Visitor Perceptions of Sponsorship and Sponsor Brand Attitude: Examining the Antecedent Role of Patriotism

[[abstract]]贊助在支持大型事件的舉行中日漸扮演重要的角色，贊助品牌意圖能在品牌與事件參與者之間建立關係。然而，贊助品牌能從與事件相關的形象獲益的程度，有賴於贊助品牌與受贊助事件的一致性。為探究此議題，本研究檢視了國際大型事件中，事件好感、事件與贊助品牌配適性、自我與贊助品牌配適性，以及贊助品牌態度對本土贊助品牌喜好的中介效果。本研究以2014年夏季青年奧林匹克運動會（南京青年奧運）的參觀者為研究對象，收集共495份樣本以檢驗本研究提出的結構關係。針對四個品牌的兩份調查結果一致指出，事件好感、事件與本土贊助品牌配適性、自我與本土贊助品牌配適性及本土贊助品牌態度對愛國主義在本土贊助品牌喜好的影響有中介效果。最後，本研究亦為本土的品牌贊助商，提供目標市場與本土化策略的管理意涵。[[abstract]]Sponsorship has played increasingly an important role in supporting mega event These sponsors intend to build a relationship between their brands and the event visitors However the extent to which the event-related imagery benefits the sponsor brand depends on the congruency between the sponsor brand and the event In addressing this issue this study examines a theoretical antecedent patriotism and its relationship with event liking event-domestic sponsor fit self-domestic sponsor fit and attitude toward domestic sponsors all of which mediate domestic sponsor favorability in an international mega-event Interviews were conducted with 495 event attendees at the 2014 Summer Youth Olympic Games in Nanjing and formed a basis for the hypothesis testing An examination of two sponsor brands over two surveys indicated that event liking event-domestic sponsor fit self-domestic sponsor fit and attitude toward domestic sponsor consistently mediates the effect of patriotism on domestic sponsor brand favorability Managerial implications about targeting and localization strategy for domestic sponsors are suggeste