体育用品品牌认知生态位构建与驱动机制研究
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摘要
从生态隐喻的视角,对中国体育用品消费者品牌认知生态位维度及结构进行了研究,为品牌管理实践提供新的理论支持。以品牌生态理论及体育用品品牌研究文献为基础,采用共词分析、焦点小组访谈及实证调查逐级递进的研究方法,识别了体育用品品牌发展的热点词条,发展了体育用品品牌认知生态位要素的测量量表,再以中国消费者为调查对象,进行了实证研究,探明了生态位维度之间的作用机制。结果表明,中国体育用品消费者品牌认知生态位由5个维度18个因子构成,其中,品牌价值认同、品牌属性认知和品牌载体评价对品牌感知质量具有正向驱动作用,体育兴趣在属性认知、载体评价对感知质量的关系中起调节作用,并且,体育兴趣越强,在品牌载体评价对品牌感知质量的关系中调节作用越强。这一成果解释了中国体育用品消费者心理层面品牌认知的发生机制,丰富了体育用品品牌管理理论,有助于品牌管理者识别关键因子,分析竞争态势,制定生态性竞争策略。
This paper,from the perspective of ecological metaphor,carries out a study on brand cognition niche structure of Chinese sports products consumer,which offers a theoretical support for brand management.Based on the literature of brand ecology and sports products brand,the paper,applying progressive methods of co-word analysis,focus group interview and empirical research,identifies frequently referred items on sports products brand and develops the measurement scale of niche factors;then,with Chinese consumers as the respondents,it carries out an empirical research to explore the mechanism among the niche dimensions.The result shows that the brand cognition niche is composed of 5 dimensions and 18 factors.Brand value identity,brand attribute cognition and brand carrier evaluation have a positive influence on brand perceived quality;interest on sports has a regulating effect on the relation between attribute cognition and perceived quality,and the relation between carrier evaluation and perceived quality;the stronger the interest is,the stronger the regulating effect is.The result helps to explain the mechanism of brand cognition of Chinese sports products consumer,enrich the theory of sports products brand management,and is conducive for the brand managers to identifying the key factors,analyzing the competition situation and making ecological competitive strategies as well.
This paper,from the perspective of ecological metaphor,carries out a study on brand cognition niche structure of Chinese sports products consumer,which offers a theoretical support for brand management.Based on the literature of brand ecology and sports products brand,the paper,applying progressive methods of co-word analysis,focus group interview and empirical research,identifies frequently referred items on sports products brand and develops the measurement scale of niche factors;then,with Chinese consumers as the respondents,it carries out an empirical research to explore the mechanism among the niche dimensions.The result shows that the brand cognition niche is composed of 5 dimensions and 18 factors.Brand value identity,brand attribute cognition and brand carrier evaluation have a positive influence on brand perceived quality;interest on sports has a regulating effect on the relation between attribute cognition and perceived quality,and the relation between carrier evaluation and perceived quality;the stronger the interest is,the stronger the regulating effect is.The result helps to explain the mechanism of brand cognition of Chinese sports products consumer,enrich the theory of sports products brand management,and is conducive for the brand managers to identifying the key factors,analyzing the competition situation and making ecological competitive strategies as well.
引文
[1]吴延年,陈卓,李建军.中国体育用品上市公司品牌竞争力评价---基于财务报表的分析[J].体育科学,2010(1):30-35+79.
[2]文红为.体育用品品牌知名度影响因素研究[J].武汉体育学院学报,2014(11):32-35.
[3]张颖.我国体育用品品牌竞争力培育对策与发展前景[J].沈阳体育学院学报,2015(4):34-38+48.
[4]薛同照.我国体育用品品牌竞争力提升研究[J].体育文化导刊,2016(2):111-115.
[5]杨明,陶娟.中国体育用品制造产业集群品牌研究[J].体育科学,2014(8):34-47.
[6]黄璐.中国体育用品产业发展的思维陷阱---李宁品牌困局的启示[J].体育与科学,2014(1):97-103.
[7]胡效芳,焦兵,张文彬.中国体育品牌产业竞争力比较研究[J].统计与信息论坛,2012(4):67-71.
[8]杨艳,李荣日.自我概念一致性与功能一致性对体育用品品牌重购行为的影响研究[J].成都体育学院学报,2017(1):19-24.
[9]Tsai S P.Fostering International Brand Loyalty through Committed and Attached Relationships[J].International Business Review,2011,20(5),521-534.
