Research On The Effect Of The Fit Between CBA And Sponsored Brands On Brand Image

China Basketball Association("CBA"for short)is one of the most influential events in my country’s professional sports leagues.Sponsorship is the main means of market-oriented operation of the event.More and more companies use the sponsorship of the CBA League to improve brand image.This study intends to conduct an empirical study from the perspective of consumers to explore whether the fit between the CBA league and the sponsored brand has an impact on the brand image of the sponsored brand,and what path and effect are used to influence the brand image,so as to realize that it can help CBA The development of the league itself can improve and shape the image of the sponsorship brand.Solve the practical problems encountered by sponsor brands in sponsorship marketing,provide suggestions for sponsored brand marketing plans,and promote the development of more related links in the sports industry.This research mainly uses documentary method,case analysis method,questionnaire survey method,and mathematical statistics method.First of all,a theoretical overview of the sports sponsorship,fit,brand image and other concepts and theoretical models involved.Based on the literature review,referring to the research results of domestic and foreign scholars,constructing the brand image theory model and the CBA and sponsoring brand fit-one brand image model,combing the theoretical research framework and proposing the three types of fit between the three types of fit and each factor of the brand image Research hypothesis.Secondly,based on previous research,refer to the mature measurement scale,determine the initial measurement items according to the actual situation of CBA,and design the initial survey scale questionnaire through the questionnaire questionnaire expert evaluation.The Li-Ning brand is selected as the research object of the CBA sponsorship brand,and the research is carried out with the student group as the main research object.After the preliminary questionnaire survey was completed,the official questionnaires were distributed and the data was collected.The reliability and validity of the collected data were tested and further mathematical statistical analysis was carried out.Through correlation analysis,we explored the influence path and effect of fit degree on various factors of brand image from different dimensions,and conducted hypothesis testing through regression analysis data.The empirical analysis results show that most of the hypotheses of this research can be verified.Finally,the following conclusions are drawn:1.the fit between the CBA and sponsored brands has a positive impact on enhancing the brand image of sponsored brands;2.brand fit has a positive impact on enhancing the brand personality of sponsored brands;3.product fit has a positive impact on enhancing the perceived value of sponsored brands.Organizational image has a positive impact.Product fit has the greatest impact on perceived value,followed by organizational image;4.market fit has a positive impact on enhancing the perceived value,brand personality,and organizational image of sponsored brands,and market fit has a positive impact on organizational image.The impact on brand personality is the largest,the impact on brand personality is the second,and the impact on perceived value is the smallest;5.different fit dimensions have different impacts on the various factors that enhance brand image,and the three fit dimensions can improve the CBA sponsorship brand to a certain extent.Brand image.Based on the above conclusions,this research puts forward the following suggestions to the CBA and sponsoring brands:The CBA should effectively protect the interests of sponsors,and should communicate and coordinate with sponsors in a timely manner when sponsorship differences occur;sponsoring brands should reasonably formulate sponsorship marketing strategies and The goal is to scientifically use the CBA for sports sponsorship;seek the fit between sponsored brands and CBA in different dimensions;sponsored brands should focus on brand image building,and can use different methods and channels to improve brand image to enhance brand equity and expand brand sales.