The Study Of Factors That Influence Sports Clothing Brand Loyalty In Wuhan Area

with the rapid development of sports marketing economy, competition between sports enterprise is becoming more and more intensive. And the consuming behaviors of consumers are more reasonable. In this condition, the question that how to cultivate high loyalty consumers group is concerned widely. While the key is to know which factors can effect consumer brand loyalty and to what degree that been effected. Those are what this article wants to discuss. Making use of spot investigation to consumers of unique sports goods stores in Wuhan, we used analysis of variance, regressions, Chi-square test and crosstab to analyze investigation result and illustrate the degree of each influencing factor of consumer brand loyalty. Through the analysis, we found that the influencing factors of the consumer level and the marketing level make great effects on consumer brand loyalty. According to the conclusions, sports enterprise should pay more attention to the important factors and collocate resources reasonably to improve consumer brand loyalty.