[10]Lu J Z,Xu Y J.Chinese Young Consumers’Brand Loyalty toward Sportswear Products:A Perspective of Selfcongruity[J].Journal of Product&Brand Management,2015,24(4):365-376.
[11]邢晓燕.体育健身驱动下的体育用品消费:我国大型城市马拉松参赛选手跑鞋品牌市场细分的实证研究[J].中国体育科技,2017(1):27-37+103.
[12]Gerke A,Chanavat N.Benson-Rea M.How Can Country-of-Origin Image Be Leveraged to Create Global Sporting Goods Brands[J].Sport Management Review,2014,17(2):174-189.
[13]Trendafilova S,Babiak K.Heinze K.Corporate Social Responsibility and Environmental Sustainability:Why Professional Sport is Greening the Playing Field[J].Sport Management Review,2013,16(1):298-313.
[14]Aaker D A.Managing Brand Equity:Capitalizing on the Value of Brand Name[M].New York:The Free Press,1991.
[15]Blackston M.Observations:Building brand equity by managing the brand’s relationships[J].Journal of Advertising Research,1992,32(5):79-83.
[16]Upshaw L B.Building Brand Identity-A Strategy for Success in a Hostile Marketplace[M].Beijing:Tsinghua University Press,1999.
[17]Winkler A.Wrap-Speed Branding:The impact of Technology on Marketing[M],Hoboken:Wiley,1999.
[18]王兴元.名牌生态系统的竞争与合作研究[J].南开管理评论,2000(6):14-16.
[19]Hannan M T,Glenn R C,Laslo P.The Organizational Niche[J].Sociological Theory,2003,21(4):309-341.
[20]Seligman C M.Sustainable corporate branding II:Ecology[J].Graphics Network:Southern Graphics,2004,18(4):1-14.
[21]Foydel T.Brand Ecosystem Management[J].Contract Manufacturing&Packaging,2008,22(1):40-41.
[22]王兴元.品牌生态位测度及其评价方法研究[J].预测,2006(5):60-65.
[23]Giovanardi M,Lucarelli A,Pasquinelli C.Towards brand ecology:An analytical semiotic framework for interpreting the emergence of place brands[J].Marketing Theory,2013,13(3),365-383.
[24]Pinar M,Trapp P S.Creating competitive advantage through ingredient branding and brand ecosystem[J].Journal of International Food&Agribusiness Marketing,2008,20(1):29-56.
[25]王启万,王兴元.战略性新兴产业集群品牌生态系统研究[J].科研管理,2013(10):153-160.
[26]Mackalski R,Belisle J.Measuring the short-term spillover impact of a product recall on a brand ecosystem[J].Journal of Brand Management,2015,22(4):323-339.
[27]Jarvis W,Goodman S.Effective marketing of small brands:niche positions,attribute loyalty and direct marketing[J].Journal of Product&Brand Management,2005,14(5):292-299.
[28]Morgan N J,Pritchard A.Promoting niche tourism destination brands:Case studies of New Zealand and Wales[J].Journal of Promotion Management,2005,12(1):17-33.
[29]Wolk A.Niche brands should embrace big market for offbeat content[J].Advertising Age,2009,80(8):1-14.
[30]姚慧丽,曾蓉.基于生态位态势理论的品牌生态位评价指标体系设计[J].企业经济,2008(5):56-59.
[31]易金.基于生态位理论的中小品牌成长模式研究[D].济南:山东大学,2010.
[32]王启万,王兴元.品牌生态位要素结构维度实证研究[J].现代经济探讨,2011(8):37-41.
[33]Callon M,Courtial J P,Laville F.Co-word analysis as a tool for describing the network of interactions between basic and technological research:The case of polymer chemistry[J].Scientometrics,1991,22(1):155-205.
[34]刘启元,叶鹰.文献题录信息挖掘技术方法及其软件SATI的实现---以中外图书情报学为例[J].信息资源管理学报,2012(1):50-58.
[35]Zeithaml V A.Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence[J].Journal of Marketing,1988,52(3):2-22.
[36]Sethuraman R,Cole C.Why do Consumers Pay More for National Brands than for Store Brands?[R].Cambridge:Marketing Science Institute,1997:97-126.
[37]Donavan D T,Carlson B,Zimmerman M.Personality Influences on Spectator Need for Affiliation and Identification[J].Sport Marketing Quarterly,2005,14(1):31-42.
