MECHANISM OF DRIVING THE SPONSOR BRANDS’ GREEN IMAGE IN SPORTS EVENTS THROUGH EXPERIENCE MARKETING STRATEGY

Sports event marketing is an important tool for corporate brand marketing. More and more sports event sponsoring enterprises establish brand relationships with consumers through brand experience and build trust. The research in this study follows the research path of "motivation—mechanism—value." It uses sponsorship brand marketing for the 19th Asian Games in Hangzhou as an example to build a theoretical model of how experiential marketing affects a brand's green image. The study finds that there are not many empirical studies on sports event brand experience marketing in the academic field. Experiential marketing can evoke brand attachment among consumers, and consumers will have more positive purchase behaviors when they project themselves onto the brand.