展览会赞助匹配对赞助商品牌资产的影响研究——以上海国际酒店用品博览会为例

doi:10.12054/lydk.bisu.112

摘要/Abstract

摘要：

展览会赞助作为一个新的营销平台,已经成为赞助营销领域的新增长点,越来越受到企业关注。为了对展览会赞助效果进行有效评估,本文以上海国际酒店用品博览会为例,对展览会中355位专业观众做问卷调查,并采用结构方程模型对展览会赞助匹配与赞助商品牌资产各维度之间的关系进行分析和检验。研究结果表明：展览会赞助匹配度对赞助商品牌资产存在影响;形象匹配对赞助商品牌资产的影响均大于功能匹配;功能匹配对品牌意识影响最大,对品牌联想的影响次之,对品牌忠诚度的影响最小;形象匹配对品牌忠诚度的影响最大,对感知质量的影响次之,对品牌意识的影响最小。

关键词: 展览会; 赞助匹配; 品牌资产

Abstract:

As a new sponsored marketing platform, the exposition has become a new growth point in the field of sponsorship marketing, and has been increasingly concerned by enterprises. Most of purposes of the corporate sponsored expositions are for brand promotion and the value of corporate brand equity, but there is no clear understanding of how to achieve marketing goals and how to evaluate sponsorship effects. In order to effectively evaluate the influence of the exposition sponsorship, this article takes Shanghai International Hotel Supplies Expo (HOTELEX) as an example to conduct a questionnaire survey of 355 professional visitors in the exposition. This paper further explores the impact of sponsorship and image fit and image fit on sponsor brand awareness, brand association, perceived quality and brand loyalty, and explores the basis for different companies to choose different expositions for sponsorship. The structural equation model (SEM) was used to analyze and test the relationship between exposition-sponsor fit and sponsor brand equity. The results of this paper show that the impact of exposition-sponsor fit on sponsor brand equity exists. Image fit has more influence on sponsor brand equity than function fit. Image fit has the greatest impact on brand loyalty, secondly on perceived quality, and minimal impact on brand awareness. Functional fit has the greatest impact on brand awareness, secondly on brand association, and minimal impact on brand loyalty. Finally, the article proposes the following suggestions: sponsors should prefer sponsorships that are similar to their own brand in terms of image, connotation and influence. If the sponsors cannot match the image of the exposition, then they can retreat to the next level and sponsor the exposition by offering products directly.

Keywords: expositions; exposition-sponsor fit; brand equity

中图分类号:

高凌江, 刘倩倩, 汤宇军. 展览会赞助匹配对赞助商品牌资产的影响研究——以上海国际酒店用品博览会为例[J]. 旅游导刊, 2019, 3(3): 28-44.

Lingjia GAO, Qianqian LIU, Yujun TANG. An Empirical Study on the Impact of Exposition-Sponsor Fit on Sponsor Brand Equity : A Case Study of Shanghai HOTELEX[J]. Tourism and Hospitality Prospects, 2019, 3(3): 28-44.

图/表 6

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量表	题目代码	量表题项	来源
功能匹配	FM1	×××企业产品很有可能被使用	Gwinner和Eaton（1999）卢长宝（2009）
	FM2	会看到×××企业产品被使用
	FM3	×××企业可以提供高品质的物料支持
形象匹配	IM1	×××企业形象与活动相似	Gwinner和Eaton（1999）卢长宝（2009）
	IM2	×××企业与活动品质在同一水平上
	IM3	×××企业产品或服务完全可以被使用
品牌意识	BR1	×××品牌很出名	王海忠、于春玲和赵平（2006）
	BR2	×××品牌家喻户晓
	BR3	×××品牌给您印象深刻
品牌联想	BA1	很容易想起×××品牌的一些特征	Yoo、Donthu和Lee（2000）王海忠、于春玲和赵平（2006）
	BA2	很容易想起×××品牌的符号与标识
	BA3	很容易想起×××品牌的代表性品牌形象及个性
	BA4	很快想起×××公司的一些情况
感知质量	PQ1	认为×××品牌产品工艺非常好	Dodds、Monroe 和Grewal（1991）
	PQ2	感觉×××品牌产品质量非常好
	PQ3	认为×××品牌产品可以信赖
	PQ4	对×××品牌产品质量感到放心
品牌忠诚	BL1	×××品牌成为您的第一选择	Keller（1993）王海忠、于春玲和赵平（2006）
	BL2	更愿意购买×××品牌
	BL3	更愿意向他人推荐×××品牌
	BL4	一直坚持购买×××品牌产品
	BL5	愿意增加在×××品牌的支出

