| 摘要: |
| 采用文献资料法、问卷调查法、数理统计法和逻辑分析法，以巴塞罗那足球俱乐部为例探讨球迷忠诚对俱乐部赞助商品牌信任及购买意向的影响。认为，态度忠诚对行为忠诚有直接的正向影响；球迷的态度忠诚和行为忠诚对赞助认知有直接的正向影响；行为忠诚对购买意向的直接正向影响效果不显著，态度忠诚和赞助认知对品牌信任有直接的正向影响；球迷忠诚对购买意向的直接正向影响效果不显著，赞助认知对购买意向有直接的正向影响。 |
| 关键词: 职业体育俱乐部赞助 球迷忠诚 品牌信任 购买意向 巴萨 |
| DOI： |
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| 基金项目: |
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| Research on the Influence of Loyalty of Football Fans on Their Brand Trust and Purchase Intention towards Club Sponsors |
| TAO Zhengyan |
| (School of Economics and Management, Shanghai University of Sport) |
| Abstract: |
| By methods of literature, questionnaire survey, mathematical statistics and logical analysis, this study, based on a case study of the Barcelona football club, explores the influence of loyalty of football fans on their brand trust and purchase intention towards club sponsors. It is suggested that attitude loyalty has a direct positive impact on behavior loyalty; fans attitude loyalty and behavior loyalty has a direct positive impact on the sponsorship cognition; behavior loyalty does not have a significant direct positive impact on purchase intention, attitude loyalty and sponsorship cognition has a direct positive impact on brand trust ; fans loyalty does not have a significant direct positive impact on purchase intention, sponsorship cognition has a direct positive impact on purchase intention. |
| Key words: professional sports club sponsorship fans loyalty brand trust purchase intention Barcelona |
