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首页> 外文期刊>Frontiers in Psychology >An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention
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An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention

机译：体育赞助的实证探索：体验营销，赞助满足，品牌股权和购买意向激活

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The purpose of this study is to investigate the relationship between the activation of experiential marketing, satisfaction with sponsored sporting events, brand equity, and subsequent product purchase intentions in a small-scale sponsorship campaign. Survey data were collected from 238 actual runners in the terminal rest area after they had completed a race. Structural equation modeling with the bootstrap method was carried out to examine the proposed hypotheses. Results revealed that in terms of product purchase intention, brand equity was the most influential factor, followed by experiential marketing activation and satisfaction with the sponsorship. Specifically, experiential marketing activation significantly influenced the sports sponsorship and the sponsor's brand equity; however, satisfaction showed an insignificant effect on purchase intention. In addition, the mediation test shows that brand equity is an important mediator of experience marketing and satisfaction to product purchase intention. Findings provide some empirical insights into how small-scale sponsorship can benefit sponsoring companies, including intangible brand assets and tangible product consumption. The results could encourage more companies to organize small-scale sponsorship races and to present brand-related experiences (e.g., experiencing product packaging, on-the-spot experience areas). In this way, opportunities may be provided to attract more runners (or potential consumers) to participate in the event and have a deeper brand experience. This study contributes to a better understanding of the effectiveness of small-scale sponsorship in Asia to increase the generalization of the small sponsorship literature. Small-scale sporting events can bring public attention and economic benefits to the host company, and encourage more people to participate, thereby resulting in long-term social and health benefits in the community.
机译：本研究的目的是调查体验营销的激活，与赞助的体育赛事，品牌股权和随后的产品购买意图的关系之间的关系。在完成比赛之后，从终端休息区的238名实际跑步公司收集了调查数据。执行具有引导方法的结构方程建模，以检查提出的假设。结果表明，就产品购买意愿而言，品牌股权是最具影响力的因素，其次是经验主义营销激活和对赞助的满意度。具体而言，体验营销激活显着影响了体育赞助和赞助商的品牌股权;然而，满意度对购买意图产生了微不足道的影响。此外，调解测试表明，品牌股权是经验营销和对产品购买意图的满意度的重要调解员。调查结果提供了一些实验识的洞察，以大小的赞助如何使赞助公司受益，包括无形品牌资产和有形产品消耗。结果可以鼓励更多公司组织小规模的赞助比赛并呈现与品牌相关的经验（例如，经历产品包装，现场经验区）。通过这种方式，可以提供机会，以吸引更多的跑步者（或潜在的消费者）参与活动并具有更深层次的品牌体验。这项研究有助于更好地了解亚洲小规模赞助的有效性，以增加小型赞助文学的概括。小规模的体育赛事可以为主办公司带来公众的关注和经济效益，并鼓励更多人参与，从而导致社区长期的社会和健康益处。

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