期刊文献+

企业赞助的市场效益 被引量:5

下载PDF
导出
摘要 本文试图说明 ,赞助研究采用传统的市场调查和认知测量方法 ,也引入了金融市场上使用的效果分析技术。这些研究显示 ,善于运用赞助的确可以为企业带来市场效益。同时 ,赞助研究进一步提出了有关整合营销广告认识过程等方面的新问题 ,在企业营销实践和传播理论层面挑战成说 。
作者 葛岩
机构地区 深圳大学传播系
出处 《现代传播(北京广播学院学报)》 CSSCI 北大核心 2003年第4期88-91,共4页 Modern Communication
  • 相关文献

参考文献10

  • 1Agrawal, Jagdishi, and Kamakura, Wagner, "The Economic Worth of Celebrity Endorsement: An Event Study Analysis", 《Journal of Marketing》 59,3 (1995), pp.56-62.
  • 2Cornwell, Bettina, pruit, Stephen and Ness, Robert, "The Value of Winning in Motorsports: Sponsorship- linked Marketing", 《Journal of Advertising Research》, 2001 (1/2), pp.17-31.
  • 3Hall, Bruce, "A New Model for Measuring Advertising Effectiveness", 《Journal of Advertising Research》, 2002 (3/4), pp.23 - 31.
  • 4Harvey, Bill, "Measuring the Effects of Sponsorship ", 《Journal of Advertising Research》 2002 (1/2), pp.59 - 65.
  • 5Johar, G., and Pham, M., : Relatedness, Prominence, and Constructive Sponsor Identification",《Journal of Marketing Research》, 36 (1999),pp1299 - 312.
  • 6Lardinoit, Thierry, and Quester, Pascale G., "Attitudinal Effects of Combined Sponsorship and Sponsor' s Prominence on Basketball in Europe 《Joumal of Advertising Research》, 2001 (1/2), pp.48 -58.
  • 7Miyazaki, Anthony D., and Morgan, Angela G., "Assessing Market Value of Event Sponsoring : Corporate Olympic Sponsorship", 《Joumal of Advertising Research》, 2001 (1/2), pp.9-15.
  • 8Meenaghan, J., "The Role of Sponsorship in the Marketing Communication Mix", 《International Journal of Advertising》, 10, 1 (1991), pp.35-47.
  • 9Meenaghan, J., "Commercial Sponsorship", 《European Journal of Marketing》, 7, 7 (1983), pp.5-73.
  • 10Quester, Pascale G., and Thompson, Beverly, "Advertising and Promotion Leverage on Arts Sponsorship Effectiveness", 《Journal of Advertising Research》, 2001 (1/2), pp.33-47.

同被引文献27

引证文献5

二级引证文献9

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部