Sports  Sponsorship  and  Consumer  Purchase  Intention: from  the  Perspective  of  Consumer  Brand  Awareness

3394 Words Jul 11th, 2013 14 Pages
CRAM Exclusive
Essay Sample
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

middle of document…



an unknown brand invited a famous movie star as spokesperson, then the consumer would think that at least the brand have certain strength. Again, consumers can also think that is an excellent brand and excellent product. In addition, the brand's emotional identity requires long-term efforts of corporate and brand. Vogue has been walking in the forefront of fashion for years and be recognized as the vane of fashion, which is the result of years of tireless pursuit of fashion and trend guides. Rome was not built in a day; Vogue 's success is not overnight.

2.2 Brand recognition and brand emotion of action and reaction A brand firstly needs to establish a clear and prominent brand personality so that consumers could remember the brand in the short term. And then through continuous brand contact consumers understand the connotation of the brand, and stimulate brand emotional identification. Emotional identity precisely is a long-term mechanism, which can maintain a good relationship between the brand and consumers. In this process, there is a need to emphasize that continuous brand contact is necessary to encourage consumers to arise emotional identification; this would be mentioned in the following sports sponsorship again. On the other hand, emotional identity of the brand can in turn affect brand awareness. In addition to identity motivations of consumption, consumers also hold characteristic
CRAM Exclusive

Related Documents

  • Consumer Attitudes and Purchase Intentions in Relation to Organic Foods

    • How do demographic characteristics affect consumer attitudes towards organic foods? • How product attributes effect consumer attitudes towards organic foods? • How consumer perceived values influence consumer attitudes towards organic foods? • What is the relationship between consumers’ attitudes towards organic foods and their intentions to purchase? • How can results of the study be applied by managers and marketers? Research Objectives Regarding to the significance

    Words: 4927 - Pages: 20
  • Factors Affecting Consumer Purchase Intention Towards Consumer Durables : a Comperative Study of Lg & Videcon

    also declaring that all the work in this project is done by me and not copied from anywhere. Navdeep MBA – International Business University Business School Panjab University, Chandigarh CERTIFICATE This is to certify that Mr. Navdeep who is the student of University Business School, Panjab University, Chandigarh has completed his project on the topic “FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDS CONSUMER DURABLES (A COMPERATIVE STUDY OF LG & VIDECON)” under my guidance.

    Words: 7851 - Pages: 32
  • The Study of Relational Analysis of Brand Image、Brand Personality、Brand Attitude、Brand Preference and Sports Product Purchase Intention

    that, 一、Brand image, brand personality, brand attitude, brand preference will have high relation between these variables. Especially the brand image and brand personality have high relation, indicating the brand personality will be affected by brand image, and the brand attitude will be effect on brand personality. As for the purchase intention, the brand attitude will have significant effect of it. 二、Using the approach analysis to analysis that whether the brand image, brand personality, brand attitude

    Words: 1376 - Pages: 6
  • Building Brands - of the Consumers, by the Consumers, for the Consumers

    build brands that are of the consumers, by the consumers and for the consumers. Starbucks is perhaps the best example of how to leverage everything that social media has to offer. Their online portal “” proudly announced on June 17, 2011, of launching 150 ideas from a plethora of ideas submitted by its customers. My Starbucks Idea is a simple community where Starbucks customers can submit their own ideas about how Starbucks can improve in all categories ranging from their

    Words: 2215 - Pages: 9
  • Red Bull Versus Coca Cola Sport Sponsorship from a Sponsor’s Perspective

    To respond to this question, this paper analyses the sponsorship strategy of two major sponsors from the beverage industry, Coca Cola and Red Bull. Coca Cola is the best known brand in the world and was one of the first sponsors in sport in the early 20th century. Red Bull is a new company which is highly involved in sport sponsorship. Their approaches however are different. While Coca-Cola is investing huge amounts to sponsors majors events with a global reach, such as the Olympic Games or the FIFA

    Words: 895 - Pages: 4
  • Impact of Brand Identity of Horlicks in Consumers' Purchase Intention

    He has provided regular draft chapters of the dissertation timely and followed given guidance. Sign………………………………………. Date………………………………………. * Student’s Declaration I hereby declare that this is my own work. It has not been submitted previously for any degree or other purpose. No one is concurrently submitting this work for any degree. This work is being submitted in partial fulfilment of the requirements for the degree of BBA. Signed:……………………. Date:……………………….. ACKNOWLEDGEMENTS

    Words: 12924 - Pages: 52
  • Consumer Behavior Purchase Decision Essay

    for our study is Laptop. There are various brands of laptops available in market of different types with close competition so the consumer has vast variety of choice to select the brand which depends on buying behavior. The study also reveals that others factors except price of product also lead to an extensive decision-making process. The internal factors like motivation, perception, learning, attitude and personality play an important role while consumer is searching for the information as well as

    Words: 3511 - Pages: 15
  • Chocolate Package Design Combined with Price Setting: a Consumer Purchase Intention and Overall Impression Investigation

    impression when consumers experience different designed packages with certain prices. Although packaging, as an integral design element, has recently been investigated by Orth and Malkewitz (2008), they comment that there is no good psychological theory when it comes to packaging aesthetics as well as the related prices and further research is necessary. In summary, we propose that the combination of the package and the price will shed light on the consumer purchase intentions and overall impression

    Words: 2560 - Pages: 11
  • Consumer Brand Relationship Essay example

    origin consumer-brand of a country Sweden affects make consumer think about its products. For example whether the reputation of IKEA is consideration positive, which can be seen with Sweden and its furniture production, products characterize “Competence: Reliability”, “Excitement: Comtemporary, up-todate” than others. 2 Literature Review These segments assess the perspective on the area under discussion of brand and in detailed commercial brand, brand personality, brand trust, brand loyalty

    Words: 3625 - Pages: 15
  • The Impact of Tariffs on Overseas Purchase of Chinese Consumers

    overseas purchase of Chinese consumers to some extent. The conclusion will be drawn in the final part. The impact of tariffs on the price of luxury products The most important reason for overseas purchase is that the prices of luxury products overseas are lower than those in Mainland China. According to a survey of 1400 Chinese luxury consumers, conducted by Bain & Company, 70% of the Chinese consumers mentioned price when they were asked the question 'why do you purchase from HK/Macau/Taiwan

    Words: 2116 - Pages: 9