共查询到18条相似文献，搜索用时 552 毫秒
1.
职业运动能够引起体育迷们强烈的情感反应,这一情感联系要优于其他所有产业.职业体育组织也努力利用这种情感联系来构建其品牌权益.由于职业体育产业的特殊属性,建立品牌权益的相关研究对其发展具有重要的价值.本研究提出修改自Gladden and Mline (1999)及Richelieu(2004)的职业运动球队品牌权益建构的理论模型,研究结果认为,职业运动球队可以利用其同球迷强烈的情感联系,通过有计划的品牌管理构建品牌权益,并为球队带来可持续的竞争优势与利益. 相似文献
2.
NBA俱乐部命名规律探析 总被引：1，自引：0，他引：1
运用文献资料法等对NBA联盟球队的命名规律进行研究,以期为我国职业体育的发展提供借鉴。NBA联盟球队的命名具有如下特点:所有名称均为中性名称;名称长期保持不变;名称长度一般不超过两个英文单词;名称富含地方特色,命名强调球迷的参与。NBA球队的命名有利于形成球队的地方归属感,容易被广大球迷认同,为塑造良好的俱乐部品牌打下良好基础。建议我国职业体育俱乐部也宜采用"地名+中性称谓"的命名方式。 相似文献
3.
基于顾客体育健身消费情感的视角,结合体育健身服务业的行业背景,从服务质量、顾客价值、顾客满意、顾客忠诚4个维度设计22个封闭式问题对体育健身服务业顾客忠诚度的驱动因素进行测评.研究认为:体育健身服务业的顾客忠诚是多维度的,主要体现在推荐意向、购买意愿、价格容忍、抱怨行为四个方面;体育健身服务业的顾客忠诚程度主要表现在重复参与消费,而实现重复消费的前提是健身服务产品得到消费者的认可,使消费者对健身服务产品形成一定程度的偏好,消费者特征上的差异会影响顾客忠诚度的形成,服务质量、服务满意等对体育健身服务行业的忠诚度也产生相应的影响. 相似文献
4.
李刚 《上海体育学院学报》2020,(3):54-54
体育比赛会提高球迷的情绪强度,一方面提升球迷对本方球队的兴趣和参与度,另一方面也使他们对其他球队球迷采取非理性的负面行为。美国佛罗里达大学Brian M.Mills等的《高校橄榄球对抗性语境下的最后通牒博弈》(The Ultimatum Game in the College Football Rivalry Context)一文,首次在体育管理学研究中运用行为经济学方法研究不同球队球迷间的互动行为。 相似文献
5.
对2010赛季中超北京、上海、南京三个赛区的球迷忠诚度进行了调查。运用品牌忠诚理论、数学中的复平面概念的方法对球迷忠诚度进行分类和测量,较准确地反映了职业足球球迷忠诚度的现状,并试析其下一步的政策导向。 相似文献
6.
职业体育中高度变化的商业环境凸显了在管理、营销和服务等领域研究消费者动机的重要性。国外学者对球迷观赛动机进行了深入的研究,并取得了很多有价值的研究成果。本文从球迷观赛动机的3个组成构面:球迷忠诚度、球迷内在动机和球迷外在动机,分析动机因素对职业体育赛事消费的影响;基于对国外现有研究的梳理和述评,本文进一步解析上述研究成果对我国职业体育的管理体制、运行机制、塑造品牌、观众服务等方面的可应用性,并提出学术研究方向上的新建议。 相似文献
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通过对北京国安足球俱乐部256名会员球迷和246名非会员球迷进行消费行为性忠诚度和消费性意向忠诚度两个维度的现场问卷调查。以比较两类球迷的主场比赛消费忠诚度。研究结果显示，在消费主场比赛时会员球迷的行为性忠诚度和意向性忠诚度均显著高于非会员球迷。因此推论会员球迷的主场比赛消费忠诚度高于非会员球迷。认为造成两类球迷主场比赛消费忠诚度差异的主要影响因素源自球迷的经济和情感方面。 相似文献
9.
