基于顾客忠诚度的我国民族体育用品品牌资产提升路径研究  

Research on Chinese Sports Brand Equity Promotion Path Based on the Customer Brand Loyalty

作　　者：许彩明[1] 于晓明[1] 孙晋海[2] 

机构地区：[1]中国矿业大学体育学院,徐州221116 [2]山东大学体育学院,济南250100

出　　处：《西安体育学院学报》2016年第3期317-323,共7页Journal of Xi'an Physical Education University

摘　　要：提高消费者品牌忠诚度是实现我国民族体育用品品牌资产提升的重要路径。采用文献资料法、问卷调查法、数理统计法,以消费者品牌忠诚度为中介,结合结构方程实证分析,研究了我国民族体育用品品牌资产提升实施路径。研究表明,民族体育用品企业品牌资产价值体现于消费者品牌忠诚度;消费者民族体育用品感知价值正向影响其满意度,消费者满意度正向影响其民族体育用品品牌信任,消费者品牌信任正向影响其品牌忠诚度。体育明星代言营销和体育赛事赞助营销对于消费者民族体育用品品牌忠诚度无影响;消费者个人民族情感动机既可以通过正向影响其品牌感知价值,进而影响其品牌忠诚度,也可以直接正向影响品牌忠诚度。Improving consumer brand loyalty is the important path of promoting national sports brand equity. With the methods of literature consultation,questionnaires and statistics,mediated by customer brand loyalty,combined with structural equation empirical analysis,this paper studies the implementation of promoting national sports brand equity. Results show that national sports goods enterprises brand asset reflected in the consumer brand loyalty. Consumers＇ value perceptions has an positive impact on the national sporting goods satisfaction,which has the positive influence on the consumer brand trust,and brand trust exerts positive influence on brand loyalty; the marketing of star endorsement and sponsorship imposes no effect on the national sporting goods brand loyalty; consumers＇ national emotion not only affected brand loyalty through the brand value; but also projects directly positive influence on consumers＇ brand loyalty.

关 键 词：民族体育用品 品牌资产 消费者 品牌忠诚度 

分 类 号：G80-052[文化科学—运动人体科学]