6JOHAR,PLAM.Relatedness,prominence and constructive sponsor identification[J].J Marke Res,1999,36(3):299-312.
7RUTH,JULIE,SIMONIN.Brought to you by brand a and brand b:investigating multiple sponsors influence on consume attitudes toward sponsorship events[J].J Consumer Res,2003,32(3):19-30.
8G winner,K.,& Eaton,J.Building Brand Image Through Event Sponsorship:The Role of Image Transfer.[J].Journal of Advertising,1999,28(4):47-57.
9Gi-Yong Koo,Jerome Quarterman,and Leisa Flynn.Effect of perceived sport event and sponsor image fit on consumers' cognition,affect,and behavioral intentions[J].Sport Marketing Quarterly,2006,15(2):80-90.
