Creating Consumer Based Brand Equity in Shoes Market

Creating Consumer Based Brand Equity in Shoes Market

ABSTRACT

One of the most important ideas in brand management, as well as in commercial practice and academic study, is brand equity. Developing and effectively maintaining brand equity has been highlighted as a critical problem for the majority of businesses. Along with the rapid development of the Chinese sportswear industry, the competition in the sportswear market is fierce and fragmented as a result of many companies competing for customer attention. 

This research will use sports shoes as an example to analyze and grasp the impacts of promotional activities and brand equity aspects on consumer-based brand equity creation in the Chinese sportswear industry. This study's primary approach was quantitative and objective. A total of 84 Chinese respondents aged 21 to 36 assessed five different brands of sports shoes. 

According to the findings, four dimensions of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) have significant effects on brand equity; store image has a positive influence on brand equity dimensions, whereas celebrity endorsement has no influence on brand equity dimensions.

For More Details About Creating Consumer Based Brand Equity in Shoes Market Please Visit Our Website

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INTRODUCTION

With a fast expanding economy, rising wages, and a massive population, China has been regarded as one of the world's most appealing consumer marketplaces (Brewer, 1997 cf. Tong and Hawley, 2009). Meanwhile, with its customers' increasing interest in sports, China sees its sportswear marketing as quickly promising (Asiamoney, 2006 cf. Tong and Hawley, 2009). According to Business Wire (2010), the Chinese sportswear retail market is expected to reach 124.20 billion RMB (Chinese currency) by the end of 2010, with sportswear item sales increasing by 233.2 percent between 2004 and 2010 due to increased purchasing power associated with a larger segment of the population and strong increases in average incomes. Active sportswear and athletic footwear is one of the most highly branded product groups in the global clothing industry. 


According to estimates, almost three-quarters of the entire active sportswear market and nearly 80% of authentic footwear are branded. According to Just-style, Nike, Adidas, and Reebok accounted for 33% of the worldwide active sportswear and athletic footwear industry in 2007. (Newbery, 2008). Branding is still the industry's most important source of competitive advantage. Customers' buying decisions in this category are often influenced by the sports figures they respect, the teams they support, and the brands they want to wear (Newbery, 2008). As a result, brand equity plays a strategic function in assisting sportswear brand managers in gaining a competitive advantage and making sound management choices. It is the ideal statistic for assessing the long-term effect of marketing choices when properly evaluated (Simon andSullivan, 1993).

For More Details About Creating Consumer Based Brand Equity in Shoes Market Please Visit Our Website

https://mbareportsguru.com/creating-consumer-based-brand-equity-in-shoes-market/ 

 Or call us +91 9481545735


CONCLUSION

One of the most important ideas in brand management, as well as in commercial practice and academic study, is brand equity. It may assist brand managers and marketers in differentiating themselves from their rivals in order to obtain a competitive edge in the market. In particular, in China's highly competitive sports industry, brand equity is critical to the development of a brand company's business. This research will use sports shoes as an example to analyze and grasp the impacts of promotional activities and brand equity aspects on consumer-based brand equity creation in the Chinese sportswear industry. 

We expand Aaker's (1991) model by using Yoo et al(2000) .'s framework to develop our conceptual model for investigating the relationships between antecedent (promotional activities) aspects of brand equity and brand equity.

For More Details About Creating Consumer Based Brand Equity in Shoes Market Please Visit Our Website

https://mbareportsguru.com/creating-consumer-based-brand-equity-in-shoes-market/ 

 Or call us +91 9481545735

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