The impact of mascot attributes on sponsorship effectiveness the case of “Bing Dwen Dwen” at the Beijing winter Olympics

Abstract

Purpose

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.

Design/methodology/approach

The survey method was used to examine 238 respondents' emotions and attitudes towards companies participating in sponsoring Olympic mascots.

Findings

The study found that the main attributes of the mascot include visual and emotional factors, both of which have a positive impact on preference, with emotional factors having a greater influence than visual factors. Visual and emotional factors indirectly affect engagement through preference. Preference and engagement play a completely mediating role in the effect of mascot attributes on sponsorship enterprise trust and sponsorship enterprise attitude.

Practical implications

This study provides practical recommendations for managers to achieve marketing success in sports sponsorship through mascots.

Originality/value

This paper provides a measurement tool for the study of mascot attributes and important support for subsequent research in sponsorship marketing.

Citation

Quan, Z., Qian, W. and Mao, J. (2024), "The impact of mascot attributes on sponsorship effectiveness the case of “Bing Dwen Dwen” at the Beijing winter Olympics", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 4, pp. 1024-1042. https://doi.org/10.1108/APJML-05-2023-0485