基于球迷视角的中国职业足球俱乐部品牌资产构成、测量及驱动关系

Composition,Measurement and Driving Relationship of Brand Equity of Chinese Professional Football Clubs from the Perspective of Fans

顺应打造百年足球俱乐部的发展政策以及重点管理无形资产的发展转向,基于球迷视角探究中国职业足球俱乐部品牌资产的开发,以破解当前职业足球俱乐部的发展难题。通过文献分析法、访谈法、问卷调查法分析得出,基于球迷视角的职业足球俱乐部品牌资产由俱乐部形象、球迷认同和球迷忠诚3个维度构成,其中球队表现、观赛体验、历史底蕴、社会责任感、球迷关系、经营管理是构成俱乐部形象的重要驱动要素。实证结果显示,球迷关于俱乐部形象的认知对球迷忠诚、球迷认同产生了正向驱动作用,球迷认同在俱乐部形象和球迷忠诚之间起完全中介作用,三者之间的驱动关系通过“俱乐部形象—球迷认同—球迷忠诚”这一路径实现。同时,球迷个体差异对俱乐部形象感知产生不同的影响。

In order to comply with the development policy of building a centenary-old football club and the direction of focusing on the management of intangible assets,the research explores the development of brand equity of professional football clubs in China from the perspective of fans,so as to solve the current development problems of professional football clubs.Through the analysis of literature review,interview and questionnaire,it is concluded that the fans-based brand equity of professional football clubs are composed of three dimensions:club image,fan identity and fan loyalty.Among them,team performance,watching experience,historical background,sense of social responsibility,fan relationship and management are important driving factors of club image.The empirical results show that club image has a positive driving effect on fan loyalty and fan identity.Fan identity plays a complete intermediary role between club image and fan loyalty.The driving process is club image-fan identity-fan loyalty.At the same time,the individual differences of fans have different effects on the perception of club image.