| 体育赞助营销对品牌资产的潜在影响因素研究 |
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| 引用本文： | 何润侨.体育赞助营销对品牌资产的潜在影响因素研究[J].体育科技文献通报,2012,20(6):93-94. |
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| 作者姓名： | 何润侨 |
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| 作者单位： | 广东医学院体育部,广东湛江,524023 |
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| 摘 要： | 体育赞助营销是体育产业的重要组成部分,不仅为体育的发展提供了物质基础,而且使赞助的品牌走向世界,深入千家万户的有效平台和桥梁。体育赞助营销是建立品牌资产的最有效途径之一,体育赞助营销对品牌资产的潜在影响主要表现为体育赞助动机、体育赞助传播度、体育赞助活力影响力、被赞助活动的偏好等方面。
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| 关 键 词： | 体育赞助 品牌资产 因素 |
The Potential Impact of Sports Sponsorship Marketing on Brand Asset |
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| HE Run-qiao.The Potential Impact of Sports Sponsorship Marketing on Brand Asset[J].Bulletin of Sport Science & Technology,2012,20(6):93-94. |
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| Authors: | HE Run-qiao |
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| Institution: | HE Run-qiao Department of Physical Education,medical college of Guang Dong,Zhanjiang 524023,Guangdong China |
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| Abstract: | Sport sponsorship marketing is an important part of the sports industry,it not only provides the mate-rial basis for sports development,but also makes the sponsor’s brand into the world,an effective platform for ubiquitous and bridges.Sports sponsorship marketing is one of the effective ways to build the brand asset,sports sponsorship marketing potential impact on brand asset mainly displays on sports sponsorship motivation,degree of spread of sports sponsorship,sports sponsorship activity,sponsored activity preferences and so on. |
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| Keywords: | sports sponsorship brand asset factor |
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