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1.
张森 《哈尔滨体育学院学报》2014,32(5):6-11
通过对球队认同感、顾客满意度与态度忠诚度之间的关系进行分析,为制定职业体育市场营销策略提供参考.研究结果得出：球队认同感和顾客满意度的提升能显著增加球迷的认知品牌忠诚度,认知品牌忠诚度则能够显著提升球迷的情感品牌忠诚度,情感品牌忠诚度在一定条件下能够提升球迷的意向品牌忠诚度,球迷对职业体育品牌的信任会增加对该品牌的喜好程度,进而会增加对该品牌所提供产品的再购意愿等. 相似文献
2.
《Sport Management Review》2016,19(4):378-390
Two key law-like patterns – the double jeopardy and duplication of purchase laws – have consistently been found to explain and predict consumer behavior across a wide range of industries. There has been speculation that these empirical generalisations may not hold in the case of professional team sport brands. The reasons given include the passionate loyalty of sport fans, the fact that two sport teams must be consumed at once in any contest, and the strong geographic dominance of sport brands. In this study, we examine the applicability of these two law-like generalisations to professional team sport. With a few caveats, these law-like patterns hold, suggesting that sport team brands operate in line with what is known about other consumer markets. Results suggest the unique aspects of the sport market do not meaningfully impact consumer behavior and therefore sport brands should be managed in fundamentally the same way as most consumer markets. 相似文献
3.
Although the practice of building brand equity in the context of professional sport teams is popular, the formation of sport team brand equity in the sport marketing literature is still relatively unknown and incompletely understood. In this study, the authors propose a dual-identification model to examine the formation of sport team brand equity in an Asia-based professional team sport setting. Baseball fans (N = 548) of the Chinese Professional Baseball League (CPBL) in Taiwan participated in the self-administered survey. A Partial Least Squares Structural Equation Model analysis revealed that marketplace characteristics (including group experience, salient experience, team history, and fan rituals) and brand-identified-related factors (including self-congruity and team brand prestige) were significantly related to identification with sport team and identification with sport team brand, respectively. In turn, both identification with sport team and identification with sport team brand were significant predictors of sport team brand equity. These findings highlight the importance of studying a dual-identification model in order to understand how sport team brand equity forms and suggest implications for sport team managers. 相似文献
4.
《Sport Management Review》2016,19(2):183-197
Brand communities have become an important aspect for brand management in social media. However, many brands have failed to establish a successful online brand community. In this study, we introduce branded communities as an alternative concept to brand communities. In contrast to brand communities, a branded community does not revolve around a specific (sport) brand, but around any interest or need. However, a specific brand makes use of the community for marketing purposes by sponsoring or operating the community. We emphasize the suitability of sport as an interest around which branded communities can be built as well as links of branded communities to sport sponsorship. We empirically studied the factors which influence the success of this phenomenon and the effects of operating or sponsoring such a community for a brand by using an online survey (N = 501) of members of a branded online community relating to football. The results demonstrate the relevance of topic interest (i.e., identification and involvement with football) and the quality of the community as determinants of interest in and loyalty towards a branded community. The brand owner benefits from an increase in brand loyalty for those community members who are aware of the brand as the operator of the community, whereby awareness of this sponsorship does not decrease loyalty towards the community. Our research contributes to previous knowledge by proving that branded communities are both an effective means for companies to deploy sponsorship and branding strategies in social media and provide a promising opportunity for sport managers to generate value. 相似文献
5.
Professional sport is a highly marketable product, whereby favourite teams often become ‘overseas sweethearts’ for millions of satellite supporters and their imagined community of like-minded fans. Scandinavia has historically proven to be a fertile market for English football and is home to some of the largest supporter groups for English clubs, in particular the Liverpool FC. This article examines the origins of Scandinavian identification with the Merseyside club and how satellite supporters in the region maintain a connection with the famous brand. Scandinavian supporters highlighted the importance of the media, especially the popularity of state-run television programmes such as Tippekampen, the team’s playing style and the presence of star players in their initial support for Liverpool FC and explained how they had turned to a virtual ‘third place’ to regularly connect and engage with fellow fans and the brand in cyberspace. In a global marketplace, satellite supporters are critical for the future of many brands and this article offers a valuable case study for those who seek to exploit these markets, monetize these consumers and build equity for their team brands. 相似文献
6.
职业运动能够引起体育迷们强烈的情感反应,这一情感联系要优于其他所有产业.职业体育组织也努力利用这种情感联系来构建其品牌权益.由于职业体育产业的特殊属性,建立品牌权益的相关研究对其发展具有重要的价值.本研究提出修改自Gladden and Mline (1999)及Richelieu(2004)的职业运动球队品牌权益建构的理论模型,研究结果认为,职业运动球队可以利用其同球迷强烈的情感联系,通过有计划的品牌管理构建品牌权益,并为球队带来可持续的竞争优势与利益. 相似文献
7.
