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| 对企业赛事赞助效果制约因素的实证研究和探讨 | |
| 引用本文： | 殷剑巍,马勇,朱洪军.对企业赛事赞助效果制约因素的实证研究和探讨[J].湖北体育科技,2012,31(4):392-395. |
| 作者姓名： | 殷剑巍 马勇 朱洪军 |
| 作者单位： | 1. 中国科学技术大学体育部,安徽合肥,230026 2. 南京工程学院体育部,江苏南京,211167 3. 四川大学工商管理学院,四川成都,610065 |
| 摘 要： | 系统回顾影响赛事赞助效果的制约因素,根据双重能力模型指出赛事吸引力和赞助赛事的地位及赞助商赞助赛事与赞助商的一致性是影响赞助效果的重要因素。平衡理论调和理论和意义迁移模型更进一步说明赛事与赞助商的一致性是影响赛事赞助效果的重要因素。 |
| 关 键 词： | 赞助效果 双重能力模型 一致性 意义迁移模型 |
Empirical Study of Constraint Effect of the Event Sponsored by Foreign Companies |
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| YIN Jianwei,MA Yong,ZHU Hongjun.Empirical Study of Constraint Effect of the Event Sponsored by Foreign Companies[J].Journal of Hubei Sports Science,2012,31(4):392-395. | |
| Authors: | YIN Jianwei MA Yong ZHU Hongjun |
| Institution: | 1.Physical Education Department,University of Science and Technology of China,Hefei Anhui,230026;2.Physical Education Department,Nanjing Institute of Technology,Nanjing Jiangsu,211167;3.Business School of Sichuan University,Chengdu Sichuan,610065 |
| Abstract: | The author concludes what affects sponsorship communication systematically.According to the double capability model,the author finds event attractiveness and event status,sponsors and the congruence of sponsors and events all affecting the outcome of sponsorship communication.The balance theory,the adaption theory and meaning transfer model further explain the importance of congruence of sponsors and events. |
| Keywords: | sponsorship outcome double capability congruence meaning transfer model |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ | |