The Study of NBA Fans' Behavior-Taiwan fans as an Example
| Autor: | Che-Cheng Chang, 張哲誠 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Among all popular domestic sport games, basketball is the most favorite games in every ages. In Taiwan, the most of fans focus on National Basketball Association, and NBA is the top of the basketball association in the world. NBA products earns the most popularity, Furthermore, the supports of NBA fans can not only promote the development of products and it is the spiritual strength for the team and NBA all star players. In this study, we use structural equation modeling to test the relationship among perceived value of brand, brand loyalty and fans behavior, and Taiwan NBA fans as the research target. The result of SEM show as following: The higher consumer perceived value of the brand, the higher brand loyalty is ; the higher consumer brand loyalty is, the stronger fans behavior is; the higher consumer perceived value of the brand, the fans behavior is Positive but not significance. In the BLI model, Perceived Quality is the lowest, Perceived Hedonic is the highest; and higher attitudinal loyalty in brand loyalty implies that the NBA Fans physically considered that the brand promise is more important than the purchase of products. In fans behavior show that NBA fans have higher product collection behavior, in order to reach fans behavior, they through the word-of-mouth and purchasing and collecting the NBA products. In addition, the result also shows the brand loyalty has the Full mediation between brand perceived value and fans behavior. Brand perceived value to fans behavior will be completely influenced by brand loyalty. NBA should maintain fans brand loyalty and need to increase brand loyalty through innovative marketing techniques, and increase the value of the brand, cultivate a higher loyalty of fans. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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