| Through five researches and eleven experiments,this paper focuses on the location of the sponsorship signature on the sponsorship effect.The paper distinguishes the absolute position and relative position of the sponsorship signature from the sponsorship advertisement,and identifies new variables that affect the effect of sponsorship.The absolute position of the sponsorship signature is the physical location of the sponsorship signature on the advertisement page,which is generally located at the top left,bottom left,top right and bottom right of the sponsorship advertisement;the relative position of the sponsorship signature is the relative position of the sponsored object signature and the sponsored brand signature in the sponsorship signature.The brand signature is generally located on the left,right,above or below the sponsor signature.This paper systematically analyzes the influence of the absolute position and relative position of the sponsorship signature on the visual attention of sponsorship,the recall of sponsored advertisements and the image of sponsored brand,reveals the mechanism of the positional effect of the sponsorship signature,and recognizes the regulating effect of the background color of sponsored advertisements.This paper is summarized from five aspects: research background and problems,research content and purpose,research ideas and methods,research results and conclusions,research significance and innovation as follows:The first is the research background and problems.Sponsorship has become an essential marketing tool.The position of the sponsorship signature may affect the sponsorship effect,but it has not been systematically studied.The effect of sponsorship is more dependent on consumers’ visual attention to the sponsorship signature,but existing research has not systematically analyzed the impact of sponsorship signature location on the sponsorship effect from the perspective of visual marketing.Third,location effect is a universal phenomenon that affects consumer behavior,and existing research has not yet introduced location effect theory into sponsorship research.The location effect phenomenon in sponsorship marketing needs to be discussed in depth.Based on the above theoretical and practical background,this paper proposes five specific research questions,including:First,how does the absolute and relative position of the sponsorship signature affect consumers’ attention to sponsorship? The second is how does the absolute and relative position of the sponsorship signature affect consumer sponsorship memories?The third is how does the absolute and relative position of the sponsorship signature affect consumer brand image? The fourth is what is the mechanism by which the position of the sponsorship signature affects the image of the sponsored brand? Fifth,does the background color adjust the influence of the sponsorship signature position on the sponsored brand image?The second is the research content and purpose.This paper answers the above research questions through five aspects,including Research 1 that explores the impact of sponsorship signature location on consumers’ visual attention,Research 2discusses the impact of sponsorship signature location on consumer sponsorship memories,and Research 3 discusses the impact of sponsorship signature location The influence of sponsorship brand image.Research 4 explored the mechanism of the sponsorship signature position affecting the sponsorship effect.Research 5explored the role of background color of advertisement in the sponsorship position effect.This article achieves the following research objectives by completing the above five studies.First,this article examines the influence of the absolute position and relative position of the sponsorship signature on the visual attention of the sponsorship signature from three aspects: visual search,visual fixation and visual interest.Second,this article focuses on analyzing the influence of the absolute position of the sponsorship signature and the relative position of the sponsorship signature on sponsorship memories.Third,this article focuses on analyzing the influence of the absolute position of the sponsorship signature and the relative position of the sponsorship signature on the image of the sponsored brand.Fourth,based on the location effect theory,reveal the mechanism of location attention and location metaphor in the process of sponsorship signature location influencing the sponsorship effect,and verify the mediating role of visual attention and relationship inference.Fifth,this article focuses on analyzing whether the background color of the sponsorship advertisement adjusts the position of the sponsorship signature and its influence on the image of the sponsored brand.The third is research ideas and methods.This paper carries out research along the process of practical problems,theoretical problems,research problems,research frameworks,empirical research,and research results.From the perspective of the research framework,this article constructs a research framework based on the specific characteristics of the sponsorship signature location and sponsorship marketing effects,inferring the relationship of variables.This article extracts two characteristics from the position of the sponsorship signature,the absolute position and the relative position,and extracts the visual attention effect,the sponsorship recall effect and the brand image effect from the sponsorship effect.From the perspective of empirical research,this article uses experimental methods to verify the research hypothesis and confirm the causal relationship between variables.This article mainly uses two experimental methods.One is the eye movement experiment,which is used to test the influence of the sponsorship signature position on its visual attention effect;the second is the situational experiment,which