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基于品牌传播的体育赛事赞助 被引量：6

Sport Event Sponsors and Brand Spread
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摘要 通过对品牌传播研究意义的阐述,分析了体育赛事与企业品牌定位之间的相关性,进一步厘清了品牌传播与体育赛事赞助之间的关系。 The paper elaborates on the study significance of the brand spread and analyzes the correlation between the sport events and enterprise brand positioning. It further clarifies the relations between brand spread and sport event sponsorship.
作者 阎珏
机构地区 华东理工大学
出处 《体育科研》 CSSCI 2008年第5期50-52,共3页 Sport Science Research
关键词 体育 品牌传播 赛事赞助 sport brand spread event sponsorship
分类号 G80-05 [文化科学—运动人体科学]
  • 相关文献

参考文献2

二级参考文献11

  • 1Lizhong Geng. Sport Sponsorship in China: Transition and Evolution[ M]. Sports Marketing, 2002,(1): 20-32.
  • 2Tony Lachowetz. Corporate Sales Activities and the Retention of Sponsors in the National Basketball Association (NBA) [ M ]. Sports Marketing, 2003,(1):18-26.
  • 3Stephen R. McDaniel. An Investigation of Match- Up Effects in Sport Sponsorship Advertising The Implications of Consumer Advertising Schemas[M]. March 1999, (2) : 163 - 184.
  • 4Donald P. Roy, T. Bettina Comwell. The Effects of Consumer Knowledge on Responses to [13]Event Sponsorships. Published online in Wiley InterScience,2004, (3) : 185 - 207.
  • 5Michel Tuan Pham & Gita VenkataramaniJohar. Market Prominence Biases in Sponsor Identification:processes & Consequentiality[ M]. Psychology, 2001(2) : 123 - 143.
  • 6T. Lardinoit, C. Derbvaix. SponsorshipandReSponsors (M). Psyeholohy&marking,2000(2) : 167 - 190.
  • 7Michel Tuan Pham & Gita Venkatataramani Johar. In sponsor Identification: Processes and consequentiallty[M]. 2001(2): 123- 143.
  • 8Sandy, J. & Wayne, R.The Role of Human Capital, Motivatian and Supervisor Sponsorship in Predicting Career Success[M], 1998(2) : 10.
  • 9Artemisia Apostolopoulou. Brand Extensions by U.S. Professional Sport Teams: Motivations and Keys to Success[J]. Marketing Quarterly. 2002, 11(4): 205-214.
  • 10Michel Tuan Pham. Market Prominence Biases In Sponsor Identification [J]. Psychology & Marketing. 2001,18(2) : 123 - 143.

共引文献14

同被引文献30

引证文献6

二级引证文献7

体育科研
2008年 第5期

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