[38]Rubinstein H.Brand Chartering-Getting to a Common Understanding of the Brand[J].Journal of Brand Management,1995,3(3):145-155.
[39]Baldinger A L,Rubinson J R.Brand loyalty:The link between attitude and behavior[J].Journal of Advertising Research,1996,36(6):22-34.
[40]Woodruff R B.Customer value:the next source for competitive advantage[J].Journal of the Academy of Marketing Science,1997,25(2):139-153.
[41]王海忠,王晶雪,何云.品牌名、原产国、价格对感知质量与购买意向的暗示作用[J].南开管理评论,2007(6):19-25+32.
[42]乔均.国产家用汽车品牌感知质量实证研究[J].南京社会科学,2013(8):38-45.
[43]Kyle G,Chick G.The social construction of a sense of place[J].Leisure Sciences,2007,29(3):209-225.
[44]Snepenger D,Snepenger M,Dalbey M.Wessol,A.Meanings and consumption characteristics of places at a tourism destination[J].Journal of Travel Research,2007,45(3):310-321.
[45]Ekinci Y,Sirakaya-Turk E,Preciado S.Symbolic consumption of tourism destination brands[J].Journal of Business Research,2013,66(6):711-718.
[46]王旭.个体特征对青少年体育用品品牌购买意愿的影响研究[J].成都体育学院学报,2013(5):66-69.
[47]Fiske S,Gilbert D,Lindzey G.Handbook of social psychology[J].Boston:Mc Graw-Hill,1998,2(4):357-411.
[48]Ross S D.A Conceptual Framework for Understanding Spectator-based Brand Equity[J].Journal of Sport Management,2006,20(1):22-38.
[49]Brad D,Todd D D,Kevin J C.Consumer-brand Relationships in Sport:Brand Personality and Identification[J].International Journal of Retail&Distribution Management,2009,37(4):370-384.
[50]Bae J,Lu-Anderson D,Fujimoto J,Richelieu A.East Asian College Consumer Decision-making Styles for Sport Products[J].Sport,Business and Management:An International Journal,2015,5(3):259-275.
[51]胡效芳,魏冉,孙君厚.大学生体育用品的品牌选择及其影响因素研究---基于陕西21所高校大学生的调查分析[J].统计与信息论坛,2016(2):95-100.
[52]张钰.体育用品品牌顾客满意影响因素实证研究[J].中国体育科技,2011(6):10-13+69.
[53]Lee S,Shin H,Park J,Kwon O.A Brand Loyalty Model Utilitizing Team Identification and Customer Satisfaction in the Licensed Sports Product Industry[J].Journal of Licensed Sports Product Industry Research,2010,5(1):61-67.
[54]Grohs R.Drivers of brand image improvement in sports-event sponsorship[J].International Journal of Advertising,2016,3(3):391-420.
[55]Seng C S,Keat L H.Marketing Sports Products on Facebook:The Effect of Social Influence[J].Physical Culture&Sport Studies&Research,2014,61(1):65-73.
[56]Popp B,Woratschek H.Introducing Branded Communities in Sport for Building Strong Brand Relations in Social Media[J].Sport Management Review,2016,19(4):183-197.
[57]Hair J,Anderson R,Tatham R and Black W.Multivariate Data Analysis[J].5th Edition,Prentice Hall,Upper Saddle River,1988.
[58]D’Astous A,Bitz P.Consumer evaluations of sponsorship programmes[J].European Journal of Marketing.1995,29(12):6-22.
[59]Podsakoff P M,Organ D W.Self-reports in organizational research:problems and prospects[J].Journal of Management,1986,12(4):531-544.
[60]Aiken L S,West S G.Multiple regression:testing and interpreting interactions Institute for Social and Economic Research(ISER)[J].Journal of the Operational Research Society,1991,45(1):119-120.
[2]文红为.体育用品品牌知名度影响因素研究[J].武汉体育学院学报,2014(11):32-35.
[3]张颖.我国体育用品品牌竞争力培育对策与发展前景[J].沈阳体育学院学报,2015(4):34-38+48.
[4]薛同照.我国体育用品品牌竞争力提升研究[J].体育文化导刊,2016(2):111-115.
[5]杨明,陶娟.中国体育用品制造产业集群品牌研究[J].体育科学,2014(8):34-47.
