Research On The Influence Of Perceived Value Of Professional Team Brand On Fans' Loyalty

In recent years,professional football matches have developed rapidly,among which the most representative is the Chinese Football Association Super League(CSL).The team is an important unit of the CSL.After years of development,the team is gradually going beyond the traditional marketing model and developing towards professionalism and commercialization.Brand thinking gradually established in the CSL football team,the team of brand shaping created a good fan base,Fans follow the team's dynamics and activities,the height of the fans for the team brand loyalty is a guarantee to maximize the value of implementation teams,fan loyalty brings economic benefits is also a professional team and an important guarantee of the survival and development power.Therefore,from the perspective of team brand construction,this study studied fan loyalty,aiming to clarify the key factors affecting fan loyalty.Through literature review,it is found that there are relatively few empirical studies on sports marketing in China.Therefore,this study will take this opportunity to take the fans of CSL teams as the research object,take the influence of CSL team brands on the loyalty of fans as the theme,and intervene in the perceived value,brand identity and fan loyalty to form an intermediary model.By means of literature review,interview,questionnaire survey and quantitative analysis,the relationship between brand perceived value,brand identity and fan loyalty was studied.The results show that fans' perception of functional value,emotional value and social value of the brand can positively affect fans' loyalty in different dimensions.Moreover,brand identity plays a mediating role in the relationship of perceived functional value ? fan loyalty,perceived emotional value ? fan loyalty,perceived social value ? fan loyalty.Finally,according to the research results and combined with the operation of CSL teams,the paper summarizes the corresponding management enlightenment on the brand building of teams and the improvement of fan loyalty,so as to provide certain theoretical support and targeted Suggestions for the future development of CSL teams.