Understanding sponsorship effects
本文提出了一个理解商业赞助对消费者影响的框架，定义了善意、形象转移和粉丝参与等关键概念，并构建了赞助如何影响消费者的模型。
This article offers a framework for understanding the effects of commercial sponsorship on consumers. It defines and explores certain tenets essential to understanding sponsorship effects, namely, goodwill, image transfer, and the concept of fan involvement, and relates these tenets to the achievement of a consumer response, building to a proposed model of how sponsorship “works” in relation to consumers. © 2001 John Wiley & Sons, Inc.