is used to test the influence of the sponsorship signature position on the sponsorship memory,brand image and its mechanism.The fourth is the research results and conclusions.The main research results of this paper are as follows.The results of Research 1 show that the position of the sponsorship signature will systematically change consumers’ visual attention to the sponsorship signature in the sponsorship advertisement;at the same time,experiments have also found that when the sponsorship brand signature is present in the sponsorship signature,it will reduce consumers’ visual interest in the sponsorship signature;Research hypotheses H1,H1 a,H1b,H1 c,H2,H2 a,H2b,H2 c,H3,H3 a,H3b,H3 c are supported.Research 2 re-examined the influence of the sponsorship signature position on the sponsorship effect from the perspective of memory effect,and reconfirmed that the sponsorship signature position is a variable that affects the sponsorship effect;hypothesis H4,H4 a,and H4 b are supported.Research 3 The position of the sponsorship signature will affect the image of the sponsored brand,but only when there is a sponsored brand signature in the sponsorship signature will there be a significant positive impact,assuming that H5 is partially supported.Research 4 found that the relative position of the sponsorship signature significantly affects the image of the sponsored brand,but the impact of the specific location is different from the research hypothesis.Hypothesis H6 is partially supported;sponsorship recall and sponsorship support have a mediating effect in the process of the relative position of the sponsored signature affecting the sponsored brand image,Which assumes that H7 and H8 are supported.Research 5 found that the background color of sponsorship advertisements not only significantly affects sponsorship matching,but also adjusts the impact of natural matching on perceived matching.It is assumed that H9 and H10 are supported;the background color of sponsorship advertisements plays a moderating role in the process of sponsorship signature position affecting sponsorship brand image.The position of the sponsorship signature with a blue background has a more significant impact on the image of the sponsored brand than a red background,assuming that H11 is supported.Based on the research results,this paper draws the following conclusions.First of all,the sponsorship signature position is a variable that affects the sponsorship effect.Second,the location effect of the sponsorship signature has multiple effects,but these effects are difficult to achieve at the same time.Enterprises need to design the location of the sponsorship signature according to specific sponsorship goals.Third,the location effect of the sponsorship signature affects the image of the sponsored brand through location attention and location metaphor.Fourth,optimizing the location effect of the sponsorship signature can promote the image of sponsors to transfer to the sponsored brand.Fifth,when the background color of the sponsorship advertisement is blue,it is more conducive to exert the position effect of the sponsorship signature.The fifth is research significance and innovation.This article has five aspects of research significance.The first is that this article explores the influence of sponsorship signature location effects and broadens the independent variables of sponsorship research;the second is that this article explores the multiple effects of sponsorship signature location and enriches the dependent variables of location effects;the third is that this article reveals the mechanism of the position effect of the sponsorship signature deepens the theory of corporate sponsorship marketing;the fourth is to prove the influence of physical location’s image transfer and expand the theory of sponsorship image transfer;the fifth and the fourth this article examines the moderating role of the advertising background color and deepens the development of the location effect theory.This article makes the following research innovations.The first is variable innovation.This article introduces the sponsorship signature position variable in the sponsorship research,and confirms that the sponsorship signature position is a variable that affects the effect of sponsorship marketing from the perspective of sponsored advertising visual design,and realizes the innovation of research variables;the second is perspective innovation.Attention,sponsorship memories,and sponsored brand image are three visuals to measure the marketing effect of the sponsorship signature’s location effect,and on the basis of the sponsorship signature’s visual gaze perspective,two visual attention visions of visual search and visual interest are added to realize the perspective innovation of sponsorship effect evaluation.The third one is mechanism innovation.This article introduces the location effect theory into sponsorship marketing research,which not only confirms the visual attention effect,sponsorship recall effect and brand image effect of the sponsorship signature location effect,but also reveals the mechanism of location attention and location metaphors.The mechanism innovation of the location effect of the sponsorship signature;the fourth is path innovation.This paper,by verifying the location effect of the sponsorship signature,identifies another new path that promotes the image transfer of sponsored objects to the sponsored brand,and realizes the path innovation of image transfer;the fifth is scenario innovation,This article examines the role of sponsorship advertisement background color in the process of sponsorship signature location influencing sponsorship brand image,expands the research on sponsorship advertisement,an important display sponsorship relationship,and realizes the situational innovation of location effectiveness of sponsorship signature. |
