本文主要研究内容
作者张永韬,王虹,周寿江（2019）在《体育赞助活动中后发赞助企业如何“借势”——赞助跟随影响研究》一文中研究指出：赞助跟随是指在竞争对手(被跟随企业)采取赞助行为后,跟随企业采取相对应的赞助行为。在体育赞助营销实践中,赞助跟随行为所带来的赞助效果常常不一。基于此,笔者引入首因效应和近因效应,通过情景实验收集数据,重点研究赞助跟随对跟随品牌评价的影响因素,对非对称品牌关系和不同跟随定位情境下的赞助跟随效果进行分析。研究结果表明:①与竞争品牌赞助低首因效应相比,跟随品牌赞助高首因效应更能提升跟随品牌的品牌评价;②与竞争品牌赞助低近因效应相比,跟随品牌赞助高近因效应更能提升跟随品牌的品牌评价;③竞争品牌赞助首因效应与跟随品牌赞助近因效应影响跟随品牌评价的过程中,非对称品牌关系与跟随定位会起到调节作用。研究表明在体育赞助活动中,针对非对称品牌关系和不同跟随定位情境,跟随企业应该合理借用赞助活动的"势",采取相应的赞助跟随策略以获取最佳的赞助效果。
Abstract
zan zhu gen sui shi zhi zai jing zheng dui shou (bei gen sui qi ye )cai qu zan zhu hang wei hou ,gen sui qi ye cai qu xiang dui ying de zan zhu hang wei 。zai ti yo zan zhu ying xiao shi jian zhong ,zan zhu gen sui hang wei suo dai lai de zan zhu xiao guo chang chang bu yi 。ji yu ci ,bi zhe yin ru shou yin xiao ying he jin yin xiao ying ,tong guo qing jing shi yan shou ji shu ju ,chong dian yan jiu zan zhu gen sui dui gen sui pin pai ping jia de ying xiang yin su ,dui fei dui chen pin pai guan ji he bu tong gen sui ding wei qing jing xia de zan zhu gen sui xiao guo jin hang fen xi 。yan jiu jie guo biao ming :①yu jing zheng pin pai zan zhu di shou yin xiao ying xiang bi ,gen sui pin pai zan zhu gao shou yin xiao ying geng neng di sheng gen sui pin pai de pin pai ping jia ;②yu jing zheng pin pai zan zhu di jin yin xiao ying xiang bi ,gen sui pin pai zan zhu gao jin yin xiao ying geng neng di sheng gen sui pin pai de pin pai ping jia ;③jing zheng pin pai zan zhu shou yin xiao ying yu gen sui pin pai zan zhu jin yin xiao ying ying xiang gen sui pin pai ping jia de guo cheng zhong ,fei dui chen pin pai guan ji yu gen sui ding wei hui qi dao diao jie zuo yong 。yan jiu biao ming zai ti yo zan zhu huo dong zhong ,zhen dui fei dui chen pin pai guan ji he bu tong gen sui ding wei qing jing ,gen sui qi ye ying gai ge li jie yong zan zhu huo dong de "shi ",cai qu xiang ying de zan zhu gen sui ce lve yi huo qu zui jia de zan zhu xiao guo 。
论文参考文献
论文详细介绍
论文作者分别是来自成都体育学院学报的张永韬,王虹,周寿江，发表于刊物成都体育学院学报2019年06期论文，是一篇关于体育赞助营销论文,赞助跟随论文,跟随企业论文,赞助竞争论文,赞助效果评价论文,成都体育学院学报2019年06期论文的文章。本文可供学术参考使用，各位学者可以免费参考阅读下载，文章观点不代表本站观点，资料来自成都体育学院学报2019年06期论文网站，若本站收录的文献无意侵犯了您的著作版权，请联系我们删除。
标签：体育赞助营销论文; 赞助跟随论文; 跟随企业论文; 赞助竞争论文; 赞助效果评价论文; 成都体育学院学报2019年06期论文;