你的爱有多深?品牌喜爱分析在足球队中的应用

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-05-07 DOI:10.1108/ijsms-10-2019-0112
F. Martín, L. D. Toledo, P. Palos-Sánchez
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引用次数: 21

摘要

中心目标是确定一个品牌的主要组成部分,使其成为消费者心目中“喜爱”的品牌,并应用于足球队。作者使用偏最小二乘法(PLS)对824名参与者进行了定量因果研究,使用在线问卷。品牌爱是一个由五个维度构成的结构:激情、与品牌的联系、内在奖励、情感依恋、思考和频繁使用。它还表明,对足球队的品牌喜爱的结果是忠诚度、投资意愿和口碑传播。大型足球俱乐部的经理必须强调与球迷建立情感联系,并制定建立长期情感关系的营销策略,这将带来更多的投资。鉴于体育部门的竞争和国际环境,这些结论将对制定赞助战略的体育俱乐部经理和公司有用。另一个重要的贡献是品牌在足球队中的理论贡献和球迷作为消费者的心理理解。这是第一次尝试建立一个关于足球队品牌热爱的背景和原因的模型,这一背景也没有像西班牙那样被分析。分析不仅关注情感关系,还包括如何对粉丝的可能投资进行建模。
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How deep is your love? Brand love analysis applied to football teams
The central objective is to determine the main components of a brand that become a “beloved” brand in the minds of consumers applied to football teams.,The authors conducted a quantitative causal study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire.,Brand love is a construct composed of five dimensions: passion, connection with the brand, intrinsic rewards, emotional attachment and thinking and frequent use. It also demonstrates that the consequences of brand love for football teams are loyalty, willingness to invest and word-of-mouth communication.,Managers of large football clubs must emphasize achieving an emotional connection with their fans and develop their marketing strategies on building long-term emotional relationships which will result in greater investments.,Given the competitive and international environment of the sports sector, the conclusions will be of use for managers of sports clubs and companies that develop sponsorship strategies. Another important contribution is the theoretical contribution of the brand in football teams and the psychological understanding of fans as consumers.,This is the first attempt to establish a model of the background and causes of brand love with respect to football teams and a context also not analysed as is the Spanish one. The analysis does not only focus on the emotional relationship but also include how the possible investment of the fans is modelled.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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