全民网球赛事品牌形象与品牌忠诚:情感、信任的多重中介
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摘要
为探究全民网球赛事品牌形象对品牌忠诚的影响机制,以及情感、信任的多重中介效应,采用全民网球赛事品牌形象量表、品牌忠诚量表、情感量表、信任量表对826名全民网球赛事观众及运动员进行调查。研究结果显示:全民网球赛事管理路径模型包括责任形象、符号形象、响应形象、特征形象、情感、信任、品牌忠诚;责任形象仅通过信任中介间接影响品牌忠诚,符号形象、响应形象通过情感、信任中介间接影响品牌忠诚,特征形象直接影响和通过情感、信任中介间接影响品牌忠诚;情感直接影响和通过信任中介间接影响品牌忠诚,信任直接影响品牌忠诚。研究的主要结论为全民网球赛事品牌形象建设的重点为特征形象,满足消费者情感需求应为品牌管理主要路径,同时加强情感管理和信任管理可增加品牌形象对品牌忠诚影响效应。对管理的启示是全民网球赛事可通过履行社会职责,提升社会声誉,凝练赛事理念,发展赛事文化,建立良好响应,满足认同需求,提高情感体验,增强消费者信任等手段提升品牌忠诚,进行品牌塑造。
In order to explore the influence mechanism of brand image of national tennis events on brand loyalty as well as the multi-mediating effect of emotion and trust,we investigated 826 national tennis spectators and athletes using the brand image scale,brand loyalty scale,emotion scale and trust scale. The results showed that the management path model of national tennis events includes responsibility image,symbol image,response image,characteristic image,emotion,and trust,brand loyalty;Responsibility image only indirectly affects brand loyalty through trust intermediary. Symbol image and response image indirectly affect brand loyalty through emotion and trust intermediary. Characteristic image directly affects brand loyalty and through emotion,trust intermediary indirectly affects brand loyalty;Emotion directly affects brand loyalty and indirectly affects brand loyalty through trust intermediary. The main conclusions of the study is that the focus of brand image construction of national tennis events is the characteristic image,and satisfying consumers' emotional needs should be the main path of brand management. Meanwhile,strengthening the emotional management and trust management can increase the effect of brand image on brand loyalty.The inspiration of this study for management is that national tennis events can enhance brand loyalty and build a brand by fulfilling social responsibility,enhancing social reputation,refining racing concept,developing race culture,establishing good response,satisfying identification needs,improving emotional experience,and enhancing consumer trust,and so on.
In order to explore the influence mechanism of brand image of national tennis events on brand loyalty as well as the multi-mediating effect of emotion and trust,we investigated 826 national tennis spectators and athletes using the brand image scale,brand loyalty scale,emotion scale and trust scale. The results showed that the management path model of national tennis events includes responsibility image,symbol image,response image,characteristic image,emotion,and trust,brand loyalty;Responsibility image only indirectly affects brand loyalty through trust intermediary. Symbol image and response image indirectly affect brand loyalty through emotion and trust intermediary. Characteristic image directly affects brand loyalty and through emotion,trust intermediary indirectly affects brand loyalty;Emotion directly affects brand loyalty and indirectly affects brand loyalty through trust intermediary. The main conclusions of the study is that the focus of brand image construction of national tennis events is the characteristic image,and satisfying consumers' emotional needs should be the main path of brand management. Meanwhile,strengthening the emotional management and trust management can increase the effect of brand image on brand loyalty.The inspiration of this study for management is that national tennis events can enhance brand loyalty and build a brand by fulfilling social responsibility,enhancing social reputation,refining racing concept,developing race culture,establishing good response,satisfying identification needs,improving emotional experience,and enhancing consumer trust,and so on.
引文
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[17]乔均.互联网金融企业品牌形象度量研究[J].南京社会科学,2016(10):23-28+43.
[18] CANLI Z G,HAYRAN C,ABI G S. Customer-based brand equity in a technologically fast-paced,connected,and constrained environment[J].AMS review,2016,6(1):23-32.
[19]许月云,张梦真,许红峰.全民健身品牌赛事构成要素的质性研究[J].北京体育大学学报,2016,39(06):7-12.
[20]莫水台,马正风,陈海亮,等.企业形象、品牌忠诚与品牌资产关系研究:以笔记本电脑为例[J].三江学院学报,2011,7(1):57-63.
[21]王思.品牌情感体验对品牌忠诚的影响研究[D].广州:华南理工大学,2014.
[22]郑燕燕,翁胜斌.感知价值对客户忠诚的影响路径研究:客户信任、归属感视角[J].特区经济,2014(4):206-208.
[23]尚鹏飞,李铁克.顾客品牌忠诚度影响因素模型构建及实证[J].统计与决策,2018,34(11):181-185.
[24]朱江晖,阎玉秀,张乐如.服装品牌形象对品牌忠诚度的影响机制[J].纺织学报,2015,36(4):146-152.
[25]蒋廉雄,卢泰宏.形象创造价值吗:服务品牌形象对顾客价值—满意—忠诚关系的影响[J].管理世界,2006(4):106-114.
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