摘要
采用文献资料等研究方法,对消费者视域下体育赞助效果评估研究的理论基础进行梳理和整合,认为社会心理学、营销传播学和品牌经济学理论是该领域研究的核心理论。依据企业的赞助营销目标,将体育赞助效果评估的应用性理论研究划分为品牌认知、品牌形象、品牌态度及购买意向等4类。通过剖析现有文献分析该领域存在的研究局限,提出重视体育赞助效果评估的理论整合研究、挖掘体育赞助效果评估前因与结果因素、引入脑智科学和计算机模拟科学技术以及开发本土化体育赞助效果评估理论体系等建议。
With the methods of literature review,the theoretical basis of consumer-focused sports sponsorship effectiveness evaluation is analyzed.It believes that the theories of social psychology,marketing communication and brand economics constitute the theoretical basis in this field.According to corporates’sponsorship marketing goals,the research on the application of these theories can be classified into sponsor awareness,sponsor image,brand attitude and purchase intention.The research limitations are also summerized and the suggestions are put forward such as integrating theoretical studies,examining the causal-effect factors of the sponsorship effectiveness evaluation,applying brain science and computer imitation science technologies and developing native theoretical system of sports sponsorship effectiveness evaluation,etc.
作者
桑潇
刘兵
SANG Xiao;LIU Bing(School of Economics and Management,Shanghai University of Sport,Shanghai 200438,China;School of Physical Education,Shanghai University,Shanghai 200444,China)
出处
《上海体育学院学报》
CSSCI
北大核心
2020年第8期33-46,共14页
Journal of Shanghai University of Sport
基金
国家社会科学基金一般项目(15BTY029)。
关键词
体育赞助
效果评估
消费者视域
理论综述
品牌认知
品牌形象
品牌态度
购买意向
sports sponsorship
effectiveness evaluation
consumer-focused
theoretical review
sponsor awareness
sponsor image
brand attitude
purchase intention
