Grounded Theory Research On Brand Relationship Of Tennis Matches

Nowadays,brand relationship has occupied a certain position in brand theory research.For this reason,the research of tennis and sports brand has not been paid attention.This research collects the opinions of Grand Slam Tennis users in facebook,collates them with Nvivo11,and studies them with grounded theory and network text analysis method.Based on the grounded theory of development coding,axis coding and selection coding put forward by Strauss,this paper sums up 9 categories.Through the model,the core category of "Tennis Match Brand Relations" is found,and around this core category,tennis matches based on the subject of brand relationship,the influencing factors of brand relationship formation,the quality dimension of brand relationship and the role of brand relationship are constructed.The theoretical framework of event brand relationship includes: first,the main body of the formation of the brand relationship of tennis tournament is consumer-tennis tournament brand;second,the influencing factors of brand relationship formation in tennis competitions include consumption situation,diversified individuals,personality,cognitive image,perceived value of competitions,etc.;third,brand relationship in tennis events can promote consumer loyalty;fourth,the quality of consumer-tennis brand relationship(composed of five quality dimensions: contest satisfaction,contest attachment,repurchase intention,contest expectation and perceived value)is the mediating condition for the influence of tennis brand relationship.The results of this study were theoretically cross-examined by literature review.Based on these,this paper puts forward the concept of brand building strategy for Chinese tennis tournaments.This research clarifies the new connotation of the theoretical framework of tennis game brand relationship.It not only promotes the theoretical system of tennis game brand building and sports event brand building in theory,but also provides practical guidance for the management of tennis game brand relationship and the brand building of domestic professional tennis events.