The Research On Sponsorship Evaluation Based On The Theory Of The Brand Personality Matching

Sponsorship has received increasing attention in recent years in China. The research on sponsorship appears in large numbers especially after Beijing's successful bid for the 2008 Olympic Games. Actually, in the past 30 years, sponsorship has already become an important global industry. It developed faster than ever before in the latest decade.With the rapid growth of sports sponsorship market, the expenditures of sponsorship also rise dramatically. The market becomes more complicated. Therefore marketers and scholars attempt to develop a reliable sports marketing evaluation system to measure the influence of sport sponsorship communication process.As to the evaluation of sponsorship, there are mainly two kinds of research in the field of theoretical study: the corporate-oriented research and the consumer-oriented research. The research from the corporateoriented perspective focuses on explaining the evaluation and choice of sports sponsorship plan. Most of this kind of research is on establishing the expectations of sports sponsorship in brand management. The expectations include the creation of positive attitude, affect and cognition as well as the exaltation of brand image and associations. Corporateoriented research contributes to build a basic framework for the subsequent research. However, it has great limitations in the identification of research boundary and the choice of methods. Consumer oriented research analyzes consumer's cognition and reaction to specific sports sponsorship as a market communication tool. This kind of research attempts to study recognition, cognition and...