{"title":"球迷对Buriram United足球俱乐部的品牌忠诚度","authors":"Vichian Puncreobutr, Atasak Sarachaicharan","doi":"10.2139/ssrn.2774597","DOIUrl":null,"url":null,"abstract":"The objective of the study was to measure the level of Brand Loyalty towards the Buriram United Football Club. For the study theoretical concepts was identified in literature related to the brand loyalty to define loyalty factors of Buriram United Football Fan Club; in order to measure brand loyalty. The sample group of 382 respondents was chosen for the study based on Krejcie and Morgan table. The survey method was adopted for the study by using questionnaire. The statistical tools used for the study were Mean, Pearson Correlation and Comparison Analysis. Dependent variables consist of 6 factors of brand loyalty and strategies used for creating loyalty. Independent variables consist of fan club group and loyalty levels. The study found that majority of the respondents, who are fans of Buriram United football club was from Buriram Province. Though the loyalty level was high for all the 5 levels, majority of the respondents have committed relationship with the brand. And out of 6 loyalty factors, it is found that Brand affect, customer satisfaction and Brand equity were at high level. Finally, the strategies used for creating loyalty also resulted at high level, but Brand Identity; Brand Insistence; Brand Preference was at high level. The results of correlation analysis indicate that there is a high positive relationship (.830) among loyalty factors and strategies for building loyalty. Conclusion and recommendations are presented for the study.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2016-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Brand Loyalty of Fans Towards the the Buriram United Football Club\",\"authors\":\"Vichian Puncreobutr, Atasak Sarachaicharan\",\"doi\":\"10.2139/ssrn.2774597\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The objective of the study was to measure the level of Brand Loyalty towards the Buriram United Football Club. For the study theoretical concepts was identified in literature related to the brand loyalty to define loyalty factors of Buriram United Football Fan Club; in order to measure brand loyalty. The sample group of 382 respondents was chosen for the study based on Krejcie and Morgan table. The survey method was adopted for the study by using questionnaire. The statistical tools used for the study were Mean, Pearson Correlation and Comparison Analysis. Dependent variables consist of 6 factors of brand loyalty and strategies used for creating loyalty. Independent variables consist of fan club group and loyalty levels. The study found that majority of the respondents, who are fans of Buriram United football club was from Buriram Province. Though the loyalty level was high for all the 5 levels, majority of the respondents have committed relationship with the brand. And out of 6 loyalty factors, it is found that Brand affect, customer satisfaction and Brand equity were at high level. Finally, the strategies used for creating loyalty also resulted at high level, but Brand Identity; Brand Insistence; Brand Preference was at high level. The results of correlation analysis indicate that there is a high positive relationship (.830) among loyalty factors and strategies for building loyalty. Conclusion and recommendations are presented for the study.\",\"PeriodicalId\":269853,\"journal\":{\"name\":\"MKTG: Branding & Brand Management (Topic)\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2016-05-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"MKTG: Branding & Brand Management (Topic)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2139/ssrn.2774597\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"MKTG: Branding & Brand Management (Topic)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2139/ssrn.2774597","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
摘要
本研究的目的是衡量对Buriram United足球俱乐部的品牌忠诚度水平。本研究从文献中寻找品牌忠诚相关的理论概念,定义Buriram United Football球迷俱乐部的忠诚因素;为了衡量品牌忠诚度。根据Krejcie和Morgan表选取样本组382人进行研究。本研究采用问卷调查法。本研究使用的统计工具为Mean、Pearson Correlation和Comparison Analysis。因变量由品牌忠诚度的6个因素和创造忠诚度的策略组成。自变量包括粉丝俱乐部群体和忠诚度水平。该研究发现,作为武里南联队球迷的受访者中,大部分来自武里南省。虽然5个级别的忠诚度都很高,但大多数受访者与品牌保持着忠诚的关系。在6个忠诚因素中,品牌影响、顾客满意和品牌资产处于较高水平。最后,用于创造忠诚度的策略也导致了高水平,但品牌认同;品牌坚持;品牌偏好水平较高。相关分析结果显示,企业忠诚因素与企业忠诚建立策略之间存在高度正相关(0.830)。最后对本研究提出结论和建议。
Brand Loyalty of Fans Towards the the Buriram United Football Club
The objective of the study was to measure the level of Brand Loyalty towards the Buriram United Football Club. For the study theoretical concepts was identified in literature related to the brand loyalty to define loyalty factors of Buriram United Football Fan Club; in order to measure brand loyalty. The sample group of 382 respondents was chosen for the study based on Krejcie and Morgan table. The survey method was adopted for the study by using questionnaire. The statistical tools used for the study were Mean, Pearson Correlation and Comparison Analysis. Dependent variables consist of 6 factors of brand loyalty and strategies used for creating loyalty. Independent variables consist of fan club group and loyalty levels. The study found that majority of the respondents, who are fans of Buriram United football club was from Buriram Province. Though the loyalty level was high for all the 5 levels, majority of the respondents have committed relationship with the brand. And out of 6 loyalty factors, it is found that Brand affect, customer satisfaction and Brand equity were at high level. Finally, the strategies used for creating loyalty also resulted at high level, but Brand Identity; Brand Insistence; Brand Preference was at high level. The results of correlation analysis indicate that there is a high positive relationship (.830) among loyalty factors and strategies for building loyalty. Conclusion and recommendations are presented for the study.