基于品牌信任理论的体育赛事赞助评估体系研究

近年来,体育赞助已经成为许多企业开展营销活动的一个重要手段,它作为一种有效的市场沟通工具,在全世界范围内被广泛应用。而体育赞助的评估使赞助企业能够合理有效地利用资源,对企业来说尤为重要。利用文献资料法、归纳法、比较分析法,通过阅读大量的文献资料,并结合以归纳分析,探讨从品牌信任理论的角度评估体育赞助的可行性与方法。这不仅对赞助方是否进行体育赞助决策提供了一定的理论基础,同时对被赞助方争取到赞助支持也具有一定的指导意义。

A Research on the Evaluation of Sport Sponsorship Based on Brand Trust Theory

In recent years,sports sponsorship has become an important way for many enterprises to held marketing events.As an effective communication tool,it has been widely used in the whole world.And sports sponsorship evaluation enables the sponsors to use the resources rationally,it is particularly important for enterprises.In this paper,I used the literature review,inductive and comparative analysis methodology.And by summarizing reading literature with combination analysis,I explored the feasibility and method o...