Shi Haonan, Zhang Li, Zhang Hongfei, Ding Jianlan, Wang Zilong
School of Sports Economics and Sports Management, Xi'an Physical Education University, Xi'an 710064, China.
School of Foreign Language, Chengdu Sport University, Chengdu 610041, China.
Brain Sci. 2024 Sep 20;14(9):940. doi: 10.3390/brainsci14090940.
With the rapid expansion of the global sports market, the significance of sports sponsorship has attracted growing attention. However, during the golden age of the sports industry's development in China, international sports brand giants such as Nike, Adidas, and Under Armour have rapidly captured a substantial share of the Chinese sports consumer market through their distinctive product designs and varied marketing strategies. This has resulted in a highly competitive environment for China's sports goods industry. Therefore, fostering the improved development of domestic sports brands has become a crucial issue deserving of thorough scholarly investigation. This study examines how consumers' differing levels of sports involvement and the degree of fit between the sponsoring brand and the sponsored event affect their cognitive and emotional responses to sports sponsorships. By employing Predictive Coding Theory and ERP (event-related potential) brainwave technology, this study delves into the psychological and neurobiological levels to analyze the impact of consumer sports involvement on the processing of sponsorship information. The results indicate significant differences in cognitive and emotional responses between high-involvement and low-involvement consumers. Additionally, the fit between the sponsoring brand and the sponsored event also significantly affects consumers' cognitive and emotional responses. These differences stem from consumers' complex and sophisticated predictive coding models. This study not only provides scientific evidence for sports brands in selecting and executing sponsorship activities, but also offers new perspectives for evaluating and optimizing sponsorship effectiveness.
随着全球体育市场的迅速扩张，体育赞助的重要性日益受到关注。然而，在中国体育产业发展的黄金时期，耐克、阿迪达斯和安德玛等国际体育品牌巨头通过其独特的产品设计和多样的营销策略迅速占据了中国体育消费市场的很大份额。这给中国体育用品行业带来了高度竞争的环境。因此，促进国内体育品牌的更好发展已成为一个值得深入学术研究的关键问题。本研究考察了消费者不同程度的体育参与以及赞助品牌与被赞助赛事之间的契合度如何影响他们对体育赞助的认知和情感反应。通过运用预测编码理论和事件相关电位（ERP）脑电波技术，本研究深入到心理和神经生物学层面，分析消费者体育参与对赞助信息处理的影响。结果表明，高参与度和低参与度消费者在认知和情感反应上存在显著差异。此外，赞助品牌与被赞助赛事之间的契合度也显著影响消费者的认知和情感反应。这些差异源于消费者复杂精密的预测编码模型。本研究不仅为体育品牌选择和执行赞助活动提供了科学依据，也为评估和优化赞助效果提供了新的视角。
