| 基于观众视角的体育赛事品牌资产测量研究 |
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| 引用本文： | 段艳玲,刘兵.基于观众视角的体育赛事品牌资产测量研究[J].武汉体育学院学报,2017,51(5):15-20. |
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| 作者姓名： | 段艳玲 刘兵 |
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| 作者单位： | 1. 武汉体育学院 经济与管理学院, 湖北 武汉 430079;2. 上海体育学院 经济管理学院, 上海 200438 |
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| 基金项目： | 国家体育总局哲学社会科学研究项目（2275SS16012）；湖北省教育厅哲学社会科学研究重大项目（16ZD034）；湖北省教育厅人文社会科学研究项目（16Y149）；武汉体育学院青年教师科研基金项目（2016QS02）。 |
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| 摘 要： | 随着体育赛事在国内快速发展，体育赛事品牌资产的构建与测量成为重要的研究课题。针对驱动我国体育赛事品牌资产的构成要素特征，构建了基于观众感知的体育赛事品牌资产测量量表，利用问卷调查对测量模型进行了实证检验，量表的信度和效度通过了检验。研究结果表明：体育赛事品牌资产由赛事品牌形象和赛事品牌认知两个维度构成，其中赛事服务、场馆社区、品牌标志、组织属性、社会互动和赛场消费优惠是构成我国体育赛事品牌形象的重要驱动要素，而观众对体育赛事的心理承诺和身份认同是影响赛事品牌认知的主要因素。研究结论弥补了我国体育赛事品牌资产管理研究不足，为我国体育赛事品牌资产管理提供了有价值的理论指导和实践指南。
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| 关 键 词： | 体育赛事 品牌资产 品牌形象 品牌认知 |
Measurement of Sports Event Brand Equity Based on Spectator Perspective |
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| DUAN Yanling,LIU Bing.Measurement of Sports Event Brand Equity Based on Spectator Perspective[J].Journal of Wuhan Institute of Physical Education,2017,51(5):15-20. |
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| Authors: | DUAN Yanling LIU Bing |
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| Institution: | 1. Economy and Management School, Wuhan Sports Univ., Wuhan 430079, China;2. School of Economy and Management, Shanghai Univ. of Sport, Shanghai 200438, China |
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| Abstract: | With the rapid development of sports events, the construction and measurement of ports event brand equity become an important research topic. This paper presented a measurement scale of spectator-based sports event brand equity according to the driving factors' characteristics of sports event brand equity, and tested the measurement model empirically based on a survey. The measurement model reflected high reliability and validity. The research results indicated that the sports event brand equity was composed of the brand awareness and brand association. Specifically, the event services, stadium community, brand mark, organization attributes, social interaction and consumption concessions were the important driving factors of brand image, and the spectator's psychological commitment and identification for the event affected the brand awareness significantly. The study was hoped to enrich the domestic sports event brand equity management theory, and provide valuable theoretical guidance and practical implications. |
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| Keywords: | sports event brand equity brand image brand awareness |
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