Research On The Influence Of Sports Event Sponsorship On Audience’s Brand Recognition And Purchase Intention

With the rapid development of sports industry and the strong rise of sports sponsorship,sports brand sponsorship of sports events has become an important way to improve brand awareness and enhance consumers’ purchase intention.CBA as the highest level of basketball professional league,both influence and fans are second to none,Li Ning as the only sports equipment to the CBA sponsors,the sports sponsorship for the audience’s brand awareness and purchase intent is worthy of in-depth study in this paper,the influence of sponsored on the one hand to improve compatibility and accuracy,For the audience to bring better spectator and sponsorship experience.On the other hand,it provides reasonable suggestions for the organizers and sponsors of the event to improve the effect of sponsorship,so as to further improve the benefit of sponsorship and promote the development of China’s sports industry.At the same time,this study also enriches the application of brand cognition theory in sports sponsorship and sports events research.This study using the literature material method,questionnaire survey method,mathematical statistics,semi-structured interviews,logical analysis,the influence of brand awareness and purchase intent to audience as the research object,aims to analyze the relationship between the composition and the overall model of how to impact study,analyzes different crowd was sponsored by experience,brand awareness,brand satisfaction and purchase intention,And explore the relationship between the model.Combined with the analysis of 438 valid questionnaires,the following conclusions are drawn:(1)In this survey,the male audience is more than the female audience,and they are younger and have higher education.Most of the audience like sports and have bought related products of Li Ning brand.Most of the audience like to watch CBA games and play basketball more than once a week.In addition,most of the audience understood the sponsorship logo position of Li Ning brand,among which the players’ sneakers and jerseys were the most well-known.(2)In the dimensions of sponsorship experience,brand perception,brand satisfaction and purchase intention,the scores from the highest to the lowest are in the order of sponsorship experience,brand satisfaction,brand perception and purchase intention.In the specific dimension of brand recognition,the scores from high to low are brand recognition,perceived quality and brand preference.(3)Through the comparative analysis of the differences among participants,there are no significant differences in brand cognition,brand satisfaction and purchase intention in terms of gender,age,monthly income,educational background and watching CBA events.However,there are significant differences in sponsorship experience between gender and age.Sponsorship experience,brand identity,perceived quality,brand loyalty,brand satisfaction,purchase intention and spending amount have significant differences.Sponsorship experience,brand recognition,brand recognition,perceived quality,brand loyalty and brand satisfaction have no significant differences in the number of basketball games,but there are significant differences in the purchase intention in the number of basketball games.Sponsorship experience,brand recognition,brand recognition,perceived quality,brand loyalty,brand satisfaction,purchase intention and the purchase amount of Li Ning related products all present significant differences,and basically all present a positive correlation.The larger the purchase amount of Li Ning related products,the higher the scores of each dimension.(4)Through correlation analysis,sponsorship experience,brand perception and purchase intention are positively correlated in pairwise,all dimensions of brand perception are also significantly positively correlated with purchase intention,and brand perception has the greatest correlation with purchase intention.Among the three dimensions of brand recognition,brand preference has the greatest correlation with purchase intention.Among the three dimensions of brand recognition,the most relevant one is brand preference.In addition,purchase intention is proportional to age,and the older the person is,the stronger the purchase intention will be.(5)Through the structural equation model,the research hypothesis is verified that sponsorship experience has a direct and positive effect on both brand awareness and purchase intention,and brand satisfaction plays a moderating role in brand awareness and purchase intention.According to the conclusion,the following suggestions are put forward: the organizers should strengthen the publicity of the event,improve the popularity of the event,make reasonable planning of the event and sponsorship,and tap the superior resources.The sports sponsor should explore the fusion point of the event and the brand and establish the long-term tonality of the brand.