摘要
为了找到一个可信、行之有效的测量标准和方法,以测量真正的职业体育团队品牌联想。通过问卷调查法、专家组评审与因子分析等方法,测量我国职业体育俱乐部的品牌联想因子。研究得出俱乐部品牌标识因子、俱乐部竞技对抗因子、俱乐部团队属性因子等6个因子可以影响到球迷、消费者引起职业体育俱乐部品牌联想。分析各个因素之间的关系以及对整个职业体育俱乐部品牌联想的关系,研究得出的联想因子正是俱乐部球迷所持有的理念,它们并不仅仅只是研究者范范的观点,而且帮助职业体育俱乐部管理层从各个方面来管理他们的俱乐部品牌资产。
The purpose of this research is to establish a dependable and effective measure standard and method so as to survey the brand association of China＇s professional fitness club.This research,by the method of the questionnaire survey,expert evaluation and factorial analysis,surveys the brand association factor of China＇s professional fitness club.The research obtains six factors of the club,namely,brand marking factor,the athletics resistance factor,the team attribute factor,that can affect the club brand association of the fans and consumers.In analyzing the correlation among these factors and their correlation with the entire professional sport club,it finds that association factor is precisely the shared concept of the fans in the club.It is not only an assertion of the researcher but useful tools that can help the managerial layer manage the brand property from different perspectives.
出处
《北京体育大学学报》
CSSCI
北大核心
2011年第6期13-17,共5页
Journal of Beijing Sport University
关键词
职业体育俱乐部
品牌
品牌联想
因子分析
professional sports club
brand
brand association
factorial analysis
