| 消费者感知的中超联赛部分赞助企业品牌资产构成维度与整体品牌资产相关性的实证研究 |
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| 引用本文： | 桑潇,刘兵.消费者感知的中超联赛部分赞助企业品牌资产构成维度与整体品牌资产相关性的实证研究[J].首都体育学院学报,2020(2):100-107. |
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| 作者姓名： | 桑潇 刘兵 |
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| 作者单位： | 上海体育学院经济管理学院 |
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| 基金项目： | 国家社会科学基金一般项目(15BTY029)。 |
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| 摘 要： | 体育赞助对企业品牌资产价值增长的重要作用已被国外学者广泛证实,但对品牌资产模型的检验及品牌资产构成维度对整体品牌资产的影响鲜有研究,尤其对我国的体育赞助企业的品牌资产研究尚不深入。基于此,从消费者角度分析中超联赛赞助企业的品牌资产,依据Aaker的品牌资产理论,从品牌认知、感知质量、品牌联想和品牌忠诚度4个维度与整体品牌资产的相关性进行了实证研究。研究发现,感知质量和品牌忠诚度能够显著正向影响整体品牌资产,而品牌认知和品牌联想对整体品牌资产不具有显著性影响。最后,提出了中超联赛赞助企业的营销策略,以期为中超联赛赞助企业品牌资产价值增长提供理论参考。
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| 关 键 词： | 中超联赛 体育赞助 消费者 赞助商 品牌资产 品牌忠诚度 品牌认知 品牌联想 感知质量 |
Empirical Research on the Correlation between the Constituent Dimensions and Overall Brand Equity of Some Enterprises Sponsored by Chinese Football Association Super League in the Perception of Consumers |
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| SANG Xiao,LIU Bing.Empirical Research on the Correlation between the Constituent Dimensions and Overall Brand Equity of Some Enterprises Sponsored by Chinese Football Association Super League in the Perception of Consumers[J].Journal of Capital College of Physical Education,2020(2):100-107. |
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| Authors: | SANG Xiao LIU Bing |
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| Institution: | (School of Economy and Management,Shanghai University of Sport,Shanghai 200438,China) |
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| Abstract: | The important role of sports sponsorship in increasing the value of corporate brand equity has been widely confirmed by foreign scholars, but there are few studies on the influence of model test of brand equity and its constituent dimensions on the overall brand equity, especially on the brand equity of Chinese sports sponsorship enterprises. Based on it, the brand equity of Chinese Football Association Super League(abbreviation CSL) sponsors is analyzed from the perspective of consumers, and an empirical study is conducted on the correlation between brand equity and the overall brand equity from four dimensions of brand cognition,perceived quality, brand association and brand loyalty based on Aaker’s brand equity theory model. The study found out that perceived quality and brand loyalty can significantly positively affect the overall brand equity,while brand recognition and brand association have no significant influence on the overall brand equity. The marketing strategies of the sponsors of CSL are put forward in the conclusion, so as to provide suggestions and theoretical references for the growth of the brand equity value of Chinese super league sponsors. |
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| Keywords: | CSL sport sponsorship consumers sponsors brand equity brand loyalty brand cognition brand association perceived quality |
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