运动赞助商形象与职业联赛口碑的实证研究——基于品牌知觉行为  

An Empirical Study of Sports Sponsor Image and Professional League Word of Mouth:Based on Perceived Brand Behavior

作　　者：高岩[1] 李凌[1] 翁银 GAO Yan;LI Ling;WENG Yin(School of PE,Shandong University,Jinan 250061,China;Jilin Sport University,Changchun 130022,China)

机构地区：[1]山东大学体育学院,山东济南250061 [2]吉林体育学院,吉林长春130022

出　　处：《天津体育学院学报》2019年第3期214-219,共6页Journal of Tianjin University of Sport

基　　金：国家自然科学基金项目(项目编号:71403149);中国博士后面上基金项目(项目编号:2017M622169);山东省社科规划项目(项目编号:19CTYJ12);山东大学青年学者"未来计划"(项目编号:2017WLJH17)

摘　　要：职业联赛品牌形象建立与赛事口碑对赛事消费具有重要作用,引入品牌知觉行为的回归模型,从职业联赛消费者的品牌认知视角切入,旨在探究职业联赛消费者品牌认知层面下的品牌感知、品牌价值和品牌涉入,与运动赞助商形象对职业联赛口碑的影响效果。研究发现,职业联赛消费者的品牌认知层面下的品牌感知、品牌价值、品牌涉入程度均对运动赞助商品牌形象与职业联赛口碑有正向影响,并且运动赞助商形象也对职业联赛口碑呈显著的正向影响效果等。基于此,赛事消费者对运动赞助形象与职业联赛口碑的研究又进一步得到验证。认为,应构建"消费者品牌涉入程度与品牌感知"的提升路径,并强化与完善消费者品牌价值环节等。The establishment of professional league brand image and the popularity of the game have an important role in the consumption of the event. This study introduced the regression model of brand perception behavior,from the perspective of brand awareness of professional league consumers,aiming to explore the professional brand awareness of consumer brands. Brand perception,brand value and brand involvement and the influence of sports sponsor image on professional league word of mouth. The results showed that the brand perception,brand value and brand involvement degree of the professional league consumers’ brand cognition have positive influence on the sports sponsor brand image and professional league word of mouth,and the sports sponsor image is also on the professional league. Word of mouth has a significant positive impact effect. Based on this,the sports sponsorship image and professional league word-of-mouth of the event consumers has been further verified. This study believes that the promotion path of "consumer brand involvement degree and brand perception" should be constructed,and the consumer brand value link should be strengthened and improved,etc.

关 键 词：运动赞助商形象 职业联赛口碑 消费者品牌认知 品牌知觉行为 

分 类 号：G800.5[文化科学—运动人体科学]