国外体育赞助营销活动中品牌形象转移研究进展与启示

Research Progress and Enlightenment of Brand Image Transfer in Foreign Sports Sponsorship Marketing Activities

品牌形象转移是体育赞助营销理论研究的主要内容之一。本文通过系统梳理近二十年国外体育赞助营销活动中品牌形象转移研究所取得的主要成果和最新进展,从基于名人代言理论、多重赞助视角以及消费者学习视角等3个方面对品牌形象转移研究的主要内容进行述评,对品牌形象转移研究的内在逻辑进行了归纳总结,并在此基础上从理论建构、研究内容、研究调查对象、研究方法等4个方面提出未来体育赞助营销中品牌形象转移的研究方向,以期推动我国体育赞助营销理论的发展。

Brand image transfer is an important part of sports sponsorship marketing theory research. This paper sums up the main research achievements and latest progress on brand image transfer in sports sponsorship marketing activities over the past twenty years,reviews the main research contents on brand image transfer from the three aspects of celebrity endorsement theory,multiple sponsorship perspective and customers learning perspective and summarizes the internal logic of brand image transfer research. On this basis,this paper puts forward the future research direction on brand image transfer in sports sponsorship marketing from the four aspects of theoretical construction,research contents,subjects and methods in the hope of promoting the development of China＇s sports sponsorship marketing theory.