{"title":"职业体育“单膝跪地”抗议:对德国耐克顾客忠诚度影响的实证研究","authors":"C. Giebe, L. Löffler, S. Schneider","doi":"10.21272/bel.4(1).92-105.2020","DOIUrl":null,"url":null,"abstract":"The article deals with the research of opportunities and prospects to use “Take a knee” protest in professional sports for Nike marketing purposes in terms of influencing customer loyalty to that brand. The action “Take a knee” became widely known in 2016, when the coloured quarterback of the San Francisco 49ers, Colin Kaepernick, knelt in protest while singing the national anthem of the United States of America before several games to denounce police violence against blacks and coloured people. In 2017 the European community for professional sports firstly supported that action, when Hertha BSC’s Bundesliga team went down on their knees before the kick-off of a Bundesliga game to demonstrate for diversity, tolerance and responsibility. Since Hertha BSC is equipped with the sporting goods of Nike manufacturer, the article suggested and tested the hypothesis that “Take a knee” could have an impact on customer loyalty growth to the Nike brand. The systematization of the relevant literature sources and approaches to study the demand for sports goods indicates the lack of comprehensive research on the analysis regarding the impact of the atypical advertising measures on consumer behaviour. Based on the systematization of literary sources, the article identifies the controversy of marketing activities with people who engage in politics. Furthermore, the article defines the moral role of individual athletes or teams of different sports using the example of American football and football (also known as soccer). The methodological basis of the study was analytical and comparative methods, methods of analysis, synthesis, and logical generalization. The paper presents the results of an empirical analysis based on a survey of potential customers of sporting goods in Germany in early 2020 with a sample size of 135 respondents. The authors substantiate the importance of continuous and systematic work by the advertising companies aimed at attracting famous people who are politically engaged in advertising companies as a guarantee of increasing customer loyalty. 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Since Hertha BSC is equipped with the sporting goods of Nike manufacturer, the article suggested and tested the hypothesis that “Take a knee” could have an impact on customer loyalty growth to the Nike brand. The systematization of the relevant literature sources and approaches to study the demand for sports goods indicates the lack of comprehensive research on the analysis regarding the impact of the atypical advertising measures on consumer behaviour. Based on the systematization of literary sources, the article identifies the controversy of marketing activities with people who engage in politics. Furthermore, the article defines the moral role of individual athletes or teams of different sports using the example of American football and football (also known as soccer). The methodological basis of the study was analytical and comparative methods, methods of analysis, synthesis, and logical generalization. The paper presents the results of an empirical analysis based on a survey of potential customers of sporting goods in Germany in early 2020 with a sample size of 135 respondents. The authors substantiate the importance of continuous and systematic work by the advertising companies aimed at attracting famous people who are politically engaged in advertising companies as a guarantee of increasing customer loyalty. 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引用次数: 1
摘要
本文涉及的机会和前景的研究,使用“单膝跪地”抗议在职业体育耐克营销的目的,在影响客户对该品牌的忠诚度方面。2016年,旧金山49人队(San Francisco 49ers)的有色人种四分卫科林·卡佩尼克(Colin Kaepernick)在几场比赛开始前跪地抗议,同时高唱美国国歌,谴责警察对黑人和有色人种的暴力行为。2017年,欧洲职业体育界首次支持这一行动,当时赫塔BSC的德甲球队在德甲比赛开始前跪下,以展示多样性、宽容和责任。由于Hertha BSC配备的是耐克制造商的体育用品,本文提出并检验了“Take a knee”会对耐克品牌的顾客忠诚度增长产生影响的假设。对体育用品需求研究的相关文献来源和研究方法的梳理表明,非典型广告措施对消费者行为影响的分析缺乏全面的研究。本文在对文献资料进行系统化梳理的基础上,将营销活动的争议与政治人士的争议区分开来。此外,文章以美式橄榄球和美式足球(也称为足球)为例,定义了不同运动的运动员个人或团队的道德角色。本研究的方法论基础是分析方法和比较方法、分析方法、综合方法和逻辑概括方法。本文介绍了一项基于2020年初对德国体育用品潜在客户的调查的实证分析结果,该调查的样本量为135名受访者。作者论证了广告公司为吸引政治名人进入广告公司而进行的持续而系统的工作的重要性,这是提高客户忠诚度的保证。研究结果可以为商业和广告公司在制造商和客户之间选择营销沟通工具方面提供有用的信息。关键词:广告,商业道德,竞争力,顾客忠诚度,营销,耐克,体育与政治,跪下
“Take a Knee” Protests in Professional Sports: An Empirical Study about the Influence on Customer Loyalty to Nike in Germany
The article deals with the research of opportunities and prospects to use “Take a knee” protest in professional sports for Nike marketing purposes in terms of influencing customer loyalty to that brand. The action “Take a knee” became widely known in 2016, when the coloured quarterback of the San Francisco 49ers, Colin Kaepernick, knelt in protest while singing the national anthem of the United States of America before several games to denounce police violence against blacks and coloured people. In 2017 the European community for professional sports firstly supported that action, when Hertha BSC’s Bundesliga team went down on their knees before the kick-off of a Bundesliga game to demonstrate for diversity, tolerance and responsibility. Since Hertha BSC is equipped with the sporting goods of Nike manufacturer, the article suggested and tested the hypothesis that “Take a knee” could have an impact on customer loyalty growth to the Nike brand. The systematization of the relevant literature sources and approaches to study the demand for sports goods indicates the lack of comprehensive research on the analysis regarding the impact of the atypical advertising measures on consumer behaviour. Based on the systematization of literary sources, the article identifies the controversy of marketing activities with people who engage in politics. Furthermore, the article defines the moral role of individual athletes or teams of different sports using the example of American football and football (also known as soccer). The methodological basis of the study was analytical and comparative methods, methods of analysis, synthesis, and logical generalization. The paper presents the results of an empirical analysis based on a survey of potential customers of sporting goods in Germany in early 2020 with a sample size of 135 respondents. The authors substantiate the importance of continuous and systematic work by the advertising companies aimed at attracting famous people who are politically engaged in advertising companies as a guarantee of increasing customer loyalty. The results of the study can be useful for both business and advertising companies in terms of the choice of marketing communication tools between manufacturer and customer.
Keywords: advertising, business ethics, competitiveness, customer loyalty, marketing, Nike, sport and politics, Take a Knee.