CAJ | 학술논문

系统回顾影响赛事赞助效果的制约因素,根据双重能力模型指出赛事吸引力和赞助赛事的地位及赞助商赞助赛事与赞助商的一致性是影响赞助效果的重要因素。平衡理论调和理论和意义迁移模型更进一步说明赛事与赞助商的一致性是影响赛事赞助效果的重要因素。
계통회고영향새사찬조효과적제약인소,근거쌍중능력모형지출새사흡인력화찬조새사적지위급찬조상찬조새사여찬조상적일치성시영향찬조효과적중요인소。평형이론조화이론화의의천이모형경진일보설명새사여찬조상적일치성시영향새사찬조효과적중요인소。
The author concludes what affects sponsorship communication systematically.According to the double capability model,the author finds event attractiveness and event status,sponsors and the congruence of sponsors and events all affecting the outcome of sponsorship communication.The balance theory,the adaption theory and meaning transfer model further explain the importance of congruence of sponsors and events.