体育赞助营销对品牌资产的潜在影响因素研究  

The Potential Impact of Sports Sponsorship Marketing on Brand Asset

作　　者：何润侨[1] 

机构地区：[1]广东医学院体育部,广东湛江524023

出　　处：《体育科技文献通报》2012年第6期93-94,共2页Bulletin of Sport Science & Technology

摘　　要：体育赞助营销是体育产业的重要组成部分,不仅为体育的发展提供了物质基础,而且使赞助的品牌走向世界,深入千家万户的有效平台和桥梁。体育赞助营销是建立品牌资产的最有效途径之一,体育赞助营销对品牌资产的潜在影响主要表现为体育赞助动机、体育赞助传播度、体育赞助活力影响力、被赞助活动的偏好等方面。Sport sponsorship marketing is an important part of the sports industry, it not only provides the mate - rial basis for sports development, but also makes the sponsor＇s brand into the world, an effective platform for ubiq- uitous and bridges. Sports sponsorship marketing is one of the effective ways to build the brand asset, sports spon- sorship marketing potential impact on brand asset mainly displays on sports sponsorship motivation, degree of spread of sports sponsorship, sports sponsorship activity, sponsored activity preferences and so on.

关 键 词：体育赞助 品牌资产 因素 

分 类 号：G80-05[文化科学—运动人体科学]