| 体育品牌体验与消费者品牌忠诚的关系研究——基于Designed to Move活动 |
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| 引用本文： | 孙文树.体育品牌体验与消费者品牌忠诚的关系研究——基于Designed to Move活动[J].吉林体育学院学报,2014(6):14-19. |
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| 作者姓名： | 孙文树 |
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| 作者单位： | 安徽科技学院体育教学部，安徽凤阳 233100; 华东师范大学体育与健康学院，上海 200241 |
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| 摘 要： | 本文以Designed to move活动为基础,分析体育品牌体验对消费者行为(品牌忠诚)的影响,这种形式的品牌体验能够给消费者的生命资产和生活价值观带来影响,具有研究价值。本文采用Brakus的SEMs模型测量品牌体验,通过实证分析,探究了感官体验、情感体验、行为体验和智力体验与品牌忠诚之间的作用关系。分析发现,感官体验、行为体验和智力体验对品牌忠诚有显著的正向影响作用,与以往研究不同的是,在体育品牌体验中情感体验对品牌忠诚影响不显著,这对体育企业的营销活动和体验手段具有现实的指导意义。
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| 关 键 词： | 品牌体验 体育品牌 品牌忠诚 Designed to move活动 |
Study on the Relationship Between Sports Brand Experience and Customer Brand Loyalty---Take Designed to Move As an Example |
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| SUN Wen-shu.Study on the Relationship Between Sports Brand Experience and Customer Brand Loyalty---Take Designed to Move As an Example[J].Journal of Jilin Institute of Physical Education,2014(6):14-19. |
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| Authors: | SUN Wen-shu |
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| Institution: | SUN Wen-shu ( 1. Department of Sports Education, Anhui Science and Technology University, Fengyang 233100, Anhui; 2. Department of Sports and Health, East China Normal University, Shanghai 200241 ) |
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| Abstract: | This article is taking Designed to move as the foundation,analyzing the influence of sports brand experience on consumers＇ behavior（brand loyalty）,this kind of brand experience can affect consumers＇ life assets and life values,therefore that has the research value. This article adopts the Brakus SEMs model measuring brand experience,through the empirical analysis,explored the relationship between sensory experience,emotional experience,action experience,intellectual experience and the brand loyalty. Studying found that the sensory experience,behavior,experience and intellectual experience have significant positive influence on brand loyalty,in contrast to previous researches,the emotional experience has no significant influence on brand loyalty. These results have great realistic guiding significance to sports enterprise marketing activities and experience means. |
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| Keywords: | brand experience sports brand brand loyalty Designed to move |
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