体育赛事与城市品牌人格一致性对消费者评价的影响机制——基于品牌真实性的中介作用  

A Study on the Impact of Consistency of Sports Events Brand Personality and City Brand Personality on Consumer Evaluation——Based on the Intermediate Effect of Brand Authenticity

作　　者：侯天一 王晓妍 叶梦 HOU Tianyi;WANG Xiaoyan;YE Meng(Management School,Xihua University,Chengdu 610000,China;Humanties Schhool,Southwest Jiaotong Uniuersity,Chengdu 610000,China;Business School,Sichuan University,Chengdu 610065,China)

机构地区：[1]西华大学管理学院,成都610000 [2]西南交通大学人文学院,成都610000 [3]四川大学商学院,成都610065

出　　处：《体育与科学》2022年第4期55-61,共7页Sports & Science

基　　金：国家社会科学基金“基于区块链技术的突发公共卫生事件应急物资协同管理研究”,项目号:20BGL268。

摘　　要：品牌人格是快速吸引消费者注意力,提高消费者对体育赛事品牌评价的关键因素。本研究基于品牌人格、认知一致性与品牌真实性理论,通过两个实验分析体育赛事与城市品牌人格一致性影响消费者评价的机制。通过不同类型的体育赛事和不同类型的体育消费者对实验结果进行了稳健性检验。实验1验证了当体育赛事品牌人格与城市品牌人格一致时,消费者对体育赛事品牌的评价高于不一致时,同时验证了品牌真实性的中介作用。实验2探讨了一致性效应的边界条件,证实了当消费者对城市评价较低时,反而对与城市品牌人格不一致的体育赛事品牌人格评价更高。本研究不仅丰富体育赛事品牌管理的研究成果,同时也为设计品牌人格、提高赛事知名度提供具有价值的管理启示。Brand personality is the key factor to attract consumers’attention and improve the consumers’evaluation of sports events.Based on the theories of brand personality,cognitive consistency,and brand authenticity,this study analyzes the impact of consistency of sports events brand personality and city brand personality on consumer evaluation through two experiments.The robust results are produced through the experiments by researching various types of sports events and multiple types of sports consumers.Experiment 1 verifies that when the sports event brand personality is consistent with the city brand personality,the appraisal made by consumers comes in high to the sports event brand than that where inconsistent,and verifies the intermediate effect of the brand authenticity.Experiment 2,by discussing the boundary condition of the consistency effect,confirms that if the appraisal made by consumers comes in low to the city brand,the sports event brand personality will receive a high appraisal where inconsistent with the city brand personality.In addition to enriching the research results of sports event brand management,this study provides valuable management enlightenment in designing brand personality and improving the popularity of sports events.

关 键 词：体育赛事品牌 城市品牌 品牌人格 体育赛事评价 

分 类 号：G80-052[文化科学—运动人体科学]