RESEARCH ON BRAND EXPERIENTIAL IMAGE POSITIONING OF SPORTS SHOES FOR UNIVERSITY STUDENTS

Tóm tắt

Summary: The primary objective of this study is to explore the positioning of brand images
among the six top-selling sports shoe brands in the Chinese market as perceived by consumers. Bconducting a comparative analysis of these brand images, the study aims to gain insights into thideal brand image that resides in consumers' minds. To accomplish this, the research involved thdistribution of 480 questionnaires to college and university students, employing purposive samplintechniques. Impressively, the study achieved a high response rate, with 480 questionnaires returneand a total of 468 valid questionnaires, resulting in an impressive effective rate of 97.5%. Thfindings of this research offer valuable insights into the distinctions between the brand images othese six prominent sports shoe brands. Notably, the most pronounced variation in performancacross these brands pertains to their experiential image. Nike emerges as the leader in this categorwith a remarkable experiential image score of 3,998, indicating its exceptional performance. Adidafollows closely behind as the second-best performer with a score of 3,960, while Asics, Anta, Pumand Sketcher occupy subsequent positions. The implications of these findings hold significance fothe sports shoe industry and its key players. They shed light on the pivotal role of experiential imagin shaping consumers' perceptions and preferences. Understanding these nuances can guide branstrategies and help brands align more effectively with consumer expectations and desires. Furthediscussion of these implications can provide valuable insights for industry stakeholders.