Measurement And Evaluation Of The Brand Association Of Beijing Shougang Basketball Club

Brand association is one of the important dimensions of brand equity.It is the overall subjective perception of the brand by consumers.It is also the key influencing factor for professional sports clubs to form a differentiated brand image,enhance the loyalty of fans,and influence the purchase intention and behavior.Beijing Shougang Basketball Club,as an old brand basketball club operated solely by state-owned enterprises in China,undertakes the mission of "sports for the country" of Shougang Group and has a certain influence in the country.Based on the survey of consumers’ perception of Beijing Shougang Basketball Club,this paper measures its brand association,in order to find out the components of the club’s brand association,evaluate it,and put forward suggestions to strengthen the intensity of brand association,establish preference and difference brand association.In this paper,based on the team Brand Association scale of foreign academic circles,a questionnaire on Brand Association of Beijing Shougang Basketball Club was compiled.Based on the investigation and understanding of the fans’ perception of the brand of Beijing Shougang Basketball Club,through exploratory factor analysis,the influencing factors of brand association of Beijing Shougang Basketball club were studied and the measurement model was established Compared with Los Angeles Lakers basketball club,this paper evaluates the brand association of Beijing Shougang Basketball Club.Based on the investigation of the fans of Beijing Shougang Basketball Club,the statistics shows that the fans of Beijing Shougang Basketball Club are male and female,mainly distributed in the middle-aged and young people aged 26-45,with higher education and stable income.The brand association of Beijing Shougang Basketball Club refers to everything in the memory of its fans.The research shows that the brand association of Beijing Shougang Basketball Club consists of seven factors: fans’ attitude,brand logo,organizational attribute,competition,venue,team history and social interaction.According to the perception of the fans,the following conclusions are drawn: firstly,the fans generally pay more attention to the competitive level,management construction,coach level and service level of the club.Secondly,at this stage,the club can meet the basic needs of fans,but it provides less opportunities for social interaction for fans.Finally,compared with Los Angeles Lakers club,Beijing Shougang Basketball Club still needs to strengthen players’ competitive level,performance and social responsibility.On the basis of the above research conclusion,Beijing Shougang Basketball Club should optimize from three aspects: the difference,preference and intensity of brand association,the first is to optimize the service quality of the competition field;the second is to strengthen the differentiation construction of "Beijing Culture";the third is to change the brand elements that are less relevant to brand association.