Analysis of Factors Influencing Sponsorship of Exhibition Projects by Sponsors_Vol. 1 No. 2 (JBM 2024)_Journal of Business and Marketing (ISSN: 3005-5717)

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Analysis of Factors Influencing Sponsorship of Exhibition Projects by Sponsors

DOI: https://doi.org/10.62517/jbm.202409204

Author(s)

Guoqing Liu1, You Chen2,*

Affiliation(s)

1College of Foreign Studies, Guangdong University of Science and Technology, Dongguan, China 2School of Education, Graduate University of Mongolia, Ulaanbaatar, Mongolia *Corresponding author

Abstract

As one of the vital forms of modern commercial activities, exhibition projects are receiving more and more attention and participation from sponsors. This paper aims to analyze the factors that influence sponsorship of exhibition projects, and gain a deeper understanding of the key factors that sponsors consider when choosing sponsorship for exhibition projects. By analyzing the target audience, brand value, industry relevance, project content and theme, expected returns, as well as cost and resource investment, the core goals of sponsoring exhibition projects are revealed. The research results can serve as a reference for sponsors, exhibition organizers, and relevant practitioners, providing a theoretical basis for improving the sponsorship effect of exhibition activities.

Keywords

Sponsor; Sponsorship; Exhibition Projects; Influence Factor

References

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