全民网球赛事品牌形象与品牌忠诚:情感、信任的多重中介

Brand Image and Brand Loyalty of National Tennis Events:Multiple Mediation of Emotion and Trust

为探究全民网球赛事品牌形象对品牌忠诚的影响机制,以及情感、信任的多重中介效应,采用全民网球赛事品牌形象量表、品牌忠诚量表、情感量表、信任量表对826名全民网球赛事观众及运动员进行调查。研究结果显示:全民网球赛事管理路径模型包括责任形象、符号形象、响应形象、特征形象、情感、信任、品牌忠诚;责任形象仅通过信任中介间接影响品牌忠诚,符号形象、响应形象通过情感、信任中介间接影响品牌忠诚,特征形象直接影响和通过情感、信任中介间接影响品牌忠诚;情感直接影响和通过信任中介间接影响品牌忠诚,信任直接影响品牌忠诚。研究的主要结论为全民网球赛事品牌形象建设的重点为特征形象,满足消费者情感需求应为品牌管理主要路径,同时加强情感管理和信任管理可增加品牌形象对品牌忠诚影响效应。对管理的启示是全民网球赛事可通过履行社会职责,提升社会声誉,凝练赛事理念,发展赛事文化,建立良好响应,满足认同需求,提高情感体验,增强消费者信任等手段提升品牌忠诚,进行品牌塑造。

In order to explore the influence mechanism of brand image of national tennis events on brand loyalty as well as the multi-mediating effect of emotion and trust,we investigated 826 national tennis spectators and athletes using the brand image scale,brand loyalty scale,emotion scale and trust scale.The results showed that the management path model of national tennis events includes responsibility image,symbol image,response image,characteristic image,emotion,and trust,brand loyalty;Responsibility image only indirectly affects brand loyalty through trust intermediary.Symbol image and response image indirectly affect brand loyalty through emotion and trust intermediary.Characteristic image directly affects brand loyalty and through emotion,trust intermediary indirectly af fects brand loyalty;Emotion directly affects brand loyalty and indirectly affects brand loyalty through trust intermediary.The main conclusions of the study is that the focus of brand image construction of national tennis events is the characteristic image,and satisfying consumers'emotional needs should be the main path of brand management.Meanwhile,strengthening the emotional management and trust management can increase the effect of brand image on brand loyalty.The inspiration of this study for management is that national tennis events can enhance brand loyalty and build a brand by fulfilling social responsibility,en hancing social reputation,refining racing concept,developing race culture,establishing good response,satisfying identification needs,improving emotional ex perience,and enhancing consumer trust,and so on.