体育名人代言对企业品牌形象的影响分析

发布时间：2018-03-25 06:00

本文选题：体育名人代言　切入点：品牌形象　出处：《西南财经大学》2012年硕士论文

【摘要】：体育名人代言作为一种企业营销方式日益被重视,当前各类体育活动、体育赛事日益风行,大量的电视转播和商业化运作给了体育一个更宽广的平台,也给了运动员更多展现自我的机会；同时,企业的品牌意识增强,随着国内企业的发展和竞争的不断加大,许多企业从从前的加工代理到现如今的自创品牌,逐渐意识到品牌对于企业的意义和重要性。应该看到,体育名人代言选择上存在盲目性,理论支持欠缺,由于缺乏经验和专业理论的支持,许多企业在代言人的选择上十分粗糙简单,大多数时候企业只是简单地追逐体育名人的名气和当下的关注度,并没有过多地去考虑运动员的总体形象,即体育公众人物的精神、气质与产品的品质、宗旨之间的契合点。这样就造成品牌文化内涵不能与代言人产生共鸣和联系,让消费者混乱甚至排斥。关于体育赞助中体育名人代言如何从不同维度来影响消费者心中的品牌形象的相关研究不多。为此本研究将运用管理学、市场营销学、广告学、认知心理学及其它相关研究成果,从消费者视角围绕赞助营销中体育名人品牌代言如何通过其自身的五个维度(知名度、吸引力、专业性、可信任度、匹配度)对品牌形象三个维度(质量感知、品牌个性、组织形象)的影响机制进行探讨。一、选题思路与角度回顾前人在相关领域的研究,对于体育名人或者明星的研究文献有不少,但是较多的集中于体育名人代言的现状,商业价值和作用,风险规避等等方面,且在方法上较多的是定性的总结归纳,而在体育名人代言是如何通过其各方面的特质来对品牌形象的各个方面产生影响的研究甚少,只有少数几个相似主题的研究研究给本文思路和启发,例如有关于体育明星代言对品牌权益的研究,角度略有不同；也有对赛事赞助过程中品牌形象的转移的研究,但是没有从体育名人的角度去探讨,因此在前人研究的基础上,本文希望通过对体育名人代言的内涵与构成分析,发现其主要的构成因素,再通过分析品牌形象的三个方面,建立两者之间的关系,并用实证的方法进行量化,进而进一步拓展、深化该领域的研究。并且回答和解决以下问题：(1)在体育赞助营销中,体育名人代言是否会影响企业品牌形象?(2)如果有影响,那么体育名人的哪些特质会影响品牌形象,又是如何影响的? 二、研究方法本文通过对体育名人代言与品牌形象的维度分析,采用实证定量方法,找出两者之间的联系和影响方式,为企业在进行体育名人赞助营销时,提供更科学合理的理论支持,对体育名人做出正确的评价和选择,使企业更直接地了解体育名人赞助对品牌形象的影响,消费者对品牌的感知如何发生改变,达到更好的体育营销效果。 1、文献资料：根据所要研究的问题,本文查阅了大量国内外有关品牌代言人、名人代言、体育名人、品牌形象、品牌价值等相关研究文献,对其进行分析归纳总结,提取本文所需的相关概念,作为本文的研究的理论框架基础,并且参考前人在类似问题上的研究方法和研究量表,提取本文所需的有用材料。 2、实证调查：在形成理论分析和假设的基础上,为了有效获取一手资料,本文采用了问卷调查的方式,了解消费者对相关问题的态度,通过量化相关指标提供有效数据。然后采用SPSS16.0对数据进行处理,对数据的效度和信度做了分析,采用回归方法分析了有关变量,从而为本文实证分析提供了科学的量化分析支持。三、主要结论与观点 1、感知质量、品牌个性、组织形象对品牌形象的影响分析在三个因素中,感知质量对品牌形象影响最为显著,也就是说好的消费者质量感知对树立品牌形象是最重要的因素,其次是品牌个性和组织形象。 2、体育名人代言对感知质量的影响分析研究结果表明,体育名人的吸引力、专业性、可信任度以及匹配度都与感知质量都存在着正相关的关系,并且这四个因素的相关程度存在差异,其影响程度有大到小的顺序分别是：专业性、匹配度、可信任度、吸引力。而体育名人的知名度对品牌的感知质量影响不显著。 3、体育名人代言对品牌个性的影响分析研究结果表明,体育名人的知名度、吸引力、专业性以及匹配度都与赞助商品形象都存在着正相关的关系,并且这四个因素的相关程度存在差异,其影响程度由大到小的顺序分别是：吸引力、匹配度、专业性、知名度。而体育名人的可信任度对品牌的品牌个性影响不显著。 4、体育名人代言对组织形象的影响分析研究结果表明,体育名人的知名度、吸引力、专业性、可信任度以及匹配度都进行了回归,说明都与组织形象都存在着正相关的关系,并且这五个因素的相关程度存在差异,其影响程度由大到小的顺序分别是：匹配度、专业性、知名度、可信任度、吸引力。 5、体育名人代言对品牌形象的影响分析研究结果表明,体育名人的知名度、吸引力、专业性、可信任度以及匹配度都与赞助商品形象都存在着正相关的关系,并且这五个因素的相关程度存在差异,其影响程度由大到小的顺序分别是：匹配度、专业性、信任度、吸引力以及知名度。 6、企业体育营销建议本文通过实证分析的方法,对体育名人如何通过其五个维度影响品牌形象以及其各个方面做了定量分析,将有助于企业开展体育名人的品牌代言赞助行为。通过对研究结果的分析,建议如下：选择体育名人代言应注重与品牌形象匹配；选择体育名人代言要结合品牌形象的具体内容；选择体育名人代言要避免可信任度的负面效应。四、研究创新点和局限 1、研究创新点本研究的主要创新点在于首次将体育名人代言对品牌形象的影响进行量化的实证分析。在已有的研究中,有过相似的内容,例如有关赛事赞助对品牌形象的影响,品牌代言人对大学生品牌选择的影响,品牌代言人对品牌资产的影响,或者是体育明星代言对品牌权益的影响等等。但是缺乏体育名人对品牌形象的影响研究。本研究正是基于已有对体育名人代言以及品牌形象的相关研究的基础上,发现两者之间可能存在的某种联系,通过初步的理论分析找到了相关理论依据,在对体育名人代言和品牌形象的深入分析和研究中,提炼出体育名人代言对品牌形象的可能影响因素、影响和作用机理,作为量化指标的依据,再通过实证的方法收集一手数据,通过数理统计的方法进行回归分析和因子分析,发现了体育名人代言对企业品牌形象的影响因素。研究结果为体育营销和体育名人赞助等相关商业行为提供了可靠的理论依据和建议,为企业的品牌形象塑造提供了有一个有效的途径。 2、研究局限由于经费和时间的限制,在调研对象的选取上,有较大一部分调查对象为朋友同学,因此在年龄、地域和职业的涉及面上有一定的局限,虽然本文是将研究从心理学的角度去分析消费者作为人类的一些内在的基本认知和行为,忽略外界因素的影响,但是如果样本能够更为多样化则能使研究更具有说服力。在研究量表的设计上,由于经验和相关知识的不足,主要是借鉴已有的量表进行测量,没有做过多的修改,如果能够在量表上进行更深入的设计和测试,结果将更有说服力,效果更为显著。
[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.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G80-05

【参考文献】