顾客体验对体育用品品牌资产的影响研究  

The Effects of Brand Equity in Sports Goods Industry with Customer Experience

作　　者：孙文树[1] 樊申元[1] 

机构地区：[1]安徽科技学院体育教学部,安徽凤阳233100

出　　处：《皖西学院学报》2015年第2期114-118,共5页Journal of West Anhui University

基　　金：安徽省体育局重点项目(ASS2014137);安徽科技学院人文社科研究项目(SRC2014386)

摘　　要：在文献回顾的基础上,验证了Brakus的顾客体验量表和Yoo&Donthu的品牌资产量表在中国体育用品行业的适用性,并检验了顾客体验对体育用品品牌资产的影响作用。结果表明,在体育用品领域,顾客体验各维度对体育用品品牌资产各维度的影响作用具有差异性。情感体验与感官体验对品牌资产各维度均有显著的正向影响;行为体验仅对感知质量有显著的影响;智力体验对体育用品品牌资产各维度的影响均不显著。这为体育用品企业的体验营销和管理人员提供了参考依据。On the basis of literature review, this paper verified the applicability of the customer experience scale of Schmitt and brand equity scale of Yoo ＆ Donthu in the sports goods industry in China, and examined the impact effects of customer experience on brand equity. The results show that each dimension of customer experience has different effect on brand equity in the field of sports goods. Emotional experience and sensory experience have significant positive influence on each dimension of brand equity; Behavior experience has only significant effect on perceived quality; Intellectual experience has no significant effect on each dimension of brand equity. It provides the reference basis for the sports goods enterprise＇s experience in marketing and management.

关 键 词：顾客体验 品牌资产 体育用品 

分 类 号：F713.55[经济管理—市场营销]