摘要
本研究以客户企业视角探讨体育用品企业品牌价值创建的过程,实证研究表明,企业与客户企业互动界面中的产品服务质量、组织交易关系、私人关系对品牌价值有直接正向显著影响作用;品牌认同在产品服务质量、组织交易关系与品牌价值之间具有部分中介作用;品牌认同在品牌形象与品牌价值之间有完全中介作用。本研究为体育用品企业的品牌治理和品牌营销提供理论参考与实证支撑。
The empirical research on the creation of brand value of sporting goods enterprises from the perspective of customer enterprises shows that the product service quality in the interactive interface between enterprises and customers the personal relationship have a direct positive effect on the brand value.The brand identity has some mediating effects between the quality of service,the relationship of organization transaction and the brand value.As well as the brand identity has a significant influence between brand image and brand value.This research provides the theoretical reference and the empirical support for the brand management and brand marketing of sporting goods enterprises.
作者
荣思军
宋立强
韩炜
RONG Sijun;SONG Liqiang;HAN Wei(Department of Physical Education,Shandong Jianzhu University,Jinan Shandong,250101,China;Scientific Research Department of Shandong Sport University,Jinan Shandong,250102,China)
出处
《四川体育科学》
2020年第4期107-112,116,共7页
Sichuan Sports Science
基金
山东省社会科学规划研究项目(14BTYJ02)。
关键词
体育用品企业
品牌价值共创
品牌认同
Sporting Goods enterprises
Creating the brand value
The identity of brands
