本文選題：體育名人代言　切入點(diǎn)：品牌形象　出處：《西南財(cái)經(jīng)大學(xué)》2012年碩士論文

【摘要】：體育名人代言作為一種企業(yè)營(yíng)銷方式日益被重視,當(dāng)前各類體育活動(dòng)、體育賽事日益風(fēng)行,大量的電視轉(zhuǎn)播和商業(yè)化運(yùn)作給了體育一個(gè)更寬廣的平臺(tái),也給了運(yùn)動(dòng)員更多展現(xiàn)自我的機(jī)會(huì)；同時(shí),企業(yè)的品牌意識(shí)增強(qiáng),隨著國(guó)內(nèi)企業(yè)的發(fā)展和競(jìng)爭(zhēng)的不斷加大,許多企業(yè)從從前的加工代理到現(xiàn)如今的自創(chuàng)品牌,逐漸意識(shí)到品牌對(duì)于企業(yè)的意義和重要性。應(yīng)該看到,體育名人代言選擇上存在盲目性,理論支持欠缺,由于缺乏經(jīng)驗(yàn)和專業(yè)理論的支持,許多企業(yè)在代言人的選擇上十分粗糙簡(jiǎn)單,大多數(shù)時(shí)候企業(yè)只是簡(jiǎn)單地追逐體育名人的名氣和當(dāng)下的關(guān)注度,并沒(méi)有過(guò)多地去考慮運(yùn)動(dòng)員的總體形象,即體育公眾人物的精神、氣質(zhì)與產(chǎn)品的品質(zhì)、宗旨之間的契合點(diǎn)。這樣就造成品牌文化內(nèi)涵不能與代言人產(chǎn)生共鳴和聯(lián)系,讓消費(fèi)者混亂甚至排斥。 關(guān)于體育贊助中體育名人代言如何從不同維度來(lái)影響消費(fèi)者心中的品牌形象的相關(guān)研究不多。為此本研究將運(yùn)用管理學(xué)、市場(chǎng)營(yíng)銷學(xué)、廣告學(xué)、認(rèn)知心理學(xué)及其它相關(guān)研究成果,從消費(fèi)者視角圍繞贊助營(yíng)銷中體育名人品牌代言如何通過(guò)其自身的五個(gè)維度(知名度、吸引力、專業(yè)性、可信任度、匹配度)對(duì)品牌形象三個(gè)維度(質(zhì)量感知、品牌個(gè)性、組織形象)的影響機(jī)制進(jìn)行探討。 一、選題思路與角度 回顧前人在相關(guān)領(lǐng)域的研究,對(duì)于體育名人或者明星的研究文獻(xiàn)有不少,但是較多的集中于體育名人代言的現(xiàn)狀,商業(yè)價(jià)值和作用,風(fēng)險(xiǎn)規(guī)避等等方面,且在方法上較多的是定性的總結(jié)歸納,而在體育名人代言是如何通過(guò)其各方面的特質(zhì)來(lái)對(duì)品牌形象的各個(gè)方面產(chǎn)生影響的研究甚少,只有少數(shù)幾個(gè)相似主題的研究研究給本文思路和啟發(fā),例如有關(guān)于體育明星代言對(duì)品牌權(quán)益的研究,角度略有不同；也有對(duì)賽事贊助過(guò)程中品牌形象的轉(zhuǎn)移的研究,但是沒(méi)有從體育名人的角度去探討,因此在前人研究的基礎(chǔ)上,本文希望通過(guò)對(duì)體育名人代言的內(nèi)涵與構(gòu)成分析,發(fā)現(xiàn)其主要的構(gòu)成因素,再通過(guò)分析品牌形象的三個(gè)方面,建立兩者之間的關(guān)系,并用實(shí)證的方法進(jìn)行量化,進(jìn)而進(jìn)一步拓展、深化該領(lǐng)域的研究。并且回答和解決以下問(wèn)題：(1)在體育贊助營(yíng)銷中,體育名人代言是否會(huì)影響企業(yè)品牌形象?(2)如果有影響,那么體育名人的哪些特質(zhì)會(huì)影響品牌形象,又是如何影響的? 二、研究方法 本文通過(guò)對(duì)體育名人代言與品牌形象的維度分析,采用實(shí)證定量方法,找出兩者之間的聯(lián)系和影響方式,為企業(yè)在進(jìn)行體育名人贊助營(yíng)銷時(shí),提供更科學(xué)合理的理論支持,對(duì)體育名人做出正確的評(píng)價(jià)和選擇,使企業(yè)更直接地了解體育名人贊助對(duì)品牌形象的影響,消費(fèi)者對(duì)品牌的感知如何發(fā)生改變,達(dá)到更好的體育營(yíng)銷效果。 1、文獻(xiàn)資料：根據(jù)所要研究的問(wèn)題,本文查閱了大量國(guó)內(nèi)外有關(guān)品牌代言人、名人代言、體育名人、品牌形象、品牌價(jià)值等相關(guān)研究文獻(xiàn),對(duì)其進(jìn)行分析歸納總結(jié),提取本文所需的相關(guān)概念,作為本文的研究的理論框架基礎(chǔ),并且參考前人在類似問(wèn)題上的研究方法和研究量表,提取本文所需的有用材料。 2、實(shí)證調(diào)查：在形成理論分析和假設(shè)的基礎(chǔ)上,為了有效獲取一手資料,本文采用了問(wèn)卷調(diào)查的方式,了解消費(fèi)者對(duì)相關(guān)問(wèn)題的態(tài)度,通過(guò)量化相關(guān)指標(biāo)提供有效數(shù)據(jù)。然后采用SPSS16.0對(duì)數(shù)據(jù)進(jìn)行處理,對(duì)數(shù)據(jù)的效度和信度做了分析,采用回歸方法分析了有關(guān)變量,從而為本文實(shí)證分析提供了科學(xué)的量化分析支持。 三、主要結(jié)論與觀點(diǎn) 1、感知質(zhì)量、品牌個(gè)性、組織形象對(duì)品牌形象的影響分析 在三個(gè)因素中,感知質(zhì)量對(duì)品牌形象影響最為顯著,也就是說(shuō)好的消費(fèi)者質(zhì)量感知對(duì)樹(shù)立品牌形象是最重要的因素,其次是品牌個(gè)性和組織形象。 2、體育名人代言對(duì)感知質(zhì)量的影響分析 研究結(jié)果表明,體育名人的吸引力、專業(yè)性、可信任度以及匹配度都與感知質(zhì)量都存在著正相關(guān)的關(guān)系,并且這四個(gè)因素的相關(guān)程度存在差異,其影響程度有大到小的順序分別是：專業(yè)性、匹配度、可信任度、吸引力。而體育名人的知名度對(duì)品牌的感知質(zhì)量影響不顯著。 3、體育名人代言對(duì)品牌個(gè)性的影響分析 研究結(jié)果表明,體育名人的知名度、吸引力、專業(yè)性以及匹配度都與贊助商品形象都存在著正相關(guān)的關(guān)系,并且這四個(gè)因素的相關(guān)程度存在差異,其影響程度由大到小的順序分別是：吸引力、匹配度、專業(yè)性、知名度。而體育名人的可信任度對(duì)品牌的品牌個(gè)性影響不顯著。 4、體育名人代言對(duì)組織形象的影響分析 研究結(jié)果表明,體育名人的知名度、吸引力、專業(yè)性、可信任度以及匹配度都進(jìn)行了回歸,說(shuō)明都與組織形象都存在著正相關(guān)的關(guān)系,并且這五個(gè)因素的相關(guān)程度存在差異,其影響程度由大到小的順序分別是：匹配度、專業(yè)性、知名度、可信任度、吸引力。 5、體育名人代言對(duì)品牌形象的影響分析 研究結(jié)果表明,體育名人的知名度、吸引力、專業(yè)性、可信任度以及匹配度都與贊助商品形象都存在著正相關(guān)的關(guān)系,并且這五個(gè)因素的相關(guān)程度存在差異,其影響程度由大到小的順序分別是：匹配度、專業(yè)性、信任度、吸引力以及知名度。 6、企業(yè)體育營(yíng)銷建議 本文通過(guò)實(shí)證分析的方法,對(duì)體育名人如何通過(guò)其五個(gè)維度影響品牌形象以及其各個(gè)方面做了定量分析,將有助于企業(yè)開(kāi)展體育名人的品牌代言贊助行為。通過(guò)對(duì)研究結(jié)果的分析,建議如下：選擇體育名人代言應(yīng)注重與品牌形象匹配；選擇體育名人代言要結(jié)合品牌形象的具體內(nèi)容；選擇體育名人代言要避免可信任度的負(fù)面效應(yīng)。 四、研究創(chuàng)新點(diǎn)和局限 1、研究創(chuàng)新點(diǎn) 本研究的主要?jiǎng)?chuàng)新點(diǎn)在于首次將體育名人代言對(duì)品牌形象的影響進(jìn)行量化的實(shí)證分析。