David Hart 《Soccer & Society》2017,18(7):849-865
The ‘club versus country’ debate, which refers to an individual’s allegiance to their respective club and national teams, has become an increasingly popular topic for debate in the context of English football. Whilst prior work in this area has focused on the tensions between club officials and national associations, this study investigated the attitudinal and behavioural loyalty of fans towards club and national teams. Data were collected from 647 football fans across 16 English club teams utilizing a survey approach. Findings suggest that those with high levels of loyalty to their club are more likely to be loyal to the national team, questioning whether this is a ‘versus’ debate at all from the fan perspective. In addition, Premier League fans display lower levels of attitudinal loyalty to the national team than lower league fans, which may reflect underlying concerns that club players may sustain injuries in national team matches. 相似文献
8.
《Sport Management Review》2014,17(2):174-189
While much marketing research has focused on brand creation and management, less is known about the creation of sport brands. This paper complements the stakeholder model of branding and brand creation, which highlights the role of a firm's stakeholders in the analysis of brands, by including country-specific factors based on location and Country-of-Origin (CoO). Using a sample of innovative New Zealand-based firms, our qualitative study uses a comparative case method in two subsector settings to investigate how they have built outdoor sport brands based on that country's particular country-specific factors. We show how firms are able to leverage New Zealand's strong sport product category-country associations to create brand value. Our findings confirm that CoO image together with sport product category-country associations enables the creation of brands in sport product categories. Our paper contributes to theory and practice by extending understanding of brand creation by demonstrating the importance of location and product category. Further research directions are suggested. 相似文献
9.
《Sport Management Review》2014,17(4):470-483
The branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was used to guide the examination of sport brand development strategies recommended by consumers of a sport league. Mixed method data were collected from football consumers in Australia (N = 230). Seven themes were uncovered through qualitative content analysis representing three brand development strategies – market penetration, market development and product development. The study contributes to sport management literature by (1) identifying strategies that can be used to position sport brands; (2) indicating how these strategies may be used to influence consumers’ brand associations; (3) demonstrating the close brand relationship between leagues and their clubs and (4) enhancing market research sampling knowledge. The study also provides sport managers with strategic brand management directions. 相似文献
10.
《Sport Management Review》2020,23(3):428-442
When a new sport team enters an existing league, branding becomes an important tool the team uses to establish itself and gain a following within the community. Previous research on new sport teams has focused on adult attachment and formation of fan communities, but few researchers have focused on children learning to value brands and branding techniques. Through this study, the authors examine the aspects of branding efforts, specifically branded imagery and associations, that children find important, relevant, and representative of a new sport team. A drawing contest for children ages 5–14 enrolled in public schools executed in conjunction with a local single-A baseball team after their inaugural season revealed many brand associations traditionally tied to adult fans of both new and established sport teams were irrelevant to the child participants included in this study. Branded imagery was also not used by any participants before the age of 7, extending current research on branding and child development to highlight the lack of effectiveness of branding on children younger than 7. Further findings are also discussed. 相似文献
11.
基于品牌社群视角探讨球迷社群忠诚的形成机理。以上海申花球迷社群为调研对象,运用Baron和Kenny逐步法和Sobel test来检验变量间的中介效应及其显著性,构建品牌社群特征—品牌社群价值—品牌社群忠诚的关系路径。研究发现,品牌社群价值在品牌社群特征和品牌社群忠诚之间起到显著的中介作用,其中中介效应大于品牌社群特征的直接效应;探讨品牌社群价值四个维度的中介效应,情感性价值和休闲娱乐性价值的中介效应显著,且前者大于后者。体育社群营销人员要尤为重视满足球迷成员情感性价值需求和休闲娱乐性价值需求,不能仅仅停留在满足传统功能性价值和社交性价值。 相似文献
12.
《Sport Management Review》2016,19(2):157-170
Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and non-members, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions. 相似文献
13.
In this study, the authors empirically test a model of sport behaviour that integrates both team identification and a network theory approach to understand attendance at intercollegiate ice hockey games. Grounded within the brand community triad, ego network data were collected among attendees to measure the fan-to-fan connections that constitute the horizontal relationships of brand community participants. Additionally, a multidimensional team identification measure was used to illustrate the vertical relationship between individual and team. Both measures were included in a structural equation model to test how both fan-to-fan and fan-team relationships explain attendance. The results from the model support the salience of both dimensions of the brand community triad, suggesting that understanding sport fan behaviour necessitates including both psychological and structural elements of behaviour. Future suggestions for extending the study of sport fans through structural networks are discussed. 相似文献
14.
