应用客户中心模型对职业运动队品牌社区的调查

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2021-09-01 DOI:10.32731/smq.303.0921.05

Anat Toder Alon, A. Shuv-Ami

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引用次数: 1

摘要

本研究采用以顾客为中心的品牌社群模型(包括球迷-球迷、球迷-管理、球迷-球队和球迷-产品关系)，透过球队认同和球迷忠诚两个视角来检视体育迷，并探讨这些建构对球迷行为的影响。这项研究使用了一项基于在线小组的调查，收集了742名球迷的数据。同时，本研究运用探索性因子分析、验证性因子分析和规律网络分析，构建了新的团队体育俱乐部球迷中心关系量表的效度和信度。利用结构方程模型，证明了所有四个层次的球迷关系都显著预测了球队认同和球迷忠诚度。此外，球队认同和球迷忠诚对观赛意愿均有显著的预测作用。识别和分类以球迷为中心的不同层次的关系，可以为tsc提供加强球迷对球队的认同和忠诚度的潜力，从而增加消费。

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Applying the Customer-Centric Model to the Investigation of Brand Communities of Professional Sports Teams

This study employs the customer-centric model of brand communities (including fan-fan, fan-management, fan-team, and fan-product relationships) to examine sports fans through the two lenses of team identification and fan loyalty and explore the effect of these constructs on fans’ behavior. The study used an online panel-based survey to collect data from 742 football fans. Also, the study utilized exploratory factor analysis, confirmatory factor analysis, and nomological network analysis to establish the validity and reliability of a new scale of fan-centric relationships of team sports clubs (TSCs). Utilizing structural equation modelling, it was demonstrated that all four levels of fan relationships significantly predicted both team identification and fan loyalty. Furthermore, both team identification and fan loyalty significantly predicted intention to attend games. Identifying and classifying the different levels of fan-centric relationships may provide TSCs with the potential to strengthen fans’ identification with and loyalty to the team and, consequently, increase consumption.

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.