在已有的研究中,有過(guò)相似的內(nèi)容,例如有關(guān)賽事贊助對(duì)品牌形象的影響,品牌代言人對(duì)大學(xué)生品牌選擇的影響,品牌代言人對(duì)品牌資產(chǎn)的影響,或者是體育明星代言對(duì)品牌權(quán)益的影響等等。但是缺乏體育名人對(duì)品牌形象的影響研究。 本研究正是基于已有對(duì)體育名人代言以及品牌形象的相關(guān)研究的基礎(chǔ)上,發(fā)現(xiàn)兩者之間可能存在的某種聯(lián)系,通過(guò)初步的理論分析找到了相關(guān)理論依據(jù),在對(duì)體育名人代言和品牌形象的深入分析和研究中,提煉出體育名人代言對(duì)品牌形象的可能影響因素、影響和作用機(jī)理,作為量化指標(biāo)的依據(jù),再通過(guò)實(shí)證的方法收集一手?jǐn)?shù)據(jù),通過(guò)數(shù)理統(tǒng)計(jì)的方法進(jìn)行回歸分析和因子分析,發(fā)現(xiàn)了體育名人代言對(duì)企業(yè)品牌形象的影響因素。 研究結(jié)果為體育營(yíng)銷和體育名人贊助等相關(guān)商業(yè)行為提供了可靠的理論依據(jù)和建議,為企業(yè)的品牌形象塑造提供了有一個(gè)有效的途徑。 2、研究局限 由于經(jīng)費(fèi)和時(shí)間的限制,在調(diào)研對(duì)象的選取上,有較大一部分調(diào)查對(duì)象為朋友同學(xué),因此在年齡、地域和職業(yè)的涉及面上有一定的局限,雖然本文是將研究從心理學(xué)的角度去分析消費(fèi)者作為人類的一些內(nèi)在的基本認(rèn)知和行為,忽略外界因素的影響,但是如果樣本能夠更為多樣化則能使研究更具有說(shuō)服力。 在研究量表的設(shè)計(jì)上,由于經(jīng)驗(yàn)和相關(guān)知識(shí)的不足,主要是借鑒已有的量表進(jìn)行測(cè)量,沒(méi)有做過(guò)多的修改,如果能夠在量表上進(jìn)行更深入的設(shè)計(jì)和測(cè)試,結(jié)果將更有說(shuō)服力,效果更為顯著。
[Abstract]:Sports celebrities as a way of corporate marketing is gaining increasing attention, at present all kinds of sports activities, sports competitions are increasingly popular, television and commercial operation of a large number of sports to a broader platform, also give athletes more opportunities for self display; at the same time, enhance brand awareness, along with the development of domestic enterprises with the increasing competition, many enterprises from the former processing agents now own brand, gradually realize the significance and importance of the brand for the enterprise. We should see that the sports celebrity endorsement is blind choice, the lack of theoretical support, because of lack of experience and professional theoretical support, many enterprises in the selection of spokesmen is very rough simple, most of the time, famous enterprises simply chasing celebrity sports and the degree of attention, and not too much to consider the overall movement Image is the conjunction between the spirit of sports public figures, the quality of products and the purpose of products. This leads to the connotations and connections between brand culture and the spokesperson, making consumers confused or even excluded.
Not a lot of research on sports celebrity endorsement to sports sponsorship from different dimensions to influence the minds of consumers of the brand image. The purpose of this study is the use of management, marketing, advertising, cognitive psychology and other related research results, from the perspective of consumers around the celebrity sports sponsorship brand endorsement through five dimensions its own (visibility, attractiveness, expertise, trustworthiness, matching degree) on the three dimensions of brand image (perceived quality, brand personality, organizational image) discusses the influence mechanism.
First, the idea and angle of topic selection
Review of previous research in related fields, research on sports celebrities or star of many, but more focused on the status quo of sports celebrity endorsement, and the role of commercial value, risk aversion and so on, and more in the qualitative method is summarized, and the endorsement in sports celebrity is to study how to influence to each the brand image through the various aspects of the character is very little, only a handful of similar topics to study the ideas and inspiration, such as a sports star endorsement on brand equity, the angle is slightly different; there are also studies on the transfer of sponsorship brand image in the process, but did not go on from celebrity sports angle, therefore on the basis of previous studies, this paper hopes to sports celebrity endorsement connotation and composition analysis, we find that the main factors, then Through the analysis of the three aspects of brand image, establish the relationship between the two, and quantified using empirical methods, and further expand, deepen the research in this field. And to answer and solve the following problems: (1) in sports sponsorship marketing, sports celebrity endorsement will affect the enterprise brand image (2) if there is? So what impact sports celebrities will affect the brand image, how is the impact?
