体育品牌资产构成因素之间的相关研究

随着收入的提高和闲暇时间的增加,导致直接参与体育活动的人口逐渐增多。这也给体育用品企业带来了商机。目前体育品牌之间的差异非常微弱,而企业竞争愈加激烈,只强调产品优越性是很难得到消费者的认可。消费者购买产品时考虑产品的功能性同时,也会考虑品牌所赋予的象征意义。所以企业要构建以品牌管理为基础的,强有力的品牌资产。通过品牌资产的模型研究,给体育用品企业提供可参考的资料。本论文以大学生为研究对象,通过问卷调查法和数理统计法进行研究。数理统计采用SPSS15.0统计软件进行了因子分析,信度分析,相关分析,单元回归分析,多远回归分析等得出以下结果。第一,品牌认知对品牌个性,品牌感知品质,品牌价值,品牌营销活动产生了正影响。第二,品牌个性,品牌感知品质,品牌价值,品牌营销活动对品牌忠诚度产生了正影响。

A Correlational Study on the Components of Sport Brand Equity

With the rise in income and increase in leisure time, the number of people participating in physical activities is also on the rise. This provides opportunities for sport goods businesses. However, increasing corporate competition renders it difficult to pursue quality alone. In addition to product functionality, the brand image concerns consumers＇ concern as well. So the corporation should set up strong management-based brand equity. This study used SPSS15.0 statistical program, and factor analysis, reliability analysis, correlation analysis ; simple regression analysis and multiple regression analysis were calculated. Following are the results of this study ： First, brand awareness had a significant influence on brand personality, perceived brand quality, brand value and brand marketing;Second, brand personality, perceived brand quality, brand value and brand marketing had a significant influence on brand loyalty.