中外体育品牌资产的比较研究  

A Comparative Study on Sports Brand Property of Chinese and Foreign

作　　者：金昱[1] 崔春山[2] 

机构地区：[1]辽宁师范大学体育学院,辽宁大连116029 [2]大连交通大学,辽宁大连116028

出　　处：《湖北体育科技》2014年第2期115-117,共3页Hubei Sports Science

摘　　要：比较分析中外体育品牌资产,认识国内体育品牌中存在的问题。数据处理采用SPSS15.0统计软件进行了频度分析、因子分析、信度分析和独立样本t检验等研究方法得出以下结果。品牌个性因子中国外高于国内,品牌的感知品质因子中国外高于国内,品牌忠诚度因子中国外高于国内。The purpose of this study is through the comparative analysis of Chinese and foreign sports brand equity, understanding the problems existing in the Chinese sports brand. This study used SPSS15.0 statistical software for the frequency analysis, factor analysis, reliability analysis, and independent samples t-test. The results are followed： external brand＇s personality factor is the higher than China; external brand＇s perception quality factor is higher than China; external brand loyalty factor is higher than China.

关 键 词：体育品牌 品牌资产 发展策略 

分 类 号：G80-05[文化科学—运动人体科学]