Research On The Influence Of Cause-Related Marketing Effect On Brand Attitude Of Sponsored Enterprises

In recent years,with the rapid development of sports events in China,more and more sports activities and events have emerged,and the market of sports events has become hot.In this upsurge,the mode of "sports & public welfare" events has also become more and more,especially in running,unlike other public welfare activities,public welfare events not only allow participants to participate in exercise,but also You can personally experience the sense of participation in contributing to public welfare.Nowadays,the market competition is more and more fierce.Enterprises improve their brand competitiveness through different marketing methods.But,with the development of the society,the position of traditional marketing methods began to weaken.At this time,the way of Cause-Related marketing came into being.Foreign enterprises have conducted many years of research on the implementation of Cause-Related marketing.Domestic research on Cause-Related marketing started late,and empirical research is also comparative Less.This paper will start with the marketing methods of enterprises sponsoring public welfare events,take the theory of Cause-Related marketing as the theoretical basis,and take the participants of public welfare events as the survey object,and carry out empirical research on the implementation of Cause-Related marketing in enterprises.On the basis of reading,combing and analyzing a large number of documents,this paper puts forward a research model of the influence of corporate sponsorship on the brand attitude of the participants,designs a questionnaire on the research of the brand attitude of Shanghai International Marathon charity runners towards the sponsor Nike,and carries out a questionnaire survey on the participants of the public spirited race,and uses empirical research data to study the public spirited race The relationship between marketing and brand attitude is analyzed in a series of induction,which clearly explains the influence mechanism of Cause-Related marketing on brand attitude.The research results are as follows:1.Among the three factors that have a positive correlation with the cognitive attitude of participants,through the standardized coefficient,we can see that the credibility of the company and the publicity of the enterprise to the Cause-Related marketing are more important,and the enterprise can mainly carry out actions from these two aspects.2.Among the four factors that have a positive correlation with the emotional attitude of the participants,the standardization coefficient shows that the credibility of the company and the perception of the enterprise's Cause-Related marketing motivation are more important,and the enterprise can pay more attention to these two aspects.3.Among the four factors that have a positive correlation with the purchase intention of participants,the standardization coefficient shows that the credibility of the company and the publicity of the enterprise to the Cause-Related marketing are more important,followed by the attitude of the participants to the public welfare and the matching degree between the enterprise and the public welfare.4.For different brand attitudes,the significant influencing factors are different.Enterprises can choose the direction they attach importance to to develop strategies.On this basis,some management suggestions are put forward for reference and further study.1.Pay attention to the enterprise's own reputation and enhance the enterprise's trust.2.Enterprises should enhance the publicity and communication of Cause-Related marketing and attach importance to the planning of Cause-Related marketing.3.Improve the image of enterprises in the public and improve the evaluation of Cause-Related marketing motivation.4.Select appropriate and consumer friendly public welfare projects to improve the evaluation of public welfare activities.