运动鞋行业品牌对抗忠诚形成机理实证研究  

An Empirical Study on the Formation Mechanism of Brand Confrontational Loyalty in Sports Footwear Industry

作　　者：赵旭辉 ZHAO Xu-hui(Hebei University of Science and Technology,Shijiazhuang 050000,China)

机构地区：[1]河北科技大学,石家庄050000

出　　处：《价值工程》2021年第28期48-50,共3页Value Engineering

摘　　要：本研究的主要目的是探究运动鞋企业品牌对抗忠诚引致因素及形成机理,构建“品牌对抗忠诚”的理论概念模型。在研究过程中,将品牌文化、品牌体验、品牌关系质量对品牌对抗忠诚的影响做了梳理和补充,通过问卷调查的方法收集数据,运用SPSS17.0、Amos23.0数据分析软件对数据进行分析,得出了品牌对抗忠诚的理论模型并证实了品牌体验、品牌关系质量在品牌对抗忠诚中起到了中介的作用。The main purpose of this research is to explore the causes and formation mechanism of sports shoe companies'brand loyalty resistance,and to construct a theoretical conceptual model of"brand loyalty resistance".In the research process,the impact of brand culture,brand experience,and brand relationship quality on brand loyalty was sorted out and supplemented.Data was collected through questionnaire surveys and analyzed using SPSS17.0 and Amos23.0 data analysis software,Derives the theoretical model of brand confrontation loyalty and confirms that brand experience and brand relationship quality play an intermediary role in brand confrontation loyalty.

关 键 词：运动鞋行业 品牌体验 品牌文化 品牌对抗忠诚 品牌关系质量 

分 类 号：F713[经济管理—产业经济]