健身俱乐部品牌联想与品牌忠诚度的关系评估——基于我国健身俱乐部的实证研究  

Assessing the Relationship between Brand Association and Brand Loyalty in Chinese Fitness Club——Base on the empirical study of fitness club in China

作　　者：张森[1] 

机构地区：[1]河南大学体育学院,河南开封475000

出　　处：《哈尔滨体育学院学报》2016年第5期7-12,共6页Journal of Harbin Sport University

基　　金：国家体育总局哲学社会科学研究项目(编号:1934SS13095)

摘　　要：以探究消费者对健身俱乐部的品牌联想与品牌忠诚度之间的关系为研究内容,采用文献资料法、问卷调查法和数理统计法,对我国健身俱乐部消费者的品牌联想与品牌忠诚度的关系进行测评。研究得出:品牌联想可以对健身消费者的品牌忠诚度进行预测,品牌联想的性价比和邻近度两因子与品牌忠诚度呈显著正向相关,而品牌标识吸引力和自豪感两因子则与品牌忠诚度呈显著负向相关,以性价比因子对品牌忠诚度的预测最为显著。健身俱乐部从业人员可以利用本研究结果对我国健身消费者的品牌联想进行测量、识别,亦可据此制定相应策略来提升市场营销行为的针对性和有效性。For the purpose of explore the relationship between brand association and brand loyalty in fitness club,used the approach of literature material,questionnaire survey and mathematical statistics,evaluated the relationship between the brand association and brand loyalty in the sports fitness industry. The results as followed： brand association can predict consumer＇s brand loyalty in sports fitness industry. The dimension of performance / price ratio and the location have a positive correlation with brand loyalty. Logo and pride have a negative correlation with brand loyalty significantly. The dimension of value / price can predict brand loyalty significantly. fitness club＇s employee could use the result of this study to measure and identify of fitness consumer brand association. meanwhile,set out countermeasures to increase the purposeful and effective of marketing.

关 键 词：健身俱乐部 品牌联想 品牌忠诚度 关系 评估 

分 类 号：G80-05[文化科学—运动人体科学]