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首页> 外文会议>International Conference on Contemporary Education, Social Sciences and Ecological Studies >The Influence of Perceptual Matching of Brand Public Welfare Sponsorship and Perception Reputation of Nonprofit Organizations on Consumer Brand Identity
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The Influence of Perceptual Matching of Brand Public Welfare Sponsorship and Perception Reputation of Nonprofit Organizations on Consumer Brand Identity

机译：非营利组织对非营利组织对消费品牌认同的感知匹配的影响

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摘要

Based on the theory of social identity and self-consistency, this study studies the influence of public service sponsorship perception matching and public welfare organization perception reputation on consumer brand identity through brand symbolic image, and verifies the mediating effect of the brand's symbolic image in this role, and the regulating effect of consumer altruism tendency. The results show that consumers' perception of public service sponsorship and the perception of public welfare organizations have a positive impact on the symbolic image of the brand after public welfare sponsorship. The symbolic image of the brand after public welfare sponsorship will positively influence consumer brand identity. Finally, through the structural equation model, it is proved that the tendency of consumer altruism will positively enhance the influence of brand symbolic image on consumer brand identity after public welfare sponsorship.
机译：基于社会认同和自我一致性的理论，研究通过品牌象征图像对消费者品牌标识的公共服务赞助感知匹配和公共福利组织感知声誉的影响，并验证了品牌象征图像的调解效果消费利他主义趋势的作用和调节效应。结果表明，消费者对公共服务赞助和公益组织的看法对公共福利赞助后品牌象征形象的积极影响。公共福利赞助后品牌的象征形象将积极影响消费品牌标识。最后，通过结构方程模型，证明了消费者利他主义的趋势将积极提高象征性象征形象对公共福利赞助后消费品牌标识的影响。

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