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Abstract Details

Abstract Title

Research of 2016 Rio De Janeiro Brazil Olympic sponsors on its corporate image and product trust effect

Abstract Theme

Sport sociology

Type Presentation

Oral presentation

Abstract Authors

Presenter Sitong Yang - Hubei University of Technology (PE department) - CN
Yongsheng Dai - Hubei University of Technology (PE department) - CN
Lina Luo - Hubei University of Technology (PE department) - CN

Presentation Details

Room: Venus        Date: 3 September        Time: 11:00:00        Presenter: Sitong Yang

Abstract Resume

Background:
In 2016 ,Brazil Rio de Janeiro would host a world class sports event--the 31st Olympic Games, Brazil Government planned total budget is US $ 13.92 billion, of which more than 20% is funded by
corporate sponsorship, sponsors play the pivotal role on the successful hosting of the Olympics. In contrast, sponsors definitely hope its own corporate image and people’s trusts in the product
improved effectively by the Olympic Games. Researching marketing strategy of the 2016 Brazil Rio de Janeiro Olympic sponsors, and then identify important variate which improve corporate image and an
product trust, aims to provide a reference for future large games sponsorship decisions and look for win-win strategy for both sides.

Methods:
This study proposes four hypotheses about the sponsors, which proved by questionnaires about people’s cognition of the 2016 Olympic Games three kinds sponsors. Using the method Likert7 point scale to
assess in the questionnaires (1 stands for entire disapproval, 7 stands for entire approval), 3000 pieces of questionnaires were distributed, but 2768’s effective and got back. The objects were three
categories of sponsors of the 2016 Olympic Games, namely 11 Worldwide Olympic Partners, 6 Official Sponsors and 8 Official Supporters.

Results:
The validity and reliability level of the questionnaire is very high (α>0.84,T<0.01). Results support hypothesis H1 and H2 with the path coefficients of the model analysis were 0.31 (p<0.01, T=3.24)
and 0.23 (p<0.01, T=3.44), it showed that the co-identity with the Olympic theme and the sponsor's products, and their exposure during the event have significant impact on the images of the sponsor
company. The coefficient of H3 was 0.41 (p<0.05, T=3.86), means sponsors profit-making objective and fulfill its social responsibility don’t conflict, motives of sponsors and the images of Corporate
Social Responsibility can help each other. The coefficient of H4 was 0.31 (p<0.05,T=3.22), this indicates that the sponsor ’ll achieve a positive effect by changing the original advertising strategy
during the games cycle, it plays a dual positive role in promoting both its own image and the Olympic Games.

Conclusions:
At first, sponsors should take further step to match the Olympic theme for getting more consumers’ accepting. Suggest
sponsors should investigate the target audience of the Olympic Games firstly and find the fusion point for marketing brand and the Games. Secondly, the sponsor should increase media exposure during
the event for pushing the effect. Thirdly, by changing the original form of advertising channels and content, fitting the Olympic theme can benefit their products and corporate image shaping. Finally,
the sponsor shall get customers, suppliers, government and other stakeholders relationship resources by actively highlighting its social responsibility to win the reputation and image, thus making
sponsor interactive brand leverage.


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