A Comparative Study Of The Effects Of Cause-related Marketing And Sponsorship Marketing On Brand Loyalty

With the rapid development of the economy,the people's material living standards have rapidly increased,market competition has become more intense,and the brand awareness of companies has become stronger.Enterprises are using various methods to enhance consumers' brand emotions and establish brand loyalty.Strive to develop more new customers while maintaining old customers.s.How to choose marketing communication activities has become a problem that scholars eager to study.In this study,Li Ning and Nongfu Shanquan's cause-related marketing and sponsorship cases are taken as the research object.With cause-related marketing and sponsorship as the entry point,the impact of cause-related marketing and sponsorship on brand loyalty is compared and differences are compared.The true brand emotion and liable brand emotion play an intermediary role.The author reviews the literature on the definition and classification of sponsorship,cause-related marketing,brand emotion and brand loyalty,and then uses cause-related marketing and sponsorship as independent variables,and brand loyalty as a dependent variable,the true brand emotion and liable brand emotion as a mediator to construct a hypothesis model and make assumptions.In this paper,we have done two experiments.The first experiment took Li Ning as the research object,and explored the influence of cause-related marketing and sponsorship on brand loyalty and the comparison of differences,which was the main effect of this article.A total of 150 questionnaires were distributed in this experiment,and 140 valid questionnaires were recovered.The second experiment took Nongfu Spring as the research object,and explored the mediating role of the true brand emotion and liable brand emotion in the process of cause-related marketing and sponsorship.A total of 150 questionnaires were distributed in this experiment,and 143 valid questionnaires were recovered.The software used to process data in both experiments was SPSS22.0.The descriptive statistical analysis,reliability and validity test,one-way analysis of variance,and Bootstrap were used to verify all assumptions in this paper.The research results show that: cause-related marketing and sponsorship can cause brand loyalty,and the effect of cause-related marketing is more significant;cause-related marketing and sponsored can cause the true brand emotion,and the effect of cause-related marketing is more significant;cause-related marketing and sponsored can cause liable brand emotion,and the effect of cause-related marketing is even more significant.the true brand emotion and liable brand emotion are the mediating role of cause-related marketing and sponsorship influencing brand loyalty.