The Influence Of Sport Marketing To Improve Brand Equity

In today’s rapid economic development, building brand equity is not only companies but also the consumer has become concerned topic, consumers pay more and more attention to the brand culture, pay more attention to brand consumption, and the fierce competition in the enterprise brand.Sports marketing has become the 21 st century, one of the most effective marketing is one of the important strategic to the modern enterprise management, the industry has also recognized the role of sports marketing to achieve business objectives. As a unique marketing mode, its purpose is to according to the corresponding to the demands of consumers and the characteristics of the integration of resources, to choose the appropriate way to develop targeted marketing activities. So to have certain continuity and systemic, interactivity and public welfare, etc. Therefore put forward the "sports marketing to improve the effect of brand equity" the subject.The article summarizes the specific dimension of sports marketing, sums up the continuity of sports marketing, communication, fit three dimensions. On the basis of the predecessors’ research on brand equity model, put forward the four dimensions of brand assets to a representative, brand awareness, brand awareness, brand association degree and brand loyalty.Articles for sports marketing’s impact on brand equity has carried on the empirical research, through to the brand equity related literature study,induce and summary, using questionnaire survey method to collect data sports marketing dimensions of brand equity, the factor analysis is adopted to improve the dimension reduction, extracting factors, on the basis of using the correlation analysis of correlation between the dimension of sports marketing and brand equity dimensions are analyzed, and verify the continuity of sports marketing, communications and fit three dimensions and the brand equity of brand awareness, brand awareness, brand association degree, and positive relationship between brand loyalty, proved that the new concept into the continuity of sports marketing model and positive relationship between brand assets, has carried on the beneficial supplement to the existing research.