Tiger Woods,Nike, and I are (not) best friends: how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality

This study examines the effects of brand's sports sponsorship in social media on brand consumer's congruity and brand relationship quality. The study included a survey of targeting consumers whose ages range between early twenties and late forties; data from 322 respondents were collected. The results are as follows. First, brand's sports sponsorship in social-media activities relating to sports brands has significant effects on brand consumer's congruity. Second, this congruity significantly influences brand relationship quality. Third, male consumers, who have previously purchased products and services associated with a sports brand, perceive the sponsor's brand image more positively when they are exposed to the sponsor's brand's sports sponsorship in social-media activities, compared to those consumers having no previous purchases of the sponsored brand. Lastly, consumers in their forties with prior experience consuming the sponsor's brand products are most affected by the level of self-congruity with the sports brand compared to younger or older consumers.     

陕西省师范类大学生闲暇体育现状研究

采用文献资料法、问卷调查法、数理统计法对陕西省5所高校师范类大学生闲暇体育行为进行了调查研究,结果表明陕西省师范类大学生参加闲暇体育活动的人数比例较高,但是其参加的主动性很差;不同性别的学生在闲暇时间里参加的体育运动内容也有较大差异。并根据研究结果和对陕西省师范类大学生闲暇体育活动的现状分析提出了相应的对策和建议。     

体育精神在大学生人格形成中的作用

中国有五千年的悠久历史,其体育文化同样源远流长。文章阐述了我国体育文化的历史,并对独具特色的中国体育文化所蕴含的体育精神做出了解读和诠释。最后从体育精神对当代大学生人格的熏陶阐述了自己见解。     

我国体育无形资产挖掘与管理研究

体育经济的发展,很大程度上依赖于无形资产的占有率,因此加大挖掘无形资产力度和完善管理手段对推动体育产业的发展具有重要意义。文章从体育经济角度出发,明确了无形资产的概念和特点并分析了挖掘、管理无形资产的重要性,最后给出相关建议。     

运动队中根据简单血液生化指标间接推断运动员贫血种类的应用

体能类运动项目的运动员,尤其是女运动员经常出现贫血现象,较低的血红蛋白水平代表着较低的载氧能力,严重的影响了运动员的健康和教学训练。贫血分为多种类型,在运动员中发生的贫血有些由运动训练导致,称为运动性贫血,有些是由于生理原因造成的。如果不能针对导致贫血发生的原因对症治疗,无法有效的治愈贫血症状,本文力图通过举例与分析,给出推断不同种类贫血发生原因的方法,帮助运动员对贫血症状进行有效治疗。     

电子竞技运动在南宁的发展现状分析

2004年,国家体育总局正式宣布将电子竞技运动列为我国第99个正式体育运动项目。2005年11月8日,这一体育项目正式落户广西,人们立即把关注的焦点对准了电子竞技运动,使得这一新型的体育项目得到了快速发展。文章运用文献资料法、问卷调查法和数理分析法,对广西南宁市民参与电子竞技运动的现状进行调查分析。调查结果显示,南宁的电子竞技水平与全国电子竞技水平存在差距,市民对电子竞技运动持以理解宽容的态度,但总体参与程度不高。     

十二运会对辽宁体育产业的影响研究

本文通过文献资料法和大规模的理论结合实际研究对即将在辽宁省举办的十二运会带给辽宁省乃至全国体育产业的影响做了初步的研究并得出的结论。     

体育锻炼与学生自尊发展关系的研究

自尊是个体对自身特点、个性、社会身份和行为的评价或感情反应。目前,西方锻炼心理学领域中,有关自尊理论的研究强调:一个人的自尊由不同的、具体的成分(如身体自尊、专业自尊和社会自尊等)组成。尽管影响个体自尊水平的因素很多,但体育运动确实是提高人们自尊水平的一条重要途径。由于身体自尊对研究体育锻炼参与的心理前因和效益具有重要意义,它的变化能引起整体自尊水平的同方向变化,因此,研究目前有关学生自尊及其与体育活动关系,却是深化学校体育改革的必然。     

MAINTAINING MARKET POSITION: TEAM PERFORMANCE,REVENUE AND WAGE EXPENDITURE IN THE ENGLISH PREMIER LEAGUE

This paper investigates the relationship between playing success and commercial success in team sports. Utilizing a data set relating to the English Premier League that combines both financial measures and indicators of playing skills and performances, our empirical analysis is based on three behavioural equations. Our analysis indicates that on‐field success can be directly related to players’ skills and abilities and that revenue is positively related to on‐field success. Wage expenditure is also shown to systematically reflect player skills and performances. One interpretation of this evidence is that investment in players’ skills and ability buys on‐field success, with richer teams becoming ever richer and able to maintain or even build upon success by spending more on players than less successful clubs. To the extent that richer clubs are successful in their objective there is a causal link between revenue earned and competitive imbalance via investments in players. The implications of this tendency within a league are discussed in our conclusion, which also considers the potentially wider implications of our study as they relate to the evolution of firm size and issues of market share.     

2008年奥运会后群众体育发展战略调整动力机制研究

北京奥运会的举办,使得体育知识广泛普及,体育技术得到推广,人民群众的体育意识和体育热情的高涨,从而在我国形成一个新的群众体育、全民健身热潮。对我国群众体育进行系统地研究,准确把握群众体育现状,科学预测群众体育未来走向,对推动我国群众体育事业健康发展,具有重要的意义。本文分析了2008年北京奥运会前群众体育活动现状,并就构建新形势下群众体育发展战略调整机制进行了研究。