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赞助传播度对赞助品牌的影响——基于中国企业赞助的实证研究 被引量：9

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摘要 本文以联想公司和安踏公司赞助体育活动为研究样本,利用结构方程模型、相关分析和偏相关分析等分析方法,就赞助传播度对赞助企业品牌知晓度和品牌共鸣的影响进行实证分析。研究结果表明,赞助传播度对赞助企业品牌知晓度有显著的正向影响;对其品牌共鸣也有显著的正向影响;赞助品牌知晓度越高,消费者对赞助品牌的共鸣度也就越强;消费者对被赞助活动的偏好程度在赞助传播度影响赞助品牌的过程中具有调节作用。
作者 肖珑 李建军
机构地区 江西财经大学国际学院 江西财经大学工商管理学院
出处 《当代财经》 CSSCI 北大核心 2008年第10期100-105,共6页 Contemporary Finance and Economics
基金 国家社会科学基金青年项目(07CTY006)
关键词 赞助传播度 品牌知晓度 品牌共鸣 活动偏好度
分类号 F270.7 [经济管理—企业管理]
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参考文献20

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二级参考文献52

  • 1王海忠,于春玲,赵平.消费者民族中心主义的两面性及其市场战略意义[J].管理世界,2005,21(2):96-107. 被引量：48
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当代财经
2008年 第10期

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