国外赞助营销研究新进展
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外国经济与管理 2005 年 第 27 卷第 05 期, 页码：28 - 33
摘要
参考文献
摘要
在过去的30年里,赞助已从少数工业化国家不起眼的经济活动演变成重要的全球性产业。赞助营销也随之被看作是企业重要的传播工具及商业投资行为。然而,由于赞助形式多样,因此有关它的研究及实践,学术界仍存在诸多分歧和疑问。本文通过对近年来较为重要的国外文献的梳理,比较详细地描述了赞助及赞助营销的本质、管理要点、运用策略及效果评估等方面研究的新进展,以期为国内研究者提供可资参考的文献,并为未来研究打下一定的理论基础。
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[2]Bj rnWalliserAn international review of sponsorship research: extension and update[J]International journal of ad vertising,2003,22:5-40
[3]ChandonPierre,BiranWansink andGillesLaurentA benefit congruency framework of sales promotion effectiveness[J]Journal ofMarketing,2000,64(4):65-81
[4]CornwellT BettinaSponsorship linked marketing development[J]SportMarketingQuarterly,1995,4(4):13-24
[5]CornwellT Bettina&MaignanIsabelleAn international review of sponsorship research[J]Journal ofAdvertising,1998,27(Sep/1):1-21
[6]CornwellT B,PruittS W & vanNessR The value of winning in motor sports: sponsorship linked marketing[J]Jour nal ofAdvertisingResearch,2001,41(1):17-31
[7]Cunningham,Peggy,ShirleyTaylor andCarolynReederEvent marketing: the evolution of sponsorship from philan thropy to strategic promotion[R]Proceedings of theSixthConference onHistoricalResearch inMarketing andMarket ing thought,EastLansing,MI:MichiganStateUniversity,1993:407-425
[8]DennisM Sandler&DavidShaniOlympic sponsorship vs ambush marketing: who gets the gold[J]Journal ofMarket ingResearch[J]1989,(Aug/Sep):9-14
[9]EmmaJagre,JohnJ Watson andJohnG WatsonSponsorship and congruity theory: a theoretical framework for explai ning consumer attitude and recall of event sponsorship[J]Advance inConsumerResearch,2001,28:439-446
[10]GeorgeE Belch andMichaelA BelchAdvertising and promotion[M]McGraw-HillCompany,2001
[11]HulksBobShould the effectiveness of sponsorship be assessed and how[J]Admap,1980,(Dec):623-627
[12]McDonaldColinSponsorship and the image of the sponsor[J]EuropeanJournal ofMarketing,1991,25(11):31-38
[13]MeenaghanJohnA Commercial sponsorship[J]EuropeanJournal ofMarketing,1983,7(7):5-73
[14]MeenaghanJohnA Current developments and future directions in sponsorship[J]InternationalJournal ofAdvertis ing,1998,17(1):3-28
[15]M HiestandAmbush marketing becomesOlympic event[J]Adweek,1987,17,(Nov):2-4
[16]NoraJ Rifon.Congruence effects in sponsorship[J]Journal ofAdvertising,2004,33(1):29-42
[17]OtkerTonExploitation: the key to sponsorship success[J]EuropeanResearch,1988,16(2):77-85
[18]PolonskyMichael,DennisSander andMarianneCascySmall business and sport sponsorship: theAustralian experience[J]Journal ofPromotionManagement,1995,3(1/2):121-140
[19]PhamMichelTuanThe evaluation of sponsorship effectiveness: a model and some methodological considerations[J]Gestion,2000,19:47-65
[20]TonyMeenaghanAmbush marketing- a threat to corporate sponsorship[J]Sloan management review,1996,(Fal):104-113
引用本文
卢长宝. 国外赞助营销研究新进展[J]. 外国经济与管理, 2005, 27(5): 28–33.
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