摘要
本文在文献回顾的基础上尝试采用实证方法探索体育赞助对消费者(学生)购买意向的影响。对3种运动饮料类产品和3种运动服饰类产品的研究表明,体育赞助对消费者(学生)购买意向会产生积极作用,但是由于消费者的品牌偏好和价格敏感性等所存在的差异,因此并不是越喜爱体育运动的消费者越是倾向于购买体育赞助多的企业的产品。
This article explores the influence of sports sponsorship on consumers＇ （students） buying intent with empirical methods on the basis of literature review. Through the research on three kinds of sport drinks and three kinds of sport clothes, it concludes that sports sponsorship exerts active influence to consumers＇（students） buying intent. But due to different brand preferences and price-sensitiveness level of consumers, it is not the case that those who are more interested in sports activities are more likely to buy those products with more sports sponsorship.
出处
《湖北经济学院学报》
2007年第3期103-107,共5页
Journal of Hubei University of Economics
关键词
体育赞助
购买意向
企业形象
sports sponsorship
buying intent
corporate image
