Brand Image, Advertisement Effects, Brand Equity and Relationship Quality of Corporate Sponsor in Beijing Olympics

Abstract

Purpose: to discuss the issues of brand image, advertisement effects, brand equity and relationship quality. Methods: the on-line questionnaire survey was adopted for this study, and the people who watched the live cover of Olympic Games were the subjects of this survey. The survey of this study was analyzed by Confirmatory Factor Analysis and Structural Equation Modeling to examine the effects of Beijing Olympic Games on brand image, advertisement effects, brand equity and relationship quality. Besides, this study tried to analyze the direct effects, indirect effects, and the total effects. Results: (1) Most audience of Olympic Games live covering were male, 26 ~ 30 years old, college educated, monthly income, of NT 20,001 ~ 30,000 watched 1 ~ 2 hours of Olympic Games report every day. (2) The easiest brand to be identified of Olympic Games was McDonald, then the Coca Cola. (3) The most impressed brand of Olympic Games was McDonald, then the Coca Cola. (4) The brand image produced tremendous influence to advertisement effects. It showed the most famous brand gained the highest effects on Olympic Games advertisement. (5) The brand image produced tremendous influence to brand equity. It means good brand image brought better brand equity. (6) The brand image produced tremendous influence to relationship quality. In other words, good and valuable brand image kept good relationship with consumers. (7) The advertisement effects produced tremendous influence to brand equity. It means the positive advertisement brought good brand equity and good impression to consumers. Conclusion: businesses for sponsorship of major sporting events should strengthen the brand image and advertising effectiveness.