An Empirical Study Of Brand Equity ANTA Sports Marketing Impact

With the continuous development of the world economy, social progress andimproved cultural activities, the sports industry has become the "Sunrise Industry" inthe21st century, showing the momentum around the world. It plays a pivotal role inguiding people toward healthy, fashion, and civilized lifestyle changes. As a commonlanguage in the world, due to the development of network technology and mediabroadcast technology, sports has gone beyond the limitations of time and space tobecome enterprises brand communication and promotion of media. The sport as amedium itself implies affinity propagation force, interactive features, making itbecoming a bridge between businesses and consumers.Looking at these events such as the Olympic Games and the World Cup everyfour years, these top events bear tremendous business opportunities.Many companieswant to improve their brand equity through these magic events. Sports marketing iswell underway, but how to achieve this goal, to provide theoretical and practicalguidance for enterprises to carry out sports marketing has become emphasis on thepresent study. In this paper, based on comprehensive analysis and study of sportsmarketing and brand equity on the basis of related literature, the paper analyses andintegrates the relationship between sports marketing and brand equity. Combinedprevious theoretical research, this paper builds the process of sports marketing targetand selects a point-cut configuration diagram of sports marketing. Taking ANTA forexample to study the empirical analysis, the article establishes the relationship modelbetween the sports marketing and brand equity and its dimensions. Through theanalysis of the collected data,the article obtains the relationship of sports marketingand brand equity, namely the sports marketing have a positive impact on brand equityand its dimensions including brand awareness, perceived quality, brand association,brand loyalty, which explains the path of enterprise by sports marketing to enhancebrand equity is feasible. Finally, this paper not only makes a research summary andproposed the enlightenment, but also points out the limitations and future prospects ofthe paper.