影响被赞助活动和赞助品牌间形象转移的因素——基于蒙牛酸酸乳赞助超级女声的实证研究

企业赞助一项活动的主要目的之一是将活动的某些形象通过赞助这种方式转移到企业或者产品品牌的形象上来,并借此达到塑造品牌形象的目的。本文以蒙牛酸酸乳对具有较大社会影响的超级女声活动的赞助作为研究对象,来分析影响形象转移的因素。结果发现消费者感知的赞助活动的质量以及赞助活动和赞助品牌之间的拟合度是影响形象转移的关键因素。而消费者介入活动的程度和感知的活动曝光度只会影响其对活动本身的评价。本文最后讨论了研究结果的理论意义以及对活动组织者与赞助商的启示。

The Factors Affecting the Brand Image Transfer that is Made by Sponsoring Activities

One of the main objectives of an enterprise's sponsoring an activity is to transfer,by means of sponsorship,some of the image produced by this activity to the image of the brand of the enterprise or product,thereby producing a new image for the brand.In this article,we will,taking the sponsorship for a considerably influential activity for a super lady singer which was conducted by Mengniu Yogurt as the object of our study,analyze the elements impacting on the image transfer.Our findings are that the quality of consumers' perception of the sponsorship activity,and the degree of combination of the sponsorship activity with the brand concerned,are the crucial factors impinging on the image transfer,while the extent of consumers' participation in the activities and the degree of publicity for the activity for awareness can only have an effect on the evaluation of the activity itself.Finally,the paper discusses the theoretic significance of the result of our study and its enlightenment to the activity arrangers and the sponsors.