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 qua...