XXXX年亚运会与广州城市品牌资产的增值路径探析

29520099JournalofGuangzhouSportUniversityV0129No5SepL200920101223(151144225106313510275)GS0A1007323X(2009)05003905Guangzhou2010AsianGamesandtheValueaddedPathoftheCityBrandEquityFUShalilTANhua2CHENHuirain23(1GuangzhouVocationalCollegeofTechnology&BusinessGuangzhou511442China2SouthChinaNormalUniversityGuangzhou510631China3SchoolofBusinessSunYatsenUniversityGuangzhou510275China)AbstractThecitybrandequityembodiestheinteractionbetwnurbanconsumersandcitybrandsSportingeventsandculturalactivitieswillstrengthenthebrandassociationthecorevaluesthecityspiritdisseminationandmaintenanceofthebrandimageofacityWeCanmakeeofthesixteenthAsianGamestOintegratecitybrandpositioningbrandchoiceofcorn-petitivestrategyandbrandcommunicationactivitiestohavethecitybrandvalueaddedKeywordsAsianGamesCityBrandEquityofCityBrandValueaddedofBrandEqIIit)r(Awareness)(Familiarity)(Favor-ability)(Crowley1991Marshall1992Menahga1991Meerabeau1991)20090525(1969)2010(06N01)39291(brand)209021()()(1)(2)(3)(4)40(5)(6)(7)(8)(9)(10)(kewinlanekeller2001)221()2001()()()Ill22291993199620012008200812(20082020)20001997200416061020082920104l2932010312010()32()331()(42)29161616[1][][M]()20069[2]KevinLaneKellerStrategicBrandManagement[M]()200310[3][J]20063(4)[4][M]2003131156[5][J]20049[6][M]2002[7][J]2007(5)[8][J]2005(2)[9][J]2008(4)[10][J]2009(1)[11][J]2009(2)43