Two, research methods
In this paper, through the analysis and endorsement of brand image dimensions of sports celebrities, using empirical and quantitative methods, to find out the relationship between them and the influence way, for the enterprise in the celebrity sports sponsorship marketing support, provide more scientific and reasonable theory, make a correct evaluation and choice of sports celebrities, make the enterprise more direct understanding of celebrity sports sponsorship the impact on brand image, how to change consumer perception of the brand, to achieve better effect of sports marketing.
1: according to the literature, to study the problem, this thesis consults a lot of domestic and foreign brand spokesperson, celebrity endorsements, sports celebrities, brand image, brand value and other related research literature, analyze and summarize the related concepts to extract the required, as the basic theory frame of this research, and reference the research method and the scale of previous research on similar issues, the extraction of useful materials.
2, empirical investigation: Based on the formation of theoretical analysis and assumptions, in order to obtain first-hand information, this paper uses a questionnaire to understand consumer attitudes on related issues, to provide effective data through relevant quantitative indicators. Then we use SPSS16.0 to carry on the data processing, the data's reliability and validity are analyzed by regression analysis, the variables, so as to provide scientific support for the quantitative analysis of the empirical analysis in this paper.
Three, the main conclusions and views
1, the analysis of the influence of perceived quality, brand personality and organization image on brand image
Among the three factors, perceived quality has the most significant impact on brand image. That is to say, a good consumer perception of quality is the most important factor to establish brand image, followed by brand personality and organizational image.
2, analysis of the influence of sports celebrity endorsement on perceived quality
The results show that the sports celebrity appeal, professionalism, credibility and match the perceived quality is the existence of a positive relationship, and differences in the degree of correlation of these four factors, the degree of influence is the order which is professional, matching, trustworthiness, attractiveness. But there was no significant sports celebrity's effect on brand quality awareness.
3, the analysis of the influence of the celebrity endorsement on the brand personality
The results show that the popularity of sports celebrity, attractive, professional and match sponsorship commodity image there is a positive relationship between, and differences in the degree of correlation of these four factors, the influence degree of the order from big to small are attractive, matching, professional, well-known. But there was no significant sports celebrity credibility effect on the brand personality.
4, the analysis of the influence of the celebrity endorsement on the image of the organization
