摘要
体育赞助事件与品牌的匹配度与赞助效果具有很大的关联,根据研究并通过事例,展示了4种类型的体育赞助事件中原始匹配度和创意匹配度对赞助效果的影响。
Sports sponsorship and the degree of brand matching have a strong connection with the effectiveness of sports sponsorship. According to research by example, the impact of native fit and created fit on the effectiveness of sports sponsorship is demonstrated in four kinds of sports support events.
出处
《山东体育学院学报》
北大核心
2009年第7期11-13,共3页
Journal of Shandong Sport University