Impact Mechanism Study Between Sport Sponsorship Fit Degree and Brand Trust

Abstract

In the sport sponsorship environment, the fit degree between sponsor brand and sponsored sport event is a core factor to promote consumer trust. In this thesis, the sport sponsorship consumers are the survey respondents. Based on comprehensive perspective, the impact mechanism model between fit degree and brand trust is built to make empirical test. In the study, it is found that the dimensions of fit degree have significant direct positive impact for sponsorship attitude and sponsor brand awareness. Sponsorship attitude has significant direct positive impact for brand competence, brand integrity and brand consistency. Except not having significant direct impact for brand integrity, sponsor brand awareness has significant direct positive impact for brand competence and brand consistency. Brand competence, brand integrity and brand consistency have significant direct positive impact for brand loyalty. Brand consistency plays the largest impact role for brand loyalty. In the above study, it is found that there is important theoretical guiding significance for sponsor to develop and optimize sponsorship marketing strategy.