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Abstract The twenty-first Century is an era of brand competition which is a war of consumers’ awareness not products. That means if a company wants to win, it must attract and control the customer’s awareness and build the brand in their mind. So this paper will take Evergrande Group (Hengda) for example to analyze the influence of sports sponsorship marketing on college students’ brand awareness.29087
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First, two dimensions of effectiveness evaluation of sports sponsorship and four factors of brand awareness will be chosen from literature which are the audience cognition of sponsored event, the matching degree of two sides and brand recognition, association, reputation and loyalty to establish the model and then analyze the collected data into correlation analysis and regression analysis by SPSS17.0 to get the conclusion that sports sponsorship marketing has positive impact on college students’ brand awareness.
Finally, some marketing recommendation for choosing sports sponsorship will be made based on the conclusion of this paper.
Key Words: Sports sponsorship Audience awareness Brand awareness
摘 要21世纪是品牌竞争的时代，品牌竞争是一场认知之战，而不是产品之战。想要取得这场战争的胜利，必须掌握消费者心智中的认知，即在消费者的心智中建立品牌。因而，本文将以恒大为例研究体育赞助营销对大学生品牌认知的影响。
首先，本文从体育赞助效果评估的角度出发，总结出效果评估的两个文度，体育赛事的受众认知和体育赞助双方的匹配程度。其次，从品牌资产的建立选择品牌认知，品牌联想，品牌美誉和品牌忠诚作为品牌认知的四个要素。从而，通过理论分析确定了体育赞助营销对消费者品牌认知的影响模型。进而根据模型及假设进行量表及问卷的设计，并运用SPSS17.0软件对收集的数据进行相关分析及回归分析，得出体育赞助营销对消费者品牌认知有正面影响的结论。
最后，结合本研究结论，就当前我国企业如何利用体育赞助营销进行品牌建设提出建议。
毕业论文关键词：体育赞助 受众认知 品牌认知
Contents
Abstract i
摘 要 ii
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Significance 2
1.3 Overall Structure of the Paper 3
Chapter Two Literature Review 5
2.1 Relevant Studies on Sports Sponsorship Marketing 5
2.2 Relevant Studies on Brand Awareness 6
2.3 Relevant studies on the effect of sports sponsorship marketing on customer’s brand awareness 7
Chapter Three Methodology 9
3.1 The Theoretical Model and Research Hypothesis 9
3.2 Research Objective and the Design of Scale 10
3.3 The Design and Release of Questionnaire 12
Chapter Four Results and Discussion 14
4.1 The Sample Structure 14
4.2 Descriptive Analysis 17
4.3 Correlation Analysis 18
4.4 Regression Analysis 18
4.4 Test results 23
Chapter Five Conclusion 25
5.1 Research Conclusion 25
5.2 Marketing Implications 25
5.3 Research Deficiency 26
Reference 27
Appendix 28
The Influence of Sports Sponsorship Marketing on College Students’ Brand Awareness
Chapter One Introduction
1.1 Research Background
The twenty-first century is a brand era which means brand is the soul of an enterprise. More and more enterprises realize that strong brand is enterprise’s core competitiveness and the sophisticated weapons in the market competition. So, in recent years, brand has become a hot topic in the field of marketing, communication and psychology research. However, the establishment of brand equity is a scientific system which needs every brand elements to be cooperated closely and perfectly to form brand awareness in consumer’s mind and shape brand image. Besides, brand awareness is the foundation of brand equity, which means we cannot shape a brand without it. The deeper research the more people find that brand awareness plays an important role in the process of shaping a brand.