赛事赞助对企业品牌资产影响的实证研究被引量：29

Effects of Sponsor on Enterprise's Brand Equity

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摘要针对我国学术界对赛事赞助领域研究的不足和缺陷,以西南地区4城市消费者为研究样本,通过实证研究,从赛事质量、契合度及二者交互影响的角度分析赛事赞助对企业品牌资产的影响。研究结果认为,赛事质量和契合度都对企业品牌资产存在显著影响,但赛事质量对品牌资产的影响较大,而且二者对品牌资产存在交互影响。 Based on the research limitation and deficiency in the field of tournament sponsor in our academic circles, this paper analyzes the effects of sponsor on enterprise＇s brand equity by using the method of empirical study and the quality of tournament fit. The result shows that although the quality of tournament and the fit affect the brand equity separately, the quality of tournament affects more. In addition, both interact to the brand equity.

作者徐玖平朱洪军

机构地区四川大学

出处《体育科学》 CSSCI 北大核心 2008年第9期45-50,共6页 China Sport Science

基金国家杰出青年科学基金项目(70425005) 教育部高等学校优秀青年教师教学科研奖励计划资助项目(20023834-3)

关键词比赛赞助企业品牌实证 the quality of tournament fit brand equity perceived quality brand association brand experience

分类号 G80-05 [文化科学—运动人体科学]

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参考文献27

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