量表	题目代码	量表题项	来源
功能匹配	FM1	×××企业产品很有可能被使用	Gwinner和Eaton（1999）卢长宝（2009）
	FM2	会看到×××企业产品被使用
	FM3	×××企业可以提供高品质的物料支持
形象匹配	IM1	×××企业形象与活动相似	Gwinner和Eaton（1999）卢长宝（2009）
	IM2	×××企业与活动品质在同一水平上
	IM3	×××企业产品或服务完全可以被使用
品牌意识	BR1	×××品牌很出名	王海忠、于春玲和赵平（2006）
	BR2	×××品牌家喻户晓
	BR3	×××品牌给您印象深刻
品牌联想	BA1	很容易想起×××品牌的一些特征	Yoo、Donthu和Lee（2000）王海忠、于春玲和赵平（2006）
	BA2	很容易想起×××品牌的符号与标识
	BA3	很容易想起×××品牌的代表性品牌形象及个性
	BA4	很快想起×××公司的一些情况
感知质量	PQ1	认为×××品牌产品工艺非常好	Dodds、Monroe 和Grewal（1991）
	PQ2	感觉×××品牌产品质量非常好
	PQ3	认为×××品牌产品可以信赖
	PQ4	对×××品牌产品质量感到放心
品牌忠诚	BL1	×××品牌成为您的第一选择	Keller（1993）王海忠、于春玲和赵平（2006）
	BL2	更愿意购买×××品牌
	BL3	更愿意向他人推荐×××品牌
	BL4	一直坚持购买×××品牌产品
	BL5	愿意增加在×××品牌的支出

变量	选项	频数	百分比	变量	选项	频数	百分比
性别	男	196	55.2%	机构规模	100人以下	23	6.5%
性别	女	159	44.8%		100~500人	159	44.8%
学历	初中及以下	6	1.7%		500~1000人	51	14.3%
	高中、中专等	31	8.7%		1000人以上	17	4.8%
	大专	101	28.5%		不清楚	105	29.6%
	大学本科	134	37.7%	职位	企业家、合伙人	34	9.6%
	研究生及以上	83	23.4%		高级管理者	106	29.9%
年龄	25~34岁	77	21.7%		中级管理者	151	42.5%
	35~44岁	172	48.4%		低级管理者	54	15.2%
	45~54岁	88	24.8%		普通员工	10	2.8%
	55岁及以上	18	5.1%	决策权	可全权决策	70	19.7%
					有部分决策权	176	49.6%
经历	购买过	174	49.0%		有建议权	89	25.1%
经历	没有购买过	181	51.0%		无权参与决策	20	5.6%

变量	选项	频数	百分比	变量	选项	频数	百分比
性别	男	196	55.2%	机构规模	100人以下	23	6.5%
性别	女	159	44.8%		100~500人	159	44.8%
学历	初中及以下	6	1.7%		500~1000人	51	14.3%
	高中、中专等	31	8.7%		1000人以上	17	4.8%
	大专	101	28.5%		不清楚	105	29.6%
	大学本科	134	37.7%	职位	企业家、合伙人	34	9.6%
	研究生及以上	83	23.4%		高级管理者	106	29.9%
年龄	25~34岁	77	21.7%		中级管理者	151	42.5%
	35~44岁	172	48.4%		低级管理者	54	15.2%
	45~54岁	88	24.8%		普通员工	10	2.8%
	55岁及以上	18	5.1%	决策权	可全权决策	70	19.7%
					有部分决策权	176	49.6%
经历	购买过	174	49.0%		有建议权	89	25.1%
经历	没有购买过	181	51.0%		无权参与决策	20	5.6%

	FM	IM	BR	BA	PQ	BL
FM	0.506
IM	0.394	0.521
BR	0.407	0.395	0.548
BA	0.409	0.404	0.483	0.580
PQ	0.397	0.383	0.448	0.477	0.539
BL	0.382	0.396	0.459	0.485	0.480	0.564