The Influence Of Sports Sponsorship Marketing On Consumers' Brand Awareness

More and more enterprises have realized Sports sponsorship marketing has became an important tool to increase brand awareness after 2008 Beijing Olympic Games. Band recognition is an important component of the band equity. At the present, enterprises have more and more reality about the theory of sports sponsorship marketing and brand recognition. However, the empirical research about the impact of sports sponsorship marketing to brand recognition is lack in our country. In this paper, mainly from the point of view of brand awareness, research the influence about sports sponsorship marketing on consumer's brand.First of all, this article from the evaluation of sports sponsorship marketing point, summed up two dimensions about the effect of the assessment-the two sides to match the level of sports sponsorship and sports audience awareness. Secondly, delimited the brand awareness from consumer's point. Chosen brand recall, brand recognition, quality awareness, brand association, as the four elements through the study of cognitive behavioral psychology of consumers. Thus, the paper comes to the research model through theoretical analysis. Then, this paper uses correlation and regression analysis methods to analyze collection data with SPSS13.0 software. And, the sports sponsorship marketing to consumers have a positive influence on brand awareness conclusions. Finally, combining this study, the author proposes some suggestion about China's enterprises how to make use of Sports Sponsorship Marketing to build brand.