Research on Sports Sponsorship Effectiveness

DOI

10.2991/emle-17.2017.98How to use a DOI?

Keywords

sports sponsorship effectiveness; effect factors; effectiveness evaluation

Abstract

With the vigorous development of sports sponsorship market, sports sponsorship has increasingly become an important means of communication to enhance the image of enterprises and highly achieve the enterprise goals. Based on the analysis of the sports sponsorship effectiveness and the impact factors of sports sponsorship effectiveness, this paper establishes the sports sponsorship effectiveness evaluation mode from three perspectives, that is, from customers' perspective, from cooperative perspective, from social benefits perspective.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hailang Yu
AU  - Qinyu Tan
PY  - 2017/12
DA  - 2017/12
TI  - Research on Sports Sponsorship Effectiveness
BT  - Proceedings of the 3rd International Conference on Economics, Management, Law and Education (EMLE 2017)
PB  - Atlantis Press
SP  - 472
EP  - 476
SN  - 2352-5428
UR  - https://doi.org/10.2991/emle-17.2017.98
DO  - 10.2991/emle-17.2017.98
ID  - Yu2017/12
ER  -