| Sports sponsorship has become an important form of corporate marketing communications. Corporations, sponsored organizations, agents, as well as academic organizations, pay much attention to communication effects of sports sponsorship. However, academic research on sponsorship effects is still sparse in China, although popular overseas.The research, which is highly related to the measurement of sponsorship effects of C&D Xiamen Internationl Marathon 2005 , is a theory item of the marketing department of the Organizing Committee of Xiamen Internationl Marathon. It aims to create a theory system for sponsored organizations and corporations, and give some advices to these corporations. Main contents are as follows.Aspect of literature review: By literature research, the author analyzes 35 english articles, which are related to communication effects of sports sponsorship. Main foreign related theories are summarized systematically as follows: Information Planting Effects, Spreading Activation, Attribution Theory and Discounting Principle, Balance Theory, Effects of Image Transfer, Congruence Effects, Social Identity Effects, Market Prominence Effects, and Effects of Integrated Marketing Communications etc.Aspect of new standpoints: On the basis of literature review, the author offers and explains new theories as follows: the contrast table of all kinds of marketing communication tool, the hypothesis of 2-factor theory about repetitional exposure of sports sponsorship, new explanation about Effects of Image Transfer.Aspect of application: On the basis of literature review and new theory standpoints, the author makes a summary of positive and negative factors which affect communication effects of sports sponsorship. Furthermore, taking Xiamen Internationl Marathon as an example, the author analyzes the sponsorship effects of the game and gives some suggestions to the marketing department of the game, which may help other corporations to improve sports sponsorship effects. |
PDF Full Text Request