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  • 學位論文

消費者對企業贊助藝文活動效益之研究

A study of the effectiveness of consumer to corporate sponsorship in arts events.

指導教授 : 黃志文 林光賢
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摘要


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關鍵字

藝文贊助 涉入 配適度 態度

並列摘要


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並列關鍵字

art events sponsor involvement fitness attitudes

參考文獻


彭小慧 (2003)。運動管理學。台中:華格那。
Bloch, P. H. and Richins, M. L.(1983). A Theoretical Model for The Study of Product Importance Perceptions. Journal of Marketing, 47(3) , pp. 69-81.
Cermak, D. S. P., File, K. M. and Prince, R. A.(1994). Customer Participation in Service Specification and Delivery. Journal of Applied Business Research, 10(2), pp.90-97.
Cornwell, T. B. and Maignan, I. (1998). An International Review of Sponsorship Research. International Journal of Advertising, 27(1), pp. 1-21.
D’Astous, A. and Bitz, P. (1995), Consumer Evaluations of Sponsorship Programmes. European Journal of Marketing, 29(12), pp.6-22.

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