运动员道德失范行为对赛事品牌资产负面影响-《体育科学研究》

文章信息/Info

Title:: Research on the Negative Influence of Athletes’ Moral Misconduct on the Brand Identity of Sport Games

Author(s):: LIU Xin-dan; GUO Xuan; LIU Yue; (School of Sports Science and Physical Education，Southwestern University of Finance and Economics，Chengdu 611130，China)

Keywords:: moral misconduct; sport games; brand equity; event image; moral coupling

摘要:: 运动员作为赛事的核心要素，其道德失范行为对于赛事本身会产生一定的负面影响。文章通过理论梳理结合现实背景，构建了三个理论假设，并通过实验的方法，以赛事联盟为例对运动员道德失范行为对于赛事品牌资产的影响机理进行分析。研究表明：道德失范行为负向影响赛事品牌资产；赛事形象在失范行为和品牌资产之间具有中介作用；相比于道德耦合度高的观众，道德耦合度低的观众认为失范行为对于赛事品牌资产的影响更小。因此，研究针对赛事的品牌资产进行探究，以期为我国赛事管理者以及体育监管部门保护赛事品牌资产，树立良好的赛事形象提出有利的建议。

Abstract:: As the core of sport games，athletes’ moral misconduct will have a certain negative impact on the sport event itself.Through theoretical combing and realistic background，this paper constructs three theoretical hypotheses，and analyzes the influence mechanism of athletes’ moral misconduct on the brand assets of the sport event with experimental methods.The results showed:Moral misconduct negatively affects the brand equity of the event；Image of the event has an intermediary role between the anomie and brand equity；The impact to the audience with low moral coupling is lower than the audience with high moral coupling.This research explores the brand equity of the sport event in order to provide practical suggestions for sport events governors and sports supervision departments to protect the brand assets of the sport games and establish a good game image.