《西安体育学院学报》2016,(3):317-323
提高消费者品牌忠诚度是实现我国民族体育用品品牌资产提升的重要路径。采用文献资料法、问卷调查法、数理统计法,以消费者品牌忠诚度为中介,结合结构方程实证分析,研究了我国民族体育用品品牌资产提升实施路径。研究表明,民族体育用品企业品牌资产价值体现于消费者品牌忠诚度;消费者民族体育用品感知价值正向影响其满意度,消费者满意度正向影响其民族体育用品品牌信任,消费者品牌信任正向影响其品牌忠诚度。体育明星代言营销和体育赛事赞助营销对于消费者民族体育用品品牌忠诚度无影响;消费者个人民族情感动机既可以通过正向影响其品牌感知价值,进而影响其品牌忠诚度,也可以直接正向影响品牌忠诚度。 相似文献
10.
赛事球迷忠诚是联赛生存和发展的基础,运用文献资料、逻辑分析等研究方法对赛事球迷忠诚的内涵、影响因素及其提升的路径进行了研究,以培育CBA赛事球迷忠诚度,促进联赛收益的持续增长。研究认为：CBA赛事球迷忠诚度影响因素主要包括赛事服务产品质量、赛事球迷价值和赛事球迷满意等因素;CBA赛事球迷忠诚度提升不仅需要确立CBA赛事球迷忠诚营销理念,还需要构建CBA赛事球迷忠诚驱动机制,进一步打造CBA赛事品牌,促进联赛持续发展。 相似文献
11.
Marketers are charged with the responsibility of attracting consumers and encouraging loyalty for their brands. Double jeopardy, a marketing law observed across numerous product and service settings, contends that loyalty is largely influenced by a brand's market share. There have been suggestions that sport may be one of the few areas immune to such effects, providing researchers with an opportunity to test how sport brand loyalty may be impacted by market share. The current research capitalises on this opportunity by assessing the effects of market share on attitudinal loyalty reported by a sample of 794 Australian sport fans. ANOVA tests revealed that fans of high market share brands displayed higher levels of attitudinal loyalty towards their favourite teams in comparison to small market share team fans. Further tests revealed that differences existed in terms of the brand association perceptions held by high and small market share team fans, and how these contributed to predicting attitudinal loyalty. Consequently, sport marketers should be cognisant of double jeopardy effects when evaluating sport brands and formulating marketing strategies, though future research is needed to determine the full applicability of double jeopardy within the sport context. 相似文献
12.
《Sport Management Review》2016,19(2):157-170
Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and non-members, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions. 相似文献
13.
David Hart 《Soccer & Society》2017,18(7):849-865
The ‘club versus country’ debate, which refers to an individual’s allegiance to their respective club and national teams, has become an increasingly popular topic for debate in the context of English football. Whilst prior work in this area has focused on the tensions between club officials and national associations, this study investigated the attitudinal and behavioural loyalty of fans towards club and national teams. Data were collected from 647 football fans across 16 English club teams utilizing a survey approach. Findings suggest that those with high levels of loyalty to their club are more likely to be loyal to the national team, questioning whether this is a ‘versus’ debate at all from the fan perspective. In addition, Premier League fans display lower levels of attitudinal loyalty to the national team than lower league fans, which may reflect underlying concerns that club players may sustain injuries in national team matches. 相似文献
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《Sport Management Review》2016,19(2):183-197
Brand communities have become an important aspect for brand management in social media. However, many brands have failed to establish a successful online brand community. In this study, we introduce branded communities as an alternative concept to brand communities. In contrast to brand communities, a branded community does not revolve around a specific (sport) brand, but around any interest or need. However, a specific brand makes use of the community for marketing purposes by sponsoring or operating the community. We emphasize the suitability of sport as an interest around which branded communities can be built as well as links of branded communities to sport sponsorship. We empirically studied the factors which influence the success of this phenomenon and the effects of operating or sponsoring such a community for a brand by using an online survey (N = 501) of members of a branded online community relating to football. The results demonstrate the relevance of topic interest (i.e., identification and involvement with football) and the quality of the community as determinants of interest in and loyalty towards a branded community. The brand owner benefits from an increase in brand loyalty for those community members who are aware of the brand as the operator of the community, whereby awareness of this sponsorship does not decrease loyalty towards the community. Our research contributes to previous knowledge by proving that branded communities are both an effective means for companies to deploy sponsorship and branding strategies in social media and provide a promising opportunity for sport managers to generate value. 相似文献
15.
