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Based on the theory of social identity and selfconsistency, this study studies the influence of public service sponsorship perception matching and public welfare organization perception reputation on consumer brand identity through brand symbolic image, and verifies the mediating effect of the brand's symbolic image in this role, and the regulating effect of consumer altruism tendency. The results show that consumers' perception of public service sponsorship and the perception of public welfare organizations have a positive impact on the symbolic image of the brand after public welfare sponsorship. The symbolic image of the brand after public welfare sponsorship will positively influence consumer brand identity. Finally, through the structural equation model, it is proved that the tendency of consumer altruism will positively enhance the influence of brand symbolic image on consumer brand identity after public welfare sponsorship. Keywords—charity sponsorship; brand symbolic image; altruism tendency; consumer brand identity

proceedings of the 2nd international conference on contemporary education, social sciences and ecological studies (cesses 2019)

The Influence of Perceptual Matching of Brand Public Welfare Sponsorship and Perception Reputation of Nonprofit Organizations on Consumer Brand Identity