摘要
以国内外品牌形象测评理论模型为依据,提出从"产品或服务自身形象、公司形象、使用者形象、符号形象"4个维度来构建我国体育用品品牌形象结构模型,并选取53项测试题目作为测度指标,以此作为体育用品品牌形象的原始量表。选择国内5大知名体育用品品牌(李宁、安踏、匹克、特步、361°)作为实证对象,通过测试题项的T检验和项目纯化,原始量表的53个测试题目缩减至36个,由此得出我国体育用品品牌形象的初步量表。对该量表进行主成分探索性因素分析,结果表明中国体育用品品牌形象结构模型包括5个维度:使用者形象、产品或服务自身形象、公司或企业形象、符号形象与鲜明特征形象,共计36个测试题项。
Based on the study of domestic and international brand evaluation models,the author constructed a struc ture model of famous Chinese sports brand from perspectives of image of the product or service,image of a compa ny,image of the users,image of the symbols.Fifty three test subjects were designed to obtain empirical data from five well-known Chinese sports brands,namely,Li Ning,Anta,Peak,Xtep,361°.Through T-test and purifica tion of items,the original scale of 53 test subjects were reduced to 36,resulting in a preliminary scale of sporting goods image,which led to the final structure model of image of famous Chinese sports brand that included image of the users,image of the product or service,image of a company or an enterprise,image of symbols and image of dis tinct features.
出处
《武汉体育学院学报》
CSSCI
北大核心
2012年第10期39-46,共8页
Journal of Wuhan Sports University
关键词
体育用品
品牌形象
结构模型
探索性因素分析
验证性因素分析
sporting goods
brand image
structure model
exploratory factor analysis
confirmatory factor analysis