[6]黄璐.中国体育用品产业发展的思维陷阱---李宁品牌困局的启示[J].体育与科学,2014(1):97-103.
[7]胡效芳,焦兵,张文彬.中国体育品牌产业竞争力比较研究[J].统计与信息论坛,2012(4):67-71.
[8]杨艳,李荣日.自我概念一致性与功能一致性对体育用品品牌重购行为的影响研究[J].成都体育学院学报,2017(1):19-24.
[9]Tsai S P.Fostering International Brand Loyalty through Committed and Attached Relationships[J].International Business Review,2011,20(5),521-534.
[10]Lu J Z,Xu Y J.Chinese Young Consumers’Brand Loyalty toward Sportswear Products:A Perspective of Selfcongruity[J].Journal of Product&Brand Management,2015,24(4):365-376.
[11]邢晓燕.体育健身驱动下的体育用品消费:我国大型城市马拉松参赛选手跑鞋品牌市场细分的实证研究[J].中国体育科技,2017(1):27-37+103.
[12]Gerke A,Chanavat N.Benson-Rea M.How Can Country-of-Origin Image Be Leveraged to Create Global Sporting Goods Brands[J].Sport Management Review,2014,17(2):174-189.
[13]Trendafilova S,Babiak K.Heinze K.Corporate Social Responsibility and Environmental Sustainability:Why Professional Sport is Greening the Playing Field[J].Sport Management Review,2013,16(1):298-313.
[14]Aaker D A.Managing Brand Equity:Capitalizing on the Value of Brand Name[M].New York:The Free Press,1991.
[15]Blackston M.Observations:Building brand equity by managing the brand’s relationships[J].Journal of Advertising Research,1992,32(5):79-83.
[16]Upshaw L B.Building Brand Identity-A Strategy for Success in a Hostile Marketplace[M].Beijing:Tsinghua University Press,1999.
[17]Winkler A.Wrap-Speed Branding:The impact of Technology on Marketing[M],Hoboken:Wiley,1999.
[18]王兴元.名牌生态系统的竞争与合作研究[J].南开管理评论,2000(6):14-16.
[19]Hannan M T,Glenn R C,Laslo P.The Organizational Niche[J].Sociological Theory,2003,21(4):309-341.
[20]Seligman C M.Sustainable corporate branding II:Ecology[J].Graphics Network:Southern Graphics,2004,18(4):1-14.
[21]Foydel T.Brand Ecosystem Management[J].Contract Manufacturing&Packaging,2008,22(1):40-41.
[22]王兴元.品牌生态位测度及其评价方法研究[J].预测,2006(5):60-65.
[23]Giovanardi M,Lucarelli A,Pasquinelli C.Towards brand ecology:An analytical semiotic framework for interpreting the emergence of place brands[J].Marketing Theory,2013,13(3),365-383.
[24]Pinar M,Trapp P S.Creating competitive advantage through ingredient branding and brand ecosystem[J].Journal of International Food&Agribusiness Marketing,2008,20(1):29-56.
[25]王启万,王兴元.战略性新兴产业集群品牌生态系统研究[J].科研管理,2013(10):153-160.
[26]Mackalski R,Belisle J.Measuring the short-term spillover impact of a product recall on a brand ecosystem[J].Journal of Brand Management,2015,22(4):323-339.
[27]Jarvis W,Goodman S.Effective marketing of small brands:niche positions,attribute loyalty and direct marketing[J].Journal of Product&Brand Management,2005,14(5):292-299.
[28]Morgan N J,Pritchard A.Promoting niche tourism destination brands:Case studies of New Zealand and Wales[J].Journal of Promotion Management,2005,12(1):17-33.
[29]Wolk A.Niche brands should embrace big market for offbeat content[J].Advertising Age,2009,80(8):1-14.
[30]姚慧丽,曾蓉.基于生态位态势理论的品牌生态位评价指标体系设计[J].企业经济,2008(5):56-59.
[31]易金.基于生态位理论的中小品牌成长模式研究[D].济南:山东大学,2010.
[32]王启万,王兴元.品牌生态位要素结构维度实证研究[J].现代经济探讨,2011(8):37-41.
[33]Callon M,Courtial J P,Laville F.Co-word analysis as a tool for describing the network of interactions between basic and technological research:The case of polymer chemistry[J].Scientometrics,1991,22(1):155-205.
