需要保护的声誉":作为品牌资产战略来源的体育团队声誉

IF 1.5 Q3 BUSINESS CORPORATE REPUTATION REVIEW Pub Date : 2024-09-02 DOI:10.1057/s41299-024-00200-7
Abhishek Mishra, Anish Yousaf, Martin Gannon
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引用次数: 0

摘要

本研究探讨了运动队声誉如何通过消费者的关系满意度、生活满意度和承诺塑造品牌资产。研究分两个阶段从印度收集了数据,并通过结构方程模型对 523 份答复进行了检验。除了社会责任和财务稳健性对关系满意度的影响以及生活满意度对团队品牌资产的影响外,所有假设的关系都是显著的。自我一致性也对关系满意度结果产生了积极的调节作用,包括运动队传统、观众导向和管理风格等维度。研究结果为管理者提供了重要启示,强调了良好声誉在建立消费者-球队忠诚度中的关键作用。我们的研究表明,营销战略应侧重于通过让球迷参与到场内外的成功活动中来增强消费者的自我认同,从而促进有意义的联系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

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‘A Reputation to Protect’: Sport-Team Reputation as a Strategic Source of Brand Equity

This study investigates how sports team reputation shapes brand equity through consumers’ relationship satisfaction, life satisfaction, and commitment. Data were collected from India in two stages, with 523 responses used to test relationships among constructs via structural equation modelling. Barring the effects of social responsibility and financial soundness on relationship satisfaction and the effect of life satisfaction on team brand equity, all hypothesised relationships were significant. Self-congruity also positively moderated relationship satisfaction outcomes, including sport-team heritage, spectator orientation, and management style dimensions. The study’s findings provide important insights for managers, highlighting the crucial role of a strong reputation in building consumer-team loyalty. Our research suggests that marketing strategies should focus on enhancing consumer self-identification by involving fans in on-field and off-field successes to foster meaningful connections.

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来源期刊
CiteScore
3.80
自引率
5.30%
发文量
19
期刊介绍: Corporate Reputation Review is the leading international journal for all scholars and academics concerned with managing and measuring corporate reputation.The Journal is reviewed by a distinguished editorial board, under the guidance of Guido Berens (Erasmus University, The Netherlands). Corporate Reputation Review provides a forum for rigorous, practically relevant academic research into reputations and reputation management, as well as related concepts such as identity and corporate communication.
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