Although the practice of building brand equity in the context of professional sport teams is popular, the formation of sport team brand equity in the sport marketing literature is still relatively unknown and incompletely understood. In this study, the authors propose a dual-identification model to examine the formation of sport team brand equity in an Asia-based professional team sport setting. Baseball fans (N = 548) of the Chinese Professional Baseball League (CPBL) in Taiwan participated in the self-administered survey. A Partial Least Squares Structural Equation Model analysis revealed that marketplace characteristics (including group experience, salient experience, team history, and fan rituals) and brand-identified-related factors (including self-congruity and team brand prestige) were significantly related to identification with sport team and identification with sport team brand, respectively. In turn, both identification with sport team and identification with sport team brand were significant predictors of sport team brand equity. These findings highlight the importance of studying a dual-identification model in order to understand how sport team brand equity forms and suggest implications for sport team managers. 相似文献
16.
基于品牌社群视角探讨球迷社群忠诚的形成机理。以上海申花球迷社群为调研对象,运用Baron和Kenny逐步法和Sobel test来检验变量间的中介效应及其显著性,构建品牌社群特征—品牌社群价值—品牌社群忠诚的关系路径。研究发现,品牌社群价值在品牌社群特征和品牌社群忠诚之间起到显著的中介作用,其中中介效应大于品牌社群特征的直接效应;探讨品牌社群价值四个维度的中介效应,情感性价值和休闲娱乐性价值的中介效应显著,且前者大于后者。体育社群营销人员要尤为重视满足球迷成员情感性价值需求和休闲娱乐性价值需求,不能仅仅停留在满足传统功能性价值和社交性价值。 相似文献
17.
研究以品牌关系质量理论和消费行为理论作为逻辑起点,通过社会网络分析法(SNA)发现男性球迷和女性球迷在参与职业足球赛事品牌消费时的消费行为存在意向差异,在沿着女性球迷社会角色和文化特征为主线的情况下,整理女性球迷参与下的品牌关系质量特征,将职业足球赛事品牌关系质量划分为满意、信任、承诺3个方面,并运用路径分析构建并验证女性球迷参与下的职业足球赛事品牌关系质量与口碑传播意向间的路径关系,以探究女性球迷参与职业足球赛事品牌消费的行为意向特点。结果表明,女性球迷更倾向于通过口碑接收和传播来表达她们对赛事品牌的参与意向,并且女性球迷在职业足球赛事品牌关系中的品牌满意是影响女性球迷口碑传播意愿的关键因素。 相似文献
18.
《Sport Management Review》2016,19(4):378-390
Two key law-like patterns – the double jeopardy and duplication of purchase laws – have consistently been found to explain and predict consumer behavior across a wide range of industries. There has been speculation that these empirical generalisations may not hold in the case of professional team sport brands. The reasons given include the passionate loyalty of sport fans, the fact that two sport teams must be consumed at once in any contest, and the strong geographic dominance of sport brands. In this study, we examine the applicability of these two law-like generalisations to professional team sport. With a few caveats, these law-like patterns hold, suggesting that sport team brands operate in line with what is known about other consumer markets. Results suggest the unique aspects of the sport market do not meaningfully impact consumer behavior and therefore sport brands should be managed in fundamentally the same way as most consumer markets. 相似文献