An Empirical Study On The Effect Of Sponsorship On Brand Association

The core issues of this study is how sponsorship affect brand association. At present, the related research in domestic of this issue is opposite less, which led to the results of sponsorship theory is lagging behind. Based on the TV sponsorship perspective, through discussed the influence relationship between sponsorship and brand association, try to answer the following questions:what kind of benefits will the high sponsorship fees bring to the enterprise brand? Does the TV sponsorship can make the consumers generate the effectively association of the enterprise or brand? How does sponsorship affect brand association?The research methods of this study are literature review questionnaires, statistical analysis and so on. First of all, this study review the theory of sponsorship, brand association, and other aspects of the relationship between them. On this basis, the study build the model, and start the survey with the example of "OPPO phone sponsored Happy Camp". Through empirical analysis of the data to get which factors of sponsorship affect brand association. Then based on the results, the study gives the suggestions for the enterprise which to carry out sponsorship.Through the literature review, the sponsorship can affect brand association through the sponsored programs knew by the audience, sponsorship congruence, programs influence, program preference degree, advertising spending. According to the survey data, and after factor analysis, correlation analysis, regression analysis, the conclusions are as follows:(1) The sponsored programs knew by the audience, sponsorship congruence, programs influence, program preference degree, advertising spending presented a significant positive correlation with brand association in the level of 0.01.(2) Sponsorship congruence, programs influence, advertising spending presented a significant positive influence relationship with brand association, the regression coefficient is 0.290,0.238.0.116.(3) There is no positive influence relationship between the sponsored programs knew by the audience and brand association, and the same result between the program preference degree and brand association. Through empirical study, scholars believe that program (activity) preference has no influence in brand association in TV sponsorship. However, literature review demonstrates that advertising spending, which has been ignored by scholars, has positive influence in brand association. Therefore, preference degree which has important affection in some sponsored activities is not suitable in TV sponsorship. Nevertheless, affection from advertising spending to brand association is worth adequate attention.For the above conclusions, this study gives the following Suggestions:first. when the enterprise carry out sponsorship, it should have a comprehensive understanding of the sponsorship; Second, the enterprise ought to be rational and scientific to select the corresponding TV sponsorship; Third, the enterprise should pay attention to the integration use of the marketing strategy in sponsorship.