体育明星代言对于品牌权益影响的实证研究

发布时间：2019-04-28 20:08

【摘要】： 2008年北京奥运会的成功举办,极大地激发了国人及其企业的体育热情。同时随着我国经济、社会、及体育事业的快速进步,体育作为一个产业逐渐成形;尤其在我国竞技体育面向职业化、商业化、产业化快速发展的宏观背景下,体育明星借着体育营销的东风,通过企业的精心包装,在各种媒体的簇拥下走向大众,越来越多的体育明星成为企业和城市品牌代言人。然而,体育明星代言有成功典范,亦有失败案例;并非所有的产品均适合邀请体育明星作为其品牌代言人。与国内市场体育明星代言的广泛流行不同,体育明星代言对于品牌权益的影响的实证研究则明显不足。本项研究正是在这样的背景下提出和完成的。本文由如下七部分内容构成。第一部分:绪论,指出本项研究的背景,即体育明星代言的重要性日益体现,但是理论研究尚显不足。第二部分:体育明星代言研究概述,本部分主要回顾和总结已有关于名人代言与体育明星代言理论研究和实践结果,提炼出已有文献中对本项研究富有意义的结论。第三部分:品牌权益研究概述,首先,基于品牌的概念提出品牌权益的概念,总结常见的一些关于品牌概念的论述;然后,在品牌权益概念的基础上,详尽介绍基于消费者的品牌权益的理论模型,最后概括综述基于消费者的品牌权益的衡量模型。第四部分:研究模型与假设:在已有文献研究回顾与总结的基础之上,提出本项研究的关键假设,构建本项研究的核心模型。第五部分:基于假设与模型,针对体育明星代言对企业品牌权益的影响进行实证研究。第六部分:研究结果分析,对本项研究所得出的结论进行分析,提出对实践者富有意义的一些对策性建议。第七部分,对全文进行总结与展望,指出值得进一步研究的论题和方向。
[Abstract]:The successful hosting of the 2008 Beijing Olympic Games has greatly stimulated the sports enthusiasm of the Chinese people and their enterprises. At the same time, with the rapid progress of economy, society and sports in our country, physical education takes shape as an industry. Especially under the macro background of professional, commercialized and industrialized development of competitive sports in our country, sports stars, through the east wind of sports marketing, through the meticulous packaging of enterprises, go to the masses under the besieged of all kinds of media, and the sports stars go to the masses through the east wind of sports marketing. More and more sports stars become corporate and city brand spokesmen. However, sports stars have success stories and failure cases; not all products are suitable for inviting sports stars as their brand spokesmen. Different from the widespread popularity of sports star endorsement in domestic market, the empirical research on the influence of sports star endorsement on brand equity is obviously insufficient. This study is proposed and completed in this context. This paper consists of seven parts as follows. The first part: introduction, pointing out the background of this research, that is, the importance of sports star endorsement is increasingly reflected, but the theoretical research is still insufficient. The second part is an overview of the research on endorsement of sports stars. This part mainly reviews and summarizes the theoretical research and practical results on celebrity endorsement and sports star endorsement, and refines the meaningful conclusions of this study in the existing literature. The third part is an overview of the research on brand equity. Firstly, the concept of brand equity is put forward based on the concept of brand, and some common discussions about brand concept are summarized. Then, on the basis of the concept of brand equity, the theoretical model of consumer-based brand equity is introduced in detail. Finally, the measurement model of consumer-based brand equity is summarized. Part IV: research models and assumptions: on the basis of the review and summary of the literature, the key assumptions of this study are put forward, and the core model of this study is constructed. The fifth part: based on the hypothesis and model, this paper makes an empirical study on the influence of sports star endorsement on corporate brand equity. Part VI: analysis of the results of the study, analysis of the conclusions of this study, and put forward some meaningful countermeasures for practitioners. The seventh part summarizes and looks forward to the full text, and points out the topics and directions worthy of further study.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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