摘要
本文将Keller关于消费者的品牌资产的观点与体育赞助结合起来,在前人对体育赞助和品牌资产研究的基础之上,具体阐述企业应该如何运用体育赞助这一现代社会越来越热门的营销方式,管理体育赞助中基于消费者的品牌资产,从而不断地提高自身的品牌知名度,树立起良好的品牌形象。同时,也给中国企业如何参与体育赞助提出了一些建议。
This text intends to apply customer-based brand equity proposed by Keller to sports sponsorship at the first time.On the basis of reviewing about the issues of sports sponsorship and brand equity by former scholars,the text emphasizes on the point of Keller＇s consumer-based brand equity,and expatiates on how to use sports sponsorship----the most popular marketing method in modern society for enterprises,through building,measuring,and managing customer-based brand equity,to potentially enhance their brand awareness and set up their favorable brand image.Meanwhile,the text also puts forward some suggestion to Chinese enterprises on participating in sports sponsorship.
出处
《新闻界》
CSSCI
北大核心
2010年第3期150-152,共3页
Journalism and Mass Communication
