Athletes’ brand equity, spectator satisfaction, and behavioral intentions
Athletes’ brand equity, spectator satisfaction, and behavioral intentions
复制标题
运动员资产品牌、观众满意度和行为意图
DOI：
10.1108/apjml-05-2018-0176
复制
发表时间：
2019
影响因子：
3.7
通讯作者：
Suk
中科院分区：
文献类型：
--
作者：
Jae;Junmo Sung;Jaeman Son;Kyunga Na;Suk
目的
本研究旨在探讨运动员个人品牌资产、体育赛事观众整体满意度与行为意向之间的关系。
设计/方法/方式
当接近LG Whisen Rhythmic All Stars 2013观众中的潜在参与者时，使用了便利抽样方法，这是一项体育赛事，其中著名的体育运动员表演编排的舞蹈动作。在韩国高阳市共完成了350项调查。在所收集的调查中，有20份因缺失值过多而被丢弃，因此有330份调查可用。
结果
本研究以结构方程模式发现，运动员个人的品牌资产会正向且直接影响整体运动赛事满意度与行为意向，包括赛事参与者的重购与口碑意向，而这两个因素是由满意度间接介导的。
独创性/价值
这项研究表明，个人运动员的品牌资产可以增加观众的满意度水平，以类似的方式，一个运动队或产品的品牌资产。
Purpose
The purpose of this paper is to examine the relationships among an individual athlete’s brand equity, overall spectator satisfaction at sporting events and behavioral intentions.
Design/methodology/approach
The convenience sampling method was used when approaching potential participants among spectators of the LG Whisen Rhythmic All Stars 2013, a sporting event in which celebrated sports players perform choreographed dance routines. A total of 350 surveys were completed in Go-Yang, South Korea. Of the surveys collected, 20 were discarded due to excessive missing values, resulting in 330 usable surveys.
Findings
Using structural equation modeling, this study found that the brand equity of an individual athlete positively and directly affects the overall sporting event satisfaction and behavioral intentions, including re-purchase and word-of-mouth intentions among event attendees, which are factors that are mediated indirectly by satisfaction.
Originality/value
This study shows that the brand equity of an individual athlete can increase the spectator satisfaction levels in a similar manner to the brand equity of a sports team or product.
SiO_x薄膜等离子体射流辐照毫秒热处理形成硅纳米晶及其浮栅存储器应用（二）
DOI：
--
发表时间：
2009
期刊：
影响因子：
--
作者：
T. Okada;T. Okada;H. Furukawa;H. Furukawa;T. Yorimoto;T. Okada;岡田竜弥
通讯作者：
岡田竜弥