Brand Dimension The Impact On Brand Loyalty

Sports shoes market is very competitive. The represented foreign brands, Nike and Adidas, occupy more than half the market share of sports shoes, while LiNing, Anta and other domestic brands are also catching up.Foreign brands own more added brand equity than domestic brands, and brand loyalty are also higher.Brand image is the core of brand equity, and for the domestic enterprise, the brand competitiveness is the core competitiveness, which is also many other enterprises lack. The main reason is that brand positioning relatively obscure, and brand image is not distinct. Consumer can not form long-term image cognitive, thereby affecting brand associations perception and brand loyalty. All of these cause relatively low brand equity. Previous researches mostly focused on theoretical overview and brand image models, and haven't got a temporary unanimous approval. More important is lack of brand image dimensions of a specific product and empirical research about sports shoes brand image and brand loyalty. On the other hand, brand loyalty research is also focused in the measurement method and influencing factors, and formed the behavior loyalty and attitude loyalty. But very few study the influence of brand image dimensions and brand loyalty.This paper first reviews the past relative literatures, and gives a new brand image definition. Based on bell model and combining expert interview and depth interview, draw sports shoes brand image measuring 21 indicators. Using factor analysis extracted sports shoes brand image peculiar six constitute dimensions:sports association, the company's brand, purchasing experience, basic function, professional functions, price and styles. And analyzed each dimension of correlation, and that the six dimensions of the existing main brand image with the relationship between the model. Then study the six dimensions of brand loyalty in two aspects--behavior loyalty and loyal attitude affects the conclusion sports shoes brand image six dimensions of brand loyalty degree. Sports association, purchasing experience, price style influence Brand loyalty significantly, and obtained the corresponding structural equation. Thus supply suggestions of brand management for domestic sports shoes brand.according to domestic sports shoes brand loyalty in different conditions brand image construction more pertinence of system management and strategy.