Ashley Stadler Blank Joerg Koenigstorfer Hans Baumgartner 《Sport Management Review》2018,21(2):114-132
As there is still no commonly accepted scale to measure the brand personality of sport teams, the purpose of this study was to develop and validate the Sport Team Personality Scale (STPS) in a professional sport context. The authors conducted a series of studies in the United States and United Kingdom with fans of the English Premier League, Major League Baseball, the National Basketball Association, the National Football League, and the National Hockey League. The STPS contains 18 items that load onto six factors: success, talent, entertainment, dedication, admiration, and care. The authors compared this new scale with existing sport team personality scales and used it to explore team identification and perceptual similarities and differences among teams. Results indicate that teams map along performance (i.e., success and talent) and character (i.e., admiration and care) factors and that the character factor is a more important source of team identification than the performance factor. Taken together, these results illustrate how the STPS can help sport managers position and differentiate teams within a league to improve marketing outcomes. 相似文献
15.
高校体育赛事企校合作的双赢策略构想 总被引：15，自引：0，他引：15
当前,职业体育赛事的赞助行为已经成为各企业推广品牌的重要营销手段。而高校的体育赛事刚刚走入市场,企业与高校体育结合,利用高校体育赛事的影响力使其产品或品牌更具亲和力,从而达到巩固现有消费者和最大限度开发潜在年轻消费者的目的;高校则要利用自身体育赛事的优势,为企业搭建良好的特殊市场平台,积极与企业进行合作,用企业提供的产品或资金更好地发展高校体育教育事业。 相似文献
16.
Michael E. Pfahl Andrew Kreutzer Mike Maleski Jeff Lillibridge Jeff Ryznar 《Sport Management Review》2012,15(4):518-537
This case addresses the relationship between sport and digital spaces by introducing students to strategic marketing processes related to developing a team-managed fan website. The case was created in conjunction with three former members of the Cleveland Cavaliers who helped create www.cavfanatic.com, the official fan site of the team. Key areas addressed within the case study are brand development, brand communication, and brand extension. The case follows a new hire, Natalie, as she joins the new media team of www.cavfanatic.com. The sport marketers she works with review the development of the website and provide information on the strategic development process they went through. In the end, Natalie is charged with looking forward and developing further strategies to continue to engage the Cavaliers fans and to develop the CavFanatic brand. 相似文献
17.
《Sport Management Review》2014,17(4):455-469
Social media provide fans with an additional means to engage with their team and are a valuable forum for sport organizations to better understand fan motivations and strengthen fan relationships. This study contributes to emerging research on the nature of social media use by revealing the motivations underpinning the desire of fans to communicate on the Facebook sites of several National Basketball Association (NBA) teams. Our findings indicate that fans exercise four key motives as they draw value from the social media enabled connection to the team: passion, hope, esteem and camaraderie. Further, and in light of our understanding of these motives, we identify how this platform can be used to facilitate interaction, a key construct in relationship marketing. A content analysis, using a netnographic methodology, was undertaken to explore online comments by fans of eight purposefully selected NBA teams over a two-week period during the off-season. This period represents strong potential for isolating highly identified fans who are motivated to seek engagement and interaction. Implications for sport managers to further relational goals are identified. 相似文献
18.
奥运会是一个全球关注的体育盛事,国内外知名的体育用品品牌,都想借助2008北京奥运会提高自己的品牌影响力,扩大市场份额。着重分析＂李宁＂公司在奥运会举办的机遇下开展的营销策略,并将之与＂耐克＂和＂阿迪达斯＂进行比较分析,来指出李宁营销策略的成功之处,旨在进一步完善体育营销理论。 相似文献
19.
运用文献资料法对20世纪80年代以来,对以北美地区体育消费市场研究为主的西方体育消费市场研究中所涉及到运动赞助市场、球迷市场以及观赏性体育消费市场3个方面进行总结,并在归纳其研究特征的基础上,讨论西方体育消费市场研究是如何围绕"消费者行为"和"市场要素"之间的有机联系展开研究的,进而阐明基于理论建模的西方体育消费市场研究的视角定位与方法论问题,可以用于参考并开启中国体育消费研究的新视域。 相似文献
20.
通过对北京国安足球俱乐部256名会员球迷和246名非会员球迷进行消费行为性忠诚度和消费性意向忠诚度两个维度的现场问卷调查。以比较两类球迷的主场比赛消费忠诚度。研究结果显示，在消费主场比赛时会员球迷的行为性忠诚度和意向性忠诚度均显著高于非会员球迷。因此推论会员球迷的主场比赛消费忠诚度高于非会员球迷。认为造成两类球迷主场比赛消费忠诚度差异的主要影响因素源自球迷的经济和情感方面。 相似文献