社会认同对体育赞助效果的影响  

The effectiveness of social identity on the sport sponsorship

作　　者：徐金灿[1] 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2010年第6期11-15,共5页Journal of Advertising Study

摘　　要：近年来,体育赞助在我国快速发展。本研究采取实验法,以大学生为对象,探讨了对赛事的社会认同程度对体育赞助效果的影响。实验结果表明,无论产品类别与体育相关度高低,对赛事认同度高的被调查者比对赛事认同度低的被调查者在赞助商的态度和购买意向上都有更积极的倾向。This article investigated the effectiveness of Social Identity Theory in China.The experimental results revealed that,it is easier for the subjects with higher identity of the sport event,to have more positive attitude to the sponsors,and stronger intention to purchase their products（services）.This conclusion is of independence from the correlation degree between the product category and the sport.

关 键 词：社会认同 体育赞助 赞助商 

分 类 号：G80-05[文化科学—运动人体科学]