The results show that the popularity of sports celebrity, attractiveness, professional, reliability and the matching degree of regression, that the organizational image and there is a positive relationship between, and differences in the degree of correlation of these five factors, the influence degree of the order from big to small are: matching, professional, visibility, credibility and attractiveness.
5, the analysis of the influence of the celebrity endorsement on the brand image
The results show that the popularity of sports celebrity, attraction, professionalism, credibility and match sponsorship commodity image there is a positive relationship between, and differences in the degree of correlation of these five factors, the influence degree of the order from big to small are: matching, professionalism, trust the degree of attraction, and visibility.
6, the proposal of enterprise sports marketing
This article through empirical analysis method, the five dimensions of sports celebrities how to influence all aspects of its brand image and make a quantitative analysis, will help enterprises to carry out the celebrity sports sponsorship brand endorsement behavior. Through the analysis of the research results, the suggestions are as follows: choose the sports celebrity endorsement should focus on brand image matching and selection; sports celebrity endorsement to the specific content of the brand image; the choice of sports celebrities to avoid the negative effect of trustworthiness.
Four, research innovation points and limitations
1, research innovation point
The main innovation of this study is the first empirical analysis of the effect of sports celebrity's endorsement of the brand image was quantified. In the previous study, there have been similar content, such as sponsorship effects on brand image, brand influence students on the choice of brand spokesperson, the influence of brand endorser on brand equity, or sports stars endorsement effect on brand equity and so on. But the lack of sports celebrity influence on brand image.
This study is based on the existing sports celebrity endorsements and related researches of brand image, found a possible link between the two, through theoretical analysis and preliminary theoretical basis were found in the in-depth analysis and Research on sports and celebrity endorsement of the brand image, to extract the factors affecting on sports celebrity endorsement brand image, influence and mechanism as quantitative indexes, and then collects data through the empirical method, regression analysis and factor analysis by the method of mathematical statistics, found that the sports celebrity influence factors on enterprise's brand image.
The results provide reliable theoretical basis and suggestions for sports marketing and sports celebrity sponsorship and other related business behaviors, and provide an effective way for brand image building.
2, research limitations
Because of budget and time constraints, in the selection of the research object, a large part of the survey for friends, so in the age, region and occupation to have certain limitations on the surface, although the paper will study to analyze some consumers as the basic cognition and behavior of human being from the angle of psychology, ignore the influence of external factors, but if the sample can be more diversified to make the research more convincing.
Due to the lack of experience and knowledge, it is mainly based on the existing scale, and has not made much modification. If we can further design and test on the scale, the result will be more convincing and the effect is more significant.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G80-05

