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运动品牌的忠诚度研究综述

A Review of Research on Sports Brand Loyalty

休闲运动与健康 / 2024,4(3)：134-140 / 2024-12-27 206 40

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• 作者： 吴文兵     
• 单位：

  湖北大学体育学院，武汉
  

• 关键词： 品牌；运动品牌；忠诚度
• Brand; Sports brand; Loyalty
• 摘要： 本文运用文献资料法、逻辑分析法等，借助计量可视化软件对运动品牌忠诚度相关方面进行综述。研究表明，运动品牌忠诚是积极的态度偏好和持续购买行为的有机结合。运动品牌忠诚度不仅是品牌资产的重要构成部分，还能带来较高的现实经济收益。品牌体验是塑造忠诚的关键因素。提升运动品牌忠诚度的策略需从消费者层面和企业层面出发，以满足消费者需求和增强品牌影响力为核心。通过文献整理发现，前人对于形成运动品牌忠诚度的多维因素及其影响程度、不同群体忠诚度的原因缺乏研究。未来，研究运动品牌忠诚度需深入探究多元因素及其内在机制，扩大研究群体覆盖范围，并纳入新兴技术、消费观念和市场环境变化等动态因素，构建全面、立体且动态的研究模型。
• This article uses methods such as literature review and logical analysis, and employs quantitative visualization software to provide an overview of aspects related to sports brand loyalty. Research suggests that sports brand loyalty is a combination of positive attitude preferences and sustained purchasing behavior. Sports brand loyalty is not only an important component of brand assets, but also brings high real economic benefits. Brand experience is the key to shaping loyalty. The strategy of enhancing sports brand loyalty needs to start from the consumer and enterprise levels, with meeting consumer needs and enhancing brand influence as the core. Through literature review, it was found that there is a lack of research on the multidimensional factors and degree of influence that contribute to the formation of sports brand loyalty, as well as the reasons for loyalty among different groups. In the future, studying sports brand loyalty requires in-depth exploration of multiple factors and their underlying mechanisms, expanding the coverage of research groups, and incorporating dynamic factors such as emerging technologies, consumer attitudes, and market environment changes to construct a comprehensive, three-dimensional, and dynamic research model.
• DOI： https://doi.org/10.35534/lsh.0403023
• 引用： 吴文兵．运动品牌的忠诚度研究综述［J］．休闲运动与健康，2024，4（3）：134-140．