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原始匹配度与创意匹配度对体育赞助有效性的影响研究
Effect of native fit and created fit on the effectiveness of sports sponsorship
【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。
【Abstract】 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.
- 【文献出处】 山东体育学院学报 ,Journal of Shandong Institute of Physical Education and Sports , 编辑部邮箱 ,2009年07期
- 【分类号】G80-05
- 【被引频次】14
- 【下载频次】239