【摘要】 系统回顾影响赛事赞助效果的制约因素,根据双重能力模型指出赛事吸引力和赞助赛事的地位及赞助商赞助赛事与赞助商的一致性是影响赞助效果的重要因素。平衡理论调和理论和意义迁移模型更进一步说明赛事与赞助商的一致性是影响赛事赞助效果的重要因素。更多还原

【Abstract】 The author concludes what affects sponsorship communication systematically.According to the double capability model,the author finds event attractiveness and event status,sponsors and the congruence of sponsors and events all affecting the outcome of sponsorship communication.The balance theory,the adaption theory and meaning transfer model further explain the importance of congruence of sponsors and events.更多还原