Sports Sponsorship and Consumer Purchase Intention： from the Perspective of Consumer Brand Awareness
Sports sponsorship and consumer purchase intention： From the perspective of consumer brand awareness 1.0 Introduction Sports sponsorship has long been crucial sources of funds for sports, literature and art as well as the social events. And after 30 year of development, sponsorship marketing has gradually become a global industry. It is widely acknowledged that sports sponsorship enhances the consumer's perception of a brand via big events. However, the study on to what extent the sports sponsorship would influence consumer purchase intention is rare.
This essay is established in the purchase intention of consumers, from which to explore consumer brand awareness, and then analyze the relationship within sports sponsorship and consumer brand awareness and purchase intention. This article will be analyzed from two parts; the author would analyze the consumer's brand attitude in the first part: from the cognition to the emotion, from the action and reaction, aiming at get a better understanding of the relationship between the brand and the consumer. Later in this essay, the author would discuss the influence sports sponsorship marketing might have upon consumption. Brand effect is able to zoom in during the process of sponsorship marketing, however, sports sponsorship motivation has become a key point that consumers value a brand, in the process, the enterprise needs to show the "altruistic" instead of "self-interest" motivation to win consumers’ favor.
2.0 Brand attitude Attitude of consumers is that in a particular situation, consumers learned a tendency for a particular object, this tendency guide consumer behavior (McCort, 1993). More comprehensive view of the attitude is that, attitude contains both cognition and the 1
emotional factors, but also contains lasting behavioral tendencies (Edwards, 1996). This view starts from the formation process of attitudes and clearly
This essay is established in the purchase intention of consumers, from which to explore consumer brand awareness, and then analyze the relationship within sports sponsorship and consumer brand awareness and purchase intention. This article will be analyzed from two parts; the author would analyze the consumer's brand attitude in the first part: from the cognition to the emotion, from the action and reaction, aiming at get a better understanding of the relationship between the brand and the consumer. Later in this essay, the author would discuss the influence sports sponsorship marketing might have upon consumption. Brand effect is able to zoom in during the process of sponsorship marketing, however, sports sponsorship motivation has become a key point that consumers value a brand, in the process, the enterprise needs to show the "altruistic" instead of "self-interest" motivation to win consumers’ favor.
2.0 Brand attitude Attitude of consumers is that in a particular situation, consumers learned a tendency for a particular object, this tendency guide consumer behavior (McCort, 1993). More comprehensive view of the attitude is that, attitude contains both cognition and the 1
emotional factors, but also contains lasting behavioral tendencies (Edwards, 1996). This view starts from the formation process of attitudes and clearly
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