The Research On Impact Of Sport Shoes Brand Image On Customers’ Purchase Intention

In China, as people’s living standard and awareness of health are enhanced by economicexplosion, sports become an essential part in their daily life. As the life necessities so to speak,athletic shoes are in great demand, which provides a wide market for athletic footwearindustry in China. Meanwhile, the competition among many domestic and foreign athleticshoe brands is increasingly fierce. At present, brand has become the core competence ofathletic shoe companies, for the increasing homogeneity of their products, differing slightly infunction. However, in brand image construction, Chinese athletic shoe brands arecomparatively inferior to those foreign brands.Under this background, this paper, focusing on consumer groups of athletic shoes,presents an empirical study through a research model using brand image’s three dimensions(corporate image, product image and user image) as the independent variables, customerperceived value as the intervening variable, the customer purchase intention as the dependentvariable. First, based on a review of enormous mass of research literature on this topic byscholars home and abroad, this paper expounds the interrelations of brand image, perceivedvalue and purchase intention. Having made reference to measurement scales used by domesticand foreign scholars to measure those variables, this paper develops its own scale tailored tothe present study. Furthermore, by distributing and collecting questionnaires among theconsumers of athletic shoes,organizing the data gathered through the returned questionnaires,and performing descriptive statistical analysis, reliability and validity analysis, correlationanalysis, testing structural equations and mediation analysis, this paper finally draws thefollowing conclusions: the three dimensions of brand image, namely corporate image, productimage and user image, all have a notable positive impact on customer perceived value andcustomer purchase intention, and so does customer perceived value on customer purchaseintention; customer perceived value completely mediates the relationship between corporateimage, product image, user image and customer purchase intention.Lastly, according to empirical study results, this paper provides some advice for athletic shoe companies to consider when constructing their own brand images:1. Improvingemployees’ image in retail stores to construct good corporate image;2. Optimizing design ofathletic footwear products to establish good product image;3. Searching for someone suitableto endorse your products, to create good user image;4. Innovating marketing to develop thesocial value of athletic shoes.