중국 스포츠용품 기업의 브랜드자산 비교 연구

Abstract

The purpose of this study is to analyze a causal relationship between brand equity and customer behavior in Chinese sport brands and suggest a business and marketing strategy of sport companies in China. The questionnaire survey was commissioned to a professional survey website and conducted with consumers in China who had purchased Chinese sports products. The survey period was from March 10 to April 12, 2020. IBM SPSS Ver. 23.0 was used for data processing. A convenience sampling method and a self administration method were used to collect 338 questionnaires. Using one-way ANOVA, correlation analysis, and structural equation model(SEM), the following conclusions were drawn. First, Li-Ning had a higher average in perceived brand quality, brand awareness, brand image and brand royalty than ANTA, 361°, X-tep, and PEAK and there was a statistically significant difference. Moreover, Li-Ning had a higher average in customer satisfaction and repurchase intention than ANTA, 361°, Xtep, and PEAK and there was a statistically significant difference. Second, The causal relationship between brand equity and customer satisfaction was analyzed. As a result, perceived quality of brand equity and brand royalty had a statistically significant positive(+) effect on customer satisfaction and customer satisfaction had a statistically significant positive(+) effect on repurchase intention. However, unlike previous researches, the brand equity of sports product companies in China did not have a statistical effect on repurchase intention. It suggests that it is necessary for sports product companies in China to modify their business and marketing strategies.