good reliability and validity in this paper; and the two sponsors of the match, and brand assets, and significant correlation between its various dimensions; But sponsored by the brand association and audience awareness, brand loyalty, perceived quality is not significant; But relationship is significant with the same brand equity. At the same time, the overall brand equity and brand equity between various dimensions significantly.Through analysis and discussion, it is founded that: first of all, YOO brand equity measurement scale is fit for the cross-cultural study, As it is shown in this paper the scale of this study is reasonable and operability. It will provide a good reference to managers for asset management in the futureSecondly, although the same assumptions as this paper before, sponsorship marketing and brand assets are related, but internal vastly different. The relationship between audience's awareness and the dimensions of brand equity shows that, Audience or consumer acts differently with the events and brands, It also shows the consumer will not naturally link event and sponsored by brands together, as also as brand preference. But sponsorship of the match and the two dimensions of a note associated with the events and matching brands can achieve better results fruit, and even more prone to the attention of the brand.The found in this paper shows how to manage the sponsorship for managers in theory. And Remind of managers to pay attention for the sponsorship of the match, and does not want purely to think support can achieves the promoted brand along with the active promotion or the sponsorship marketing.The establishment of brand property is a great help to the enterprise, carries on the brand management can establish consumer's cognition, association, loyalty, which is other marketing methods does not have. However, the establishment of brand equity is not achieved in cultivating, brand awareness, built of brand equity, perceptive of the quality as well as brand associations only taken place in the enterprise through different means of the marketing mix. Enterprises need to choose the marketing mix carefully, and at a appropriate time, under appropriate circumstances. Enterprises are required to establish appropriate strategies and activities of units, matching moderate degree of strategic alliances, and something of long-term marketing investment. Despite there are still some problems in this paper, but on the whole, will be of great theoretical and practical.