Research On Brand Image,Brand Trust And Brand Loyalty Relationship Of Sports Live Software

Today's world has entered the era of brand international competition,brand has become a new international language into the world's thousands of households,with its unique way to attract global consumers,and accompanied by the pace of brand internationalization is product homogenization and the return of consumer rationality,which also makes consumers pay more and more attention to factors other than the product itself when making purchase decisions.Brand image is one of their focus.In recent years,the sports competition industry has also been greatly developed with the support of relevant policies.Tencent,Youku,PPTV?Letv and many other Internet companies are buying copyright in events live market in sports events,Alibaba,Su Ning and so on directly participate in the operation of professional sports events through acquisition and holding teams.After the release of relevant national documents,CCTV also made corresponding concessions to the live broadcast of sports events,no longer the exclusive broadcast of past CCTV,so a number of live sports software also came into being.Previous research has found that many scholars have explored the relationship between brand image,brand trust and brand loyalty,but it is usually manifested in mobile phone,hotel,automobile and other industries,and has little research on sports brands.Firstly,this paper reviews the brand image theory,then combines the relevant contents of brand trust theory and brand loyalty theory.In addition,the article also reviews and considers the relevant literature on Tencent sports anchor software,and sets the research hypothesis of this article according to the Biel model.This paper mainly uses the methods of literature,questionnaire and mathematical statistics.Through the statistical analysis of the data in the collected questionnaire,including descriptive statistical analysis,correlation analysis,factor analysis,ANOVA,some valuable research conclusions are obtained.The main conclusions are as follows:through the difference analysis of demographic characteristics in consumer brand trust and consumer brand loyalty variables,per capita monthly income has no significant effect on individual options of brand trust,but per capita monthly income has a significant effect on brand loyalty of Tencent sports live broadcast software,the brand image of Tencent's sports live broadcast software: product image,service image,user image and corporate image have a significant impact on brand loyalty,Tencent sports live broadcast software brand image in the secondary indicators: product image,service image,user image and corporate image have a significant impact on the brand image,in Tencent sports live broadcast software brand image,brand trust and brand loyalty,there is a certain correlation between the three.Finally,according to the conclusion of the research,the corresponding research suggestions are put forward,which mainly include: the developers of Tencent sports live broadcast software should pay attention to its public welfare and positive and upward positive energy activities to the society,and attract the users of their own brands to participate;Tencent sports live broadcast software for the game play more timely and improve technical support.Brand trust and brand loyalty are influenced by brand image.Therefore,more hope Tencent sports live broadcast software to pay attention to their own improvement.