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李寶鳳;;我國(guó)體育明星形象代言廣告市場(chǎng)的現(xiàn)狀與發(fā)展對(duì)策研究[J];北京體育大學(xué)學(xué)報(bào);2006年09期

2 汪際慧;;體育明星商業(yè)價(jià)值評(píng)估框架理論構(gòu)建[J];北京體育大學(xué)學(xué)報(bào);2009年12期

3 孟盈,董天策;觀察品牌傳播中的形象代言人[J];傳媒觀察;2005年02期

4 孫曉強(qiáng);;品牌代言人可信度特質(zhì)模型的建立與驗(yàn)證[J];經(jīng)濟(jì)管理;2008年Z3期

5 諶凱;王亮華;李細(xì)元;;我國(guó)體育明星與廣告市場(chǎng)的博弈現(xiàn)狀及其策略研究[J];內(nèi)蒙古體育科技;2006年02期

6 溫彩云;;名人代言廣告的意義遷移模型[J];商場(chǎng)現(xiàn)代化;2009年08期

7 孫曉強(qiáng);;名人代言作用機(jī)制理論述評(píng)[J];市場(chǎng)營(yíng)銷導(dǎo)刊;2008年01期

8 王萍;;消費(fèi)文化背景下的廣告形象代言人研究[J];成都理工大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2007年03期

9 曹琳;孫曰瑤;;名人代言的品牌經(jīng)濟(jì)學(xué)分析[J];廣東商學(xué)院學(xué)報(bào);2011年01期

10 常永勝;品牌形象與形象代言人的作用機(jī)理[J];商訊商業(yè)經(jīng)濟(jì)文薈;2004年05期

相關(guān)博士學(xué)位論文 前1條

1 樸勇慧;賽事贊助對(duì)企業(yè)品牌形象影響的實(shí)證研究[D];遼寧大學(xué);2011年

相關(guān)碩士學(xué)位論文 前8條

1 翟鳳斐;品牌形象代言人對(duì)大學(xué)生品牌選擇影響的實(shí)證研究[D];東北財(cái)經(jīng)大學(xué);2010年

2 朱琪;體育明星商業(yè)代言效果研究[D];武漢體育學(xué)院;2011年

3 張倩;品牌價(jià)值評(píng)估方法研究[D];東北大學(xué);2006年

4 尚洪威;品牌形象塑造理論研究[D];四川大學(xué);2006年

5 蔣瑛瑾;大學(xué)生閱讀名人代言品牌廣告過(guò)程的眼動(dòng)研究[D];湖南師范大學(xué);2007年

6 張艷艷;品牌形象對(duì)感知價(jià)值、顧客滿意的影響研究[D];吉林大學(xué);2008年

7 宋冉;我國(guó)體育明星形象代言現(xiàn)狀及前景的研究[D];首都體育學(xué)院;2009年

8 燕智強(qiáng);體育明星代言對(duì)于品牌權(quán)益影響的實(shí)證研究[D];上海交通大學(xué);2009年

，

本文編號(hào)：1661823