[34]刘启元,叶鹰.文献题录信息挖掘技术方法及其软件SATI的实现---以中外图书情报学为例[J].信息资源管理学报,2012(1):50-58.
[35]Zeithaml V A.Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence[J].Journal of Marketing,1988,52(3):2-22.
[36]Sethuraman R,Cole C.Why do Consumers Pay More for National Brands than for Store Brands?[R].Cambridge:Marketing Science Institute,1997:97-126.
[37]Donavan D T,Carlson B,Zimmerman M.Personality Influences on Spectator Need for Affiliation and Identification[J].Sport Marketing Quarterly,2005,14(1):31-42.
[38]Rubinstein H.Brand Chartering-Getting to a Common Understanding of the Brand[J].Journal of Brand Management,1995,3(3):145-155.
[39]Baldinger A L,Rubinson J R.Brand loyalty:The link between attitude and behavior[J].Journal of Advertising Research,1996,36(6):22-34.
[40]Woodruff R B.Customer value:the next source for competitive advantage[J].Journal of the Academy of Marketing Science,1997,25(2):139-153.
[41]王海忠,王晶雪,何云.品牌名、原产国、价格对感知质量与购买意向的暗示作用[J].南开管理评论,2007(6):19-25+32.
[42]乔均.国产家用汽车品牌感知质量实证研究[J].南京社会科学,2013(8):38-45.
[43]Kyle G,Chick G.The social construction of a sense of place[J].Leisure Sciences,2007,29(3):209-225.
[44]Snepenger D,Snepenger M,Dalbey M.Wessol,A.Meanings and consumption characteristics of places at a tourism destination[J].Journal of Travel Research,2007,45(3):310-321.
[45]Ekinci Y,Sirakaya-Turk E,Preciado S.Symbolic consumption of tourism destination brands[J].Journal of Business Research,2013,66(6):711-718.
[46]王旭.个体特征对青少年体育用品品牌购买意愿的影响研究[J].成都体育学院学报,2013(5):66-69.
[47]Fiske S,Gilbert D,Lindzey G.Handbook of social psychology[J].Boston:Mc Graw-Hill,1998,2(4):357-411.
[48]Ross S D.A Conceptual Framework for Understanding Spectator-based Brand Equity[J].Journal of Sport Management,2006,20(1):22-38.
[49]Brad D,Todd D D,Kevin J C.Consumer-brand Relationships in Sport:Brand Personality and Identification[J].International Journal of Retail&Distribution Management,2009,37(4):370-384.
[50]Bae J,Lu-Anderson D,Fujimoto J,Richelieu A.East Asian College Consumer Decision-making Styles for Sport Products[J].Sport,Business and Management:An International Journal,2015,5(3):259-275.
[51]胡效芳,魏冉,孙君厚.大学生体育用品的品牌选择及其影响因素研究---基于陕西21所高校大学生的调查分析[J].统计与信息论坛,2016(2):95-100.
[52]张钰.体育用品品牌顾客满意影响因素实证研究[J].中国体育科技,2011(6):10-13+69.
[53]Lee S,Shin H,Park J,Kwon O.A Brand Loyalty Model Utilitizing Team Identification and Customer Satisfaction in the Licensed Sports Product Industry[J].Journal of Licensed Sports Product Industry Research,2010,5(1):61-67.
[54]Grohs R.Drivers of brand image improvement in sports-event sponsorship[J].International Journal of Advertising,2016,3(3):391-420.
[55]Seng C S,Keat L H.Marketing Sports Products on Facebook:The Effect of Social Influence[J].Physical Culture&Sport Studies&Research,2014,61(1):65-73.
[56]Popp B,Woratschek H.Introducing Branded Communities in Sport for Building Strong Brand Relations in Social Media[J].Sport Management Review,2016,19(4):183-197.
[57]Hair J,Anderson R,Tatham R and Black W.Multivariate Data Analysis[J].5th Edition,Prentice Hall,Upper Saddle River,1988.
[58]D’Astous A,Bitz P.Consumer evaluations of sponsorship programmes[J].European Journal of Marketing.1995,29(12):6-22.
[59]Podsakoff P M,Organ D W.Self-reports in organizational research:problems and prospects[J].Journal of Management,1986,12(4):531-544.
[60]Aiken L S,West S G.Multiple regression:testing and interpreting interactions Institute for Social and Economic Research(ISER)[J].Journal of the Operational Research Society,1991,45(1):119-120.