| 体育赞助的传播效应及其理论阐释 |
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| 引用本文： | 张进伟. 体育赞助的传播效应及其理论阐释[J]. 南京体育学院学报(社会科学版), 2007, 21(2): 7-11 |
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| 作者姓名： | 张进伟 |
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| 作者单位： | 江苏省广播电视总台体育休闲频道,江苏,南京,210042 |
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| 摘 要： | 在国内首次引进归纳了形象迁移效应、匹配效应、强势品牌效应、整合传播效应等四大传播效应,并创造性地运用“经典性条件反射”理论,对形象迁移效应进行了解释,藉此希望能对体育赞助的实践提供一定的借鉴。
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| 关 键 词： | 体育赞助 形象迁移 匹配 品牌 效应 |
| 文章编号： | 1008-1909（2007）02-0007-05 |
| 修稿时间： | 2007-01-122007-02-28 |
The Propagation Effect and Theory Explanation about Sport Support |
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| ZHANG Jin-wei. The Propagation Effect and Theory Explanation about Sport Support[J]. Journal of Nanjing Institute of Physical Education, 2007, 21(2): 7-11 |
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| Authors: | ZHANG Jin-wei |
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| Affiliation: | Sports Leisure Channel of Jiangsu Province Broadcast TV Station, Nanjing 210042, China |
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| Abstract: | The article introduced and induced the image transfer effect,the match effect,the brand effect,the conformity propagation effect for the first time in domestic,and creatively utilized the theory about "the classical conditioned reflex", explained to the image transfer effect,and hoped to be able to provide the certain model to the sports support practice. |
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| Keywords: | sports support image migration match brand effect |
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