The influence of brand positioning and event marketing on brand loyalty-The mediation roles of brand identification and brand personality: The case of spectator sport

Jin-Long Chen ； Sheng-Wen Wang

《企業管理學報》 46卷4期 (2021/12) Pp. 47-66

https://doi.org/10.53106/102596272021120464003

摘要

This study investigates event marketing and brand positioning that influence brand attitudinal loyalty and brand behavioral loyalty through brand identification and brand personality in the field of spectator sport. The current study is one of the first to demonstrate the relationship between brand positioning and attitudinal/behavioral loyalty in the spectator sport context. This work conducted the survey method and collected 240 effective customer samples in professional sport events in Taipei City. The findings showed that brand positioning substantially influences both brand attitudinal loyalty and brand behavioral loyalty through brand identification and brand personality. Therefore, a sports team should invest a long-term work of positioning its brand rather than just hold a short-term event.

關鍵字

Spectator sport ； Brand positioning ； Event marketing ； Attitudinal loyalty ； Behavioral loyalty

參考文獻

Aaker, D. A., & Myers, J. G. (1987). Advertising management. Prentice-Hall.

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

Aaker, J. L. (1999). The malleable self: The role of selfexpression in persuasion. Journal of Marketing Research, 36(1), 45-57.

Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.