体育品牌全球化形象对顾客忠诚的影响研究  

Research on the Impact of Sporting Brand Globalization Image on Customer Loyalty

作　　者：王翔宇[1] 高扬[1] Wang Xiangyu;Gao Yang

机构地区：[1]成都体育学院经济管理学院,四川成都610041

出　　处：《江西社会科学》2020年第11期188-197,256,共11页Jiangxi Social Sciences

基　　金：国家社会科学基金西部项目“大数据时代体育企业营销变革研究”(15XTY002)。

摘　　要：顾客忠诚是消费者购买同一品牌的消费趋势,是对所偏爱产品的一种沉迷状态。而品牌全球化形象作为消费者对特定品牌全球形象感知程度的具象形式,应当成为影响顾客对品牌和产品感知价值乃至顾客忠诚的重要因素。选取体育用品市场份额国内占比最高的"Nike"与"Adidas"两家企业为研究对象,运用结构方程模型,分析企业品牌全球化形象、多维感知价值对顾客忠诚的影响机制,以及消费文化接受度的调节作用。研究发现:品牌全球化形象对多维感知价值中的功能价值、情感价值与社会价值产生了积极影响;品牌全球化形象对顾客忠诚有积极正向影响;多维感知价值中的功能价值与情感价值对顾客忠诚起到了积极影响;消费文化接受度在体育用品消费者感知到的品牌全球化形象与顾客忠诚之间起到了部分调节作用。Customer loyalty is the consumption trend of consumers to buy the same brand, and it is a kind of indulgence to the products they prefer. The research on customer loyalty is no longer limited to the discussion of customer satisfaction, but gradually try to add the additional value that customers can perceive to further discuss the impact on customer loyalty. As a concrete form of consumers’ perception of the global image of a specific brand, brand global image should be taken as an important factor affecting the perceived value of the brand and product. Taking "Nike" and "Adidas", two sporting goods enterprises with the highest market share of sporting goods in China as the research object, this paper analyzes the influence mechanism of global brand image and multi-dimensional perceived value on customer loyalty and the moderating role of consumer culture acceptance by using structural equation model. The results show that: the global image of corporate brand has a positive impact on the functional value, emotional value and social value of multi-dimensional perceived value;the global image of corporate brand has a positive impact on customer loyalty;the functional value and emotional value of multi-dimensional perceived value have a positive impact on customer loyalty;consumer cultural acceptance plays a partly moderating role between the brand global image perceived by sporting goods consumers and customer loyalty.

关 键 词：品牌全球化形象 多维感知价值 顾客忠诚 消费文化接受度 

分 类 号：F274[经济管理—企业管理]