Analysis And Research On The Communication Effect Of Sponsor Brand In 2019 Shanghai Tennis Masters

Sponsoring sports events is an important marketing way for enterprises to carry out brand communication,increase consumers' brand awareness and obtain more consumers' support for the brand.Corporate sponsorship also provides a strong guarantee for the success of the organizers of sports events.Based on the theory of brand communication,this paper takes the sponsor brand of Shanghai Tennis Masters as the research object,uses Delphi method,expert evaluation method and other methods to build the communication effect analysis framework of the sponsor brand of Shanghai Tennis Masters,and compiles the questionnaire of the communication effect analysis of the sponsor brand of Shanghai Tennis Masters,through the adjustment of the audience of Shanghai Tennis Masters Through a systematic analysis of the communication effect of the sponsor brand of Shanghai Tennis Masters,the following conclusions are drawn:1.Cognitive effect: the awareness,recollection and recognition of the sponsor brand are improved in the hearts of the audience after the competition than before.2.Emotional effect: because corporate sponsorship takes brand loyalty as its primary goal,the recognition of corporate sponsorship events by consumers is conducive to the promotion of brand image.3.Behavior effect: the brand change of the sponsor's product is high-end durable type is not obvious,and the brand product belongs to the necessities of life will have obvious change.