职业体育俱乐部球队认同感与品牌个性  

An Empirical Study of Team Identification and Brand Personality in Professional Sport Club

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：《体育科学研究》2017年第5期10-17,共8页Sports Science Research

基　　金：国家体育总局体育哲学社会科学研究项目(1934SS13095)

摘　　要：采用文献资料、问卷调查和数理统计等方法对职业体育俱乐部品牌个性的前置变量(企业识别系统、球员形象和联赛整体形象)与结果变量(球队认同感)的关系进行了分析,利用Aaker的品牌个性量表对职业体育俱乐部的品牌个性进行了测量,并对品牌个性与球队认同感之间的关系进行了评估。研究结果得出:企业识别系统、球员形象和联赛整体形象均能显著影响职业体育俱乐部品牌个性的五个维度(真诚、刺激、能力、优雅和强壮),品牌个性则能显著提升球队认同感;刺激和优雅的品牌个性与球队认同感呈现显著正向相关关系,能力品牌个性与球队认同感呈现显著负向相关关系。Adopting the methods of literature,network questionnaire and date statistics,this study analyzes the relationship between brand personality lead variables of four teams in professional sports clubs（ enterprise identification system,player image and image of professional sports leagues） and the result variable（ team identification）.At the same time,using the brand personality scale which designed by Aaker gives a assessment for brand personality of professional sport club.Conclusions are as followed： both of enterprise identification system,player image and image of professional sports club leagues has a significant positive impact on five dimensions of brand personality（ Sincerity,Excitement,Competence,Sophistication and Ruggedness）,brand personality can increase the team identity.Exciting and sophisticated Brand personality have a positive influence on team identification and while competence brand personality have a negative influence on team identification.

关 键 词：职业体育俱乐部 球队认同感 品牌个性 球员形象 

分 类 号：G80-05[文化科学—运动人体科学]