スポーツマネジメント研究
Online ISSN : 2185-0313
Print ISSN : 1884-0094
ISSN-L : 1884-0094
ブランド・コミュニティのロイヤルティ効果とその先行要因
Jリーグ・アルビレックス新潟後援会のケース
福田 拓哉今泉 直史
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ジャーナル フリー 早期公開

論文ID: 2013-002

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Lately, brand communities have been a heavily researched topic in marketing science. Prior work on brand communities has proved that community participation has a positive influence on brand loyalty. One of the key factors is the concept of identification with the brand community (Algesheimer et al., 2005). However, the leading factor for identification with the community has seldom been investigated (Miyazawa, 2011). Additionally, while previous empirical researches were focused on brand community of consumer goods such as car clubs, there is no research about brand community of professional sports clubs. Thus, the purpose of our study is to (1) verify a conceptual model of how different aspects of members' relationships with the brand community of professional sports club influence their intentions and behaviors, based on Algesheimer et al. (2005), (2) construct and estimate a conceptual model of the leading factor of identification with the community.

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© 2013 日本スポーツマネジメント学会
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