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The Influences of Brand Familiarity and Sponsorship Type on Consumer Responses |
ZHU Yimin,ZHOU Yanfeng |
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Abstract This research studies the effects of sponsorship on consumer attitude and purchase intention, and finds some conclusions. Firstly, for low familiarity sponsoring brands, compared with no sponsorship, the influences of sole sponsorship on attitudes and purchase intentions are greater than for high familiarity sponsoring brands. Moreover, for low familiarity sponsoring brands, the impact of sponsorship on attitudes and purchase intentions is diluted in the case of concomitant sponsorships compared to a sole sponsorship. However, for high familiarity brands, there is no significant difference between sole sponsorship and concomitant sponsorship. In the end, the researchers give some marketing implications to the manager when they make sponsorship decisions.
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Received: 23 August 2012
Published: 15 January 2013
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Fund:National Nature Science Foundation of China:The study of dynamic transformation of knowledge evolution on strategic entrepreneurship |
Corresponding Authors:
ZHU Yimin
E-mail: mnszym@mail.sysu.edu.cn
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