Research On Sport Brand’s Effects On Sponsor Brand Equityand Output In The Situation Of Sport Sponsorship

With the development of the society and the speeding up of globalization, global asset integrates rapidly, resulting in serious product homogeneity, domestic and international market competition brought serious challenges to the survival of enterprises. More and more companies adopt co-branding strategy to improve their brand awareness and brand equity by seeking cooperation, provides advantages to the impregnable position in the marketing competition. With the development of social entertainment, sport sponsorship as an important application field of co-branding has become a global industry, enterprises realize the superiority of sport sponsorship gradually and been in the sport sponsorship.Empirical studies on sport sponsorship are few at home and abroad. Based on the existing reaearch, this paper studies the impact of relationship between consumers and sport brand on the sponsor brand’s brand equity and output, and using the evaluative conditioning to explain this effect as a whole conceptual framework. In this paper, we choose brand attachment to measure the relationship between the customers and the sport brand; brand famility, brand personality, brand association and brand image to measure sponsor brand equity and word of mouth to measure the sponsor brand’s positive brand equity’s output. Based on the theoretical deduction, the conceptual model presented in this paper indicated that, in the field of sport sponsorship, the strong brand attachment between the customer and sport brand(unconditioned stimulus) would increase sponsor brand’s brand equity and output, including brand famility, brand personality, brand association, brand image and word of mouth. Through analizing the survey data and model, the result showed that sport brand’ brand attachment had a positive impact on sponsor brand’ brand equity and output.Finally, according to the results of this study, we put forward the brand strategy to improve the sponsor brand equity, and recommend that sponsor enterprises should choose the appropriate sport brand, sport sponsorship should be established on the experience marketing, and adhere to integrate with oother marketing strategies, at the same time,build a stong brand...