Research On The Influence Of Brand Equity And Audience Participation In Touring Events On Sponsors’ Purchase Intention

After the State Council issued a number of opinions on accelerating the development of sports industry and promoting sports consumption,as well as a series of measures such as delegating administration and serving,sports events in China have developed rapidly.In the process of the continuous development of the event,sports sponsorship has become one of the marketing methods highly respected by enterprises,and has surpassed other forms of marketing.The rapid development of sports industry and the number of events is rising,more and more enterprises engaged in sports sponsorship of the boom,through sports sponsorship can provide opportunities for marketers,let them to contact new audience,increase brand awareness,enhance the audience’s sense of identity and loyalty,so as to improve enterprise brand image,finally realizes the enterprise benefit,and in the process of the game brand plays an extremely important role.Previous researches by scholars on brand equity of events mainly focus on the brand equity of event sponsors and explore the consumption behavior of enterprises and consumers through different dimensions of brand equity.Few researches focus on the impact of brand equity of events on event sponsors from the perspective of events.Therefore,this paper will explore the mechanism among the brand equity,audience participation and audience’s purchase intention to sponsor products from the perspective of reverse transfer.By referring to relevant literature,this paper draws on the relevant research results of brand equity theory,sport brand equity theory,sports sponsorship theory,consumer behavior theory,etc.The brand equity of tournaments was selected as independent variable,perceived fit as moderating variable,audience participation as mediating variable,and audience’s purchase intention to sponsor products as dependent variable.On the basis of the hypothesis,the relationship model of brand equity,perceived fit,audience participation and purchase intention of tournaments was constructed.In Shanghai tennis masters the scene crowd as investigation object,through the questionnaire survey in the form of masters of a live audience to carry on the investigation,a total of 463 questionnaires,recycling effective questionnaire 414,through SPSS20.0 will survey results using descriptive,correlation and regression test method of mathematical statistics to research hypotheses in turn,will discuss the results of the analysis and draw the conclusion of this study and puts forward related Suggestions.The research results of this paper show that:The relationship mechanism among brand equity,audience participation and purchase intention of touristic events is shown as follows: brand equity of touristic events is the external stimulus variable;perceived fit is the change of audience’s psychological state;audience participation is the change of audience’s psychology to behavior;and purchase intention is the final result item.The specific influence mechanism among variables is reflected in:(1)Two dimensions of brand equity of the event: brand image of the event,Brand cognition has a positive and significant effect on audience participation.(2)The brand image and brand perception of the event have a positive and significant influence on the audience’s willingness to buy the sponsor products;(3)The audience participation has a positive and significant effect on the purchase intention of sponsor products,and it plays a mediating role in this pathway relationship;(4)Perceived fit has a moderating effect on the relationship between brand equity and audience participation;(5)The relationship between brand equity and purchase intention is a moderated mediation model.The brand equity of the event affects the purchase intention of the audience through the partial moderating effect of audience participation,and in this path,the audience’s perceived fit degree of the event and the sponsor has a moderating effect and a partial mediating effect.According to the relevant research results obtained in this paper,the following suggestions are put forward:First,strengthen the construction of brand equity and enhance the core competitiveness of the event;Second,pay attention to the psychological needs of the audience to achieve emotional transfer;Third,the diversity of sponsors’ marketing means to enhance audience stickiness;Fourthly,digital interaction provides new thinking for brands when the epidemic becomes normal.