0 avis
The impact of mascot attributes on sponsorship effectiveness the case of "Bing Dwen Dwen" at the Beijing Winter Olympics / Zhenhua Quan, Wenjie Qian, Jianhua Mao
The purpose of this article is to explore the relationship between the attributes of Olympic mascots and their impact on sponsorship effectiveness. Based on a multiattribute model and the introduction of engagement theory and the meaning transfer model, this article uses the 2022 Beijing Winter Olympics mascot "Bing Dwen Dwen" as the research object to empirically analyze the effects and mechanisms of the mascot's attributes on preference, event engagement, sponsorship enterprise trust and sponsorship enterprise attitude, ultimately constructing a sponsorship effectiveness model. The survey method was used to examine 238 respondents' emotions and attitudes towards companies participating in sponsoring Olympic mascots.