体育场馆营销因素与品牌资产及品牌忠诚度的关系
[Abstract]:The main purpose of this paper is to analyze the influence of the marketing combination factors of stadiums and gymnasiums on brand loyalty and the influence of brand equity on brand loyalty, and to put forward an ideal marketing combination strategy for the effective management of stadiums and gymnasiums. Therefore, on the basis of investigating a large number of previous data, the relationship model of the influence of marketing factors on brand equity and brand loyalty is set up based on the hypothetical model, and the structural equation model (SEM:structural equation model),) is used to set up the relationship model about the influence of marketing factors on brand equity and brand loyalty. The causality between variables is found out. The subjects were limited to stadiums and gymnasiums in Seoul and Gyeonggi Province. 978 samples were collected by (convenience sampling method),. Data processing using SPSS15.0 frequency analysis (frequency analysis), exploratory factor analysis (exploratory factor analysis), to test the structural validity of each measurement model (construct validity), Using AMOS7.0 to analyze the validity of the model, the covariance structure of the model is analyzed by (covariance structure analysis). Based on the above research methods and data analysis, the following conclusions are drawn. Based on the personal characteristics of stadiums and gymnasiums, the products, as the lower factor of marketing factor, show significant differences in occupation, exercise time, exercise frequency, exercise intensity and so on. Based on the personal characteristics of stadiums and gymnasiums customers, the brand quality, as the inferior factor of brand equity, shows significant differences in gender, occupation, monthly income, sports, 'exercise time, exercise frequency, exercise intensity and so on. Based on the personal characteristics of stadiums and gymnasiums, action loyalty, as the inferior factor of brand loyalty, shows significant differences in gender, occupation, exercise items, exercise time, exercise intensity and so on. Among the marketing factors, the product (尾 = .301), the price (尾 = .227) and the place (尾 = .106) have a significant impact on the brand quality as the lower factor of brand equity. Product (尾 = .153), price (尾 = .202) and promotion (尾 = .397) have significant influence on brand recognition as the lower factor of brand equity. Product (尾 = .288), price (尾 = .097) and promotion (尾 = .525) have a significant impact on the brand image as the inferior factor of brand equity. Among the marketing factors, product (尾 = .368), price (尾 = .211), place (尾 = .117) and promotion (尾 = .118) have significant effects on behavior loyalty as the lower factor of brand loyalty. Product (尾 = .220), price (尾 = .339), place (尾 = .120) and promotion (尾 = .172) have significant effects on attitude loyalty as the lower factor of brand loyalty. In brand equity, brand quality (尾 = .446) and brand image (尾 = .390) have significant effects on behavior loyalty as the lower factor of brand loyalty. Brand quality (尾 = .209), brand recognition (尾 = .183) and brand image (尾 = .373) have significant effects on attitude loyalty as the inferior factor of brand loyalty. The direct effect of stadiums and gymnasiums marketing factors on brand equity is .818; The direct effect of brand equity on brand loyalty is .608, and the direct effect of stadiums and gymnasiums marketing factors on brand loyalty is .414; The indirect effect of stadiums and gymnasiums marketing factors on brand loyalty through brand equity is .497, and the total causality effect is .911.
【学位授予单位】:湖南师范大学
【学位级别】:博士
【学位授予年份】:2010
【分类号】:G80-05
【相似文献】
相关期刊论文 前10条
1 刘志民;丁燕华;;大型体育赛事赞助对品牌的影响研究[J];南京体育学院学报(社会科学版);2010年03期
2 赵广志;彭玲;;初论品牌资产管理[J];中山大学研究生学刊(社会科学版);1996年02期
3 江明华,董伟民;价格促销的折扣量影响品牌资产的实证研究[J];北京大学学报(哲学社会科学版);2003年05期
4 马向阳;陈琦;郑春东;;通过社会性营销建立品牌资产[J];天津大学学报(社会科学版);2010年03期
5 赵佩安;;打手品牌迷思[J];世界高尔夫;2009年12期
6 张维炯;品牌资产和企业核心竞争能力[J];上海管理科学;2002年01期
7 吴小健;企业品牌资产的形成及价值体现[J];南平师专学报;2003年01期
8 尤晨;戴露;;关于提升服装专业市场品牌资产的思考[J];湖北经济学院学报(人文社会科学版);2006年05期
9 姜莹;晋贵堂;李轶楠;;品牌资产的战略选择——整合营销传播[J];沈阳工程学院学报(社会科学版);2007年01期
10 王红国;刘国华;;酒店品牌资产及其增值路径[J];理论月刊;2007年08期
相关会议论文 前10条
1 王月辉;单艳华;;基于“十要素模型”的嘉和一品公司品牌资产评估实证研究[A];中国高等院校市场学研究会2011年年会论文集[C];2011年
2 何佳讯;才源源;秦翕嫣;;消费者代际品牌资产的结构与测量:基于双向影响的视角[A];第五届(2010)中国管理学年会——市场营销分会场论文集[C];2010年
3 ;让品牌资产成为企业资本[A];首届中国市场品牌战略论坛文集[C];2004年
4 黄合水;彭聃龄;;关于品牌资产的一种认知观点[A];第九届全国心理学学术会议文摘选集[C];2001年
5 钟帅;唐小飞;;基于消费者-品牌关系的品牌资产研究:概念化模型构建[A];第六届(2011)中国管理学年会——市场营销分会场论文集[C];2011年
6 杨振;;品牌成就伟业[A];推动新型工业化 促进湖南经济发展——2007年湖南科技论坛(下)[C];2007年
7 王永贵;;品牌资产与顾客关系管理绩效——基于中国消费者视角的公司声誉的双重角色剖析[A];中国市场学会2006年年会暨第四次全国会员代表大会论文集[C];2006年
8 何佳讯;;品牌资产测量:认知心理和社会心理视角的比较[A];第十届全国心理学学术大会论文摘要集[C];2005年
9 何佳讯;才源源;王莹;;中国文化背景下代际影响对代际品牌态度的作用:权力距离的调节效应[A];第四届(2009)中国管理学年会——市场营销分会场论文集[C];2009年
10 卫海英;祁湘涵;;基于信息经济学视角的品牌资产生成研究[A];中国市场学会2006年年会暨第四次全国会员代表大会论文集[C];2006年
相关重要报纸文章 前10条
1 于斐;品牌是永恒的卖点[N];商务时报;2007年
2 本报记者 马丽;培养顾客忠诚度至关重要[N];中国黄金报;2005年
3 陈昌成;客户满意度 提升品牌忠诚度下滑[N];中国企业报;2004年
4 陈彦廷 DigiTimes;PC品牌大厂抢救品牌忠诚度 转换思维 决战设计风潮[N];电子资讯时报;2007年
5 记者 严冰;国航再成“世界品牌五百强”[N];人民日报海外版;2009年
6 新闻;高档车品牌忠诚度不可靠[N];民营经济报;2005年
7 本报记者 金宣;竞争:拥有占市场主导地位的品牌[N];中国黄金报;2005年
8 ;调查显示NAC品牌忠诚度为先[N];网络世界;2007年
9 冯英杰;换车凸显品牌忠诚度危机[N];贵阳日报;2007年
10 晏成;品牌忠诚度是同质化竞争的关键[N];中国商报;2003年
相关博士学位论文 前10条
1 金永U,
本文编号:2488391
本文链接:https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2488391.html