cognition in sports 中文意思是什麼
cognition in sports
解釋
運動認知-
The research from the corporate oriented perspective focuses on explaining the evaluation and choice of sports sponsorship plan. most of this kind of research is on establishing the expectations of sports sponsorship in brand management. the expectations include the creation of positive attitude, affect and cognition as well as the exaltation of brand image and associations
本文引入為以往研究所忽視的品牌個性理論和匹配理論，將體育賽事作為獨立品牌實體進行研究，利用品牌個性量表（ bps ）測量體育賽事和贊助商的品牌個性，通過分析體育贊助營銷中的贊助商和體育賽事在品牌個性上的匹配情況，結合贊助商的贊助目的，評估體育贊助營銷的效果。
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