摘要
采用定量和定性混合研究方法,运用个人品牌和品牌形象理论,从消费者感知视角探讨体育明星品牌形象维度并进行量表开发和实证分析。研究由3个相对独立的调查组成。研究1:采用焦点小组访谈和深度访谈,结合网络言论收集,对所获资料进行编码分析,归纳出消费者感知的体育明星品牌形象构成维度。研究2:以研究1所得的体育明星品牌形象维度为依据,开发体育明星品牌形象量表。基于350名大学生调查数据,对量表进行信度、效度分析。研究3:运用研究2形成的量表,基于362名被调查者的调查数据,比较分析不同人群所喜欢的体育明星品牌形象。结果表明,体育明星品牌形象包括外在形象、品德作风、运动水平、竞技风格、社会责任和粉丝关系6个维度。各维度克龙巴赫系数和组合信度均大于0.7,平均方差提取值均大于0.5且大于各维度之间的相关系数,说明量表具有较好的信度、收敛效度和结构效度。不同性别、年龄、教育程度、体育专业与非体育专业人士对体育明星品牌形象各维度重视程度不同。男性、体育专业人士更重视运动水平;女性、非体育专业人士更在意外在形象;30岁以下群体更关注外在形象和粉丝关系。
This paper adopted mixed research method,combining qualitative with quantitative research,applying personal brand theory and brand image theory,from visual angle of consumer,formed dimensions of sports star brand image,developed scale and conducted empirical test.This paper contains three relatively independent investigations.Applying focus group interview and depth interview,combining with network data,using code reduction,study one summed up brand image dimensions of sports star.Based on dimensions of sports star formed in study one,Study two developed the evaluation scale of sports star brand image and checked out its reliability and validity.Study three compared brand image dimension of sports star which adored by people with different demographic characteristics.The results show that sports star brand image includes six dimensions：external image,moral style,sports level;competition style;social responsibility;relationship with fans.Cronbach＇s alpha and composite reliability（CR）of six dimension are all more than 0.7;average variance extracted（AVE）of six dimension are all more than 0.5 and greater than correlation coefficient between different dimensions.Scale of sports start image has good reliability,convergent validity and discrimination validity.People with different gender,age,education level,speciality prefer different dimension of brand image.Male and sport professionals prefer sports level;female,non sports professionals prefer external image;people under 30 years old prefer external image and relationship with fans.The conclusion helps sports star,their broker and supervisor understand branding process of sports star,develop effective brand strategies and improve brand equity of sports star.Also the research conclusion helps enterprise to choose sports star endorser reasonably.
出处
《中国体育科技》
CSSCI
北大核心
2016年第1期36-44,104,共10页
China Sport Science and Technology
基金
国家自然科学基金项目(71472153)
成都体育学院博士科研基金项目(15YJBSO1)
关键词
体育明星
品牌形象
混合研究
sports star
brand image
mixed research method
