کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
6576093 | 1422789 | 2018 | 14 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Examining the antecedents of sport team brand equity: A dual-identification perspective
ترجمه فارسی عنوان
بررسی پیشینهای از ویژگی های برند تیم ورزشی: چشم انداز شناسایی دوگانه
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کلمات کلیدی
مدل شناسایی دوگانه، شناسایی با تیم ورزشی، شناسایی با نام تجاری تیم ورزشی، منافع برند تیم ورزشی،
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار، مدیریت و حسابداری (عمومی)
چکیده انگلیسی
Although the practice of building brand equity in the context of professional sport teams is popular, the formation of sport team brand equity in the sport marketing literature is still relatively unknown and incompletely understood. In this study, the authors propose a dual-identification model to examine the formation of sport team brand equity in an Asia-based professional team sport setting. Baseball fans (NÂ =Â 548) of the Chinese Professional Baseball League (CPBL) in Taiwan participated in the self-administered survey. A Partial Least Squares Structural Equation Model analysis revealed that marketplace characteristics (including group experience, salient experience, team history, and fan rituals) and brand-identified-related factors (including self-congruity and team brand prestige) were significantly related to identification with sport team and identification with sport team brand, respectively. In turn, both identification with sport team and identification with sport team brand were significant predictors of sport team brand equity. These findings highlight the importance of studying a dual-identification model in order to understand how sport team brand equity forms and suggest implications for sport team managers.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Sport Management Review - Volume 21, Issue 3, June 2018, Pages 293-306
Journal: Sport Management Review - Volume 21, Issue 3, June 2018, Pages 293-306
نویسندگان
Michael Chih-Hung Wang, Ya-Yun Tang,