摘要
采用问卷调查法、文献资料法、探索性因子分析与验证性因子分析等方法,测量我国职业体育俱乐部的品牌联想因子。采用探索性因子分析,研究得出俱乐部品牌相关的7个因子可以影响到球迷、消费者引起职业体育俱乐部品牌联想。用验证性因子分析各个因素之间的关系以及对整个职业体育俱乐部品牌联想的关系,研究得出的联想因子正是俱乐部球迷所持有的理念,而且能有效帮助职业体育俱乐部管理层从各个方面来经营管理他们的俱乐部品牌。
In this study,questionnaire survey,document,exploration factor analysis and confirmatory factor analysis used to measure brand association of professional sports clubs in China.Seven factors could affect fans and consumers to the brand association of professional sport clubs with exploration factor analysis.The relations of factors and the relations with brand association were analyzed with confirmatory factor analysis.The association factors were same with the fans held philosophy,this can help professional sports management to manage their brands in all aspects.
出处
《天津体育学院学报》
CAS
CSSCI
北大核心
2010年第4期355-359,共5页
Journal of Tianjin University of Sport
关键词
职业体育俱乐部
品牌
品牌联想
professional sports clubs
brands
brand association
