A Study On The Impact Of Brand Co-branding On Consumers’ Purchase Intention Of Sporting Goods In China

In recent years,as market competition intensifies,more and more companies focus on brand marketing and strive to improve their own brand competitiveness in order to form differentiated advantages and better cater to the diversified needs of today’s consumers.Co-branding,as a strategic way to enhance brand awareness and image,and quickly develop new markets,has begun to be loved by enterprises.Faced with the background of upgrading sports consumption,domestic sporting goods companies also carry out co-branding in a competitive environment,combining popular IPs and brands to create topicality,attract consumer attention and open up new market segments.However,in practice,the effect of corporate co-branding is mixed,and some companies do not get positive benefits after carrying out co-branding.To this end,this paper studies the effect of co-branding characteristics of sporting goods companies on consumers’ willingness to buy,and considers how to effectively conduct sporting goods cobranding.This study adopts a quantitative approach to review the domestic and international literature related to brand association and consumers’ willingness to purchase cobranding.Based on this,we combine existing studies on co-branding and consumer behavior to investigate the mechanism underlying the effect of co-branding characteristics of sporting goods brands on consumers’ willingness to purchase.Brand equity,association match,and Chinese consumers’ ethnocentrism are selected as independent variables,co-branding attitude is the mediating variable,and consumer purchase intention is the dependent variable to construct the research model.Li Ning was used as the main brand,and the "Li Ning × Forbidden City" co-branded collection was used as the target of the survey.The questionnaire was developed based on the established scales in existing studies and combined with the characteristics of sports brands.472 valid samples were surveyed by online distribution.The data were analyzed using SPSS22.0 and AMOS24.0 for reliability,correlation analysis,structural equation modeling and other mathematical and statistical analyses to test the hypotheses in the model and draw conclusions and recommendations.Key findings include: 1)Co-brand equity positively influences both co-branding attitudes and purchase intentions;2)Joint matching positively influences both cobranding attitudes and purchase intentions;3)Chinese consumer ethnocentrism can positively influence purchase intentions through consumer co-branding attitudess.;4)Co-branding attitudes have a mediating role.Based on the findings of this study,the following marketing management recommendations are put forward: 1)improve the brand equity of China’s sporting goods enterprises themselves and focus on the perceived quality of their products;2)choose a joint target with good joint match according to the enterprise’s own positioning and joint product description;3)focus on the brand equity of the joint target and try to find a joint target with no less than its own brand equity;4)dig deeper into the multiple values of brand union,focusing on consumers’ attitudes towards brand union;5)strengthen the national value of China’s sports brand union,grasping consumers’ national feelings.