Research On The Influence Of Sports Sponsorship On Customer-Based Brand Value Of Chinese Football Association Super League

As Chinese professional football's top events,Chinese Football Association Super League(CSL)received extensive attention.The brand of CSL to establish and improve not only promote the development of Chinese football,it is also part of Chinese sports brand essential.Brand value for the study of events can be more thorough and more comprehensive to explore the factors affecting the development of the event.Brand value for the study of events can be more thorough and more comprehensive to explore the factors affecting the development of events.According to the brand image transfer theory,the image may be affected by events sponsor's brand,if the brand sponsorship of the event brand influence is positive,it will greatly support the development of events,the event will help enhance the brand.Fans are the basis of Super League,the sports sponsorship activities,the brand value of corporate sponsorship of the Super League will not affect the brand value of the fans perspective,this is an important issue of concern in this study.This study presents the impact of sponsorship in sports sponsorship brand value of the Super League brand value of 17 initial assumptions and established research model.With SPSS24.0 small sample survey data obtained reliability and validity testing,a formal questionnaire and large-scale release.AMOS24.0 employed for the recovery process data,Vafidation analysis,structural equation model using CFA and goodness of fit test,hypothesis testing,regulation of intermediary variables and categorical variables mediating effect inspection and testing of the individual Moderating effect feature tests to explore the relationship between the sponsoring brand value,brand value and Super League fans attitude,then explore the impact of corporate sponsorship for the Super League brand value brand value.Research indicates:Sponsors brand value has a positive effect on the brand image of the Super League,Sponsors brand value has a positive influence on the Super League brand awareness;Fans attitude plays an intermediary role in influencing corporate sponsors brand value of the brand image in the Super League,Sponsors brand value and positive correlation between attitudes fans,Super League fans attitude and brand image is positively correlated;Fans attitude plays an intermediary role in influencing corporate sponsors brand value of brand recognition in the Super League,Super League fans attitude and brand awareness positively correlated;Sponsor category property in sponsoring brand value plays a regulatory role affect the path of the Super League SuperLeague brand image and brand recognition;Education sponsored by the impact of the Super League brand value brand image and brand recognition path in the Super League play a regulatory role;Sponsors professional nature affecting the brand value of the Super League Super League brand image and brand recognition in the path regulatory role;Sex in sponsoring brand value influence the path of the Super League Super League brand image and brand recognition is no regulation;The viewing time,viewing frequency,age,monthly disposable income slightly regulatory role at different stages.Based on these results the following conclusions:1.In sports sponsorship,the sponsor brand value has a direct Super League Super League brand image and brand awareness impact that corporate sponsorship brand value has a positive influence on the Super League brand value,resulting in a reversal of the effects of the relationship.When a sponsor of Super League sponsorship,the hearts of fans will sponsor a series of awareness and perception,perception of the formation of the sponsor brand value,corporate sponsors if you have high brand influence will spread its brand to sponsor the field,so as to enhance the brand value of the event.2.Fans attitude is sponsoring brand value influence the underlying causes of the Super League brand image and brand awareness of Super League.Sponsored Super League brand value and brand value to the fans perspective is based on the attitude of the fans.Fans attitude is sponsoring brand value affect the substance of the reasons Super League Super League brand image and brand awareness.3.Sponsors Category Sponsors in influencing brand value brand image of the Super League,Super League brand recognition plays a regulatory role that sports sponsors and non-sponsors different sports on the Super League influence corporate brand value.Differences in educational attainment will change the sponsor brand value influence the strength and direction of the brand image of the Super League,Super League brand awareness.Determining an individual's level of education the attitude of looking at things,so sponsorship,the sponsor brand value due to individual parties also differ by level of education vary.4.In this study,structural equation model built on validated assumptions brand value can have an impact on the brand image of the Super League,Super League brand awareness corporate sponsors,this study suggests that event organizers in the choice of corporate sponsors,to consider corporate sponsorship of high brand the value of the effective use of corporate sponsorship to enhance the brand value of the event.