| 从态度的构成预测赞助效益的实证分析——以中国体育品牌赞助广州亚运会为例 |
| |
| 引用本文： | 吴延年,万翠琳.从态度的构成预测赞助效益的实证分析——以中国体育品牌赞助广州亚运会为例[J].体育科学,2011,31(9):19-26. |
| |
| 作者姓名： | 吴延年 万翠琳 |
| |
| 作者单位： | 1. 暨南大学体育部,广东广州,510632
2. 江西财经大学体育学院,江西南昌,330014 |
| |
| 基金项目： | 国家社会科学基金资助项目(10CTY010) |
| |
| 摘 要： | 以赞助广州亚运会的中国体育品牌为研究对象,通过测试3种态度(对赛事的态度、对赛事活动的参与、对赛事赞助的信任)预测3种赞助后的效益(对赞助商的印象、口碑以及购买意愿)。回归分析结果显示:对赞助的信任,对该赛事的态度可以较好地预测出购买意愿;对赞助的信任也可预测出对赞助商的口碑以及印象;从而确定对赞助的信任在对赞助结果的预测中取到非常重要的作用。
|
| 关 键 词： | 中国 体育品牌 态度 赞助 效益 实证分析 |
The Empirical Analysis in Predicting the Effectiveness of Sponsorship from the Composition of Attitude —Taking the Sponsorship to the Asian Games Hosted in Guangzhou from China Sports Brand as an Example |
| |
| WU Yan-nian,WAN Cui-lin.The Empirical Analysis in Predicting the Effectiveness of Sponsorship from the Composition of Attitude —Taking the Sponsorship to the Asian Games Hosted in Guangzhou from China Sports Brand as an Example[J].China Sport Science,2011,31(9):19-26. |
| |
| Authors: | WU Yan-nian WAN Cui-lin |
| |
| Institution: | WU Yan-nian1,WAN Cui-lin2 1.Jinan University,Guangzhou,510632,China,2.Jiangxi University of Finance and Institute,Nanchang 330013,China. |
| |
| Abstract: | Taking the China sports brand sponsoring the Guangzhou Asian Games as research object,the aim of measuring the three kinds of attitude from population,such as the attitude to and the participation in the game events and the reliance on the sponsorship to game event,to predict the results of sponsorship which include the impression,the public praise of the sponsor,and desire to buy the products of them.The results of regression analysis show that we can predict the desire according to the attitude and the re... |
| |
| Keywords: | attitude sponsor effectiveness empirical analysis |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
