体育赞助营销对大学生品牌意识的影响(2)
Over the past thirty years, sponsorship has been developed to be an important global industry. Thus sponsorship marketing has been taken as an important communication tools and business investment behavior. And sports sponsorship marketing, as one of the specific way of sponsorship marketing, is a very effective marketing communication strategy. According to a study, if a company wants to increase brand awareness all over the world, it need spend 20,000,000 dollars making advertisement when 1% awareness rises, but if using this money in large sports games, such as the Olympic and the World Cup, it can increase awareness by 10% and obtain a better economic interests.
Since the Beijing 2008 Olympic Games has been hold successfully, sports industry has been into a golden time in China. And with the more popularity on sports and awareness on health, sports activities will become an important part of consumer market, which offers a good chance for the development of sports sponsorship marketing. The main reason for its rapid development is that it affects the process of brand awareness on consumer. So this paper is, form this aspect, to prove the affluence of sports sponsorship marketing on college students’ brand awareness empirically and theoretically.
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