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首页> 外文期刊>Journal of Consumer Marketing >Doing well when doing good: the fit between corporate sponsorship and brand concept
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Doing well when doing good: the fit between corporate sponsorship and brand concept

机译：做好事时做好事：企业赞助与品牌理念之间的契合

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Purpose - Firms are now investing heavily in sponsorship, yet much of this sponsorship fails to deliver the expected positive outcomes to firms. This paper aims to address this problem by taking into consideration the nature of corporate sponsorship and the fit between brand image developed by corporate sponsorship and established brand concept. Design/methodology/approach - Two separate studies were conducted. Study 1 aimed to test the main effect of two types of corporate sponsorship on consumer responses to the brand and the mediating role of brand image perception. Study 2 used a different design to test the moderating effect of brand concept. Data collected from two distinct samples were analyzed using MANCOVA and regression analysis. Findings - The results from two studies indicated that two types of corporate sponsorship commercial and philanthropic influenced consumer response through varied mechanisms. Specifically, commercial sponsorship increased the competence perception of sponsors and thereby enhances purchase intention, while philanthropic sponsorship promoted brand attitude through strengthening the warmth perception of sponsors. Moreover, the fit between established brand concept and brand image perceptions is critical for consumer responses. That is, warmth perception was more congruent with the self-transcendence brand concept, while competence perception fitted better with the self-enhancement brand concept in increasing consumer responses. Originality/value - This paper divides corporate sponsorship into commercial and philanthropic sponsorship and investigates the process of achieving fit when conducting corporate sponsorship. More important, this paper adds to the literature by investigating the interaction between brand image produced by corporate sponsorship and original brand concept, which helps to reveal how fit occurs when conducting sponsorship.
机译：目的-公司现在在赞助方面投入了大量资金，但是这种赞助中有很多都无法为公司带来预期的积极成果。本文旨在通过考虑企业赞助的性质以及企业赞助所建立的品牌形象与既定品牌概念之间的契合度来解决此问题。设计/方法/方法-进行了两项单独的研究。研究1旨在测试两种类型的公司赞助对消费者对品牌的反应以及品牌形象感知的中介作用的主要影响。研究2使用了不同的设计来测试品牌概念的调节作用。使用MANCOVA和回归分析分析了从两个不同的样本中收集的数据。调查结果-两项研究的结果表明，商业赞助和慈善赞助两种类型的公司赞助通过各种机制影响消费者的反应。具体来说，商业赞助增加了赞助者的能力观感，从而增强了购买意向，而慈善赞助通过增强赞助者的热情感来提升品牌态度。此外，既定品牌概念与品牌形象感知之间的契合度对于消费者的反应至关重要。也就是说，热情感知与自我超越品牌概念更为一致，而能力感知与自我提升品牌概念更能契合消费者的反应。原创性/价值-本文将公司赞助分为商业赞助和慈善赞助，并研究了进行公司赞助时达到适合度的过程。更重要的是，本文通过研究企业赞助产生的品牌形象与原始品牌概念之间的相互作用来增加文献资料，这有助于揭示进行赞助时契合度如何发生。

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