An Empirical Study On The Formation Mechanism Of Sports Shoe Brand Confrontation Loyalty

Brand competition in China's sports shoe industry is unprecedentedly fierce.There are often a large number of consumers who switch from brand stalwarts to brand stalwarts.Therefore,we must increase brand loyalty to deal with the current situation and clarify the formation mechanism and various aspects of brand loyalty.The relationship between the driving factors is a problem that we urgently need to solve at the moment.This paper uses literature research,questionnaire survey,reliability and validity analysis,factor analysis,structural equation modeling and other analytical methods,using Spss17.0,Amos 23.0 and other statistical software to analyze the influence path of brand against loyalty.The main content of the paper includes.First,it shows the research background and the significance of researching brand against loyalty,and then introduces the current status of domestic and foreign research,research content,methods and goals.Finally,point out the innovative points of this research.Second,through combing,summarizing and summarizing relevant domestic and foreign literature,the meaning and measurement indicators of brand culture,brand experience,brand relationship quality and brand loyalty are clarified.Third,put forward research hypotheses and presuppose the brand antagonistic loyalty structure equation model.Fourth,issuing questionnaires and analyzing the collected data,and drew the main research conclusions: brand culture significantly positively affects brand experience;brand experience significantly positively affects brand relationship quality and brand loyalty;brand relationship quality is significantly positive Affect brand antagonism loyalty;brand experience plays an intermediary role between brand culture and brand antagonism loyalty,and brand relationship quality plays an intermediary role between brand experience and brand antagonism loyalty.Finally,according to the conclusions,suggestions on how to improve the brand's anti-loyalty are put forward to China's sports shoe industry.This article has two main innovations: First,it designs and verifies the scale of brand confrontation loyalty,and believes that brand confrontation loyalty should be measured from three dimensions: attitude confrontation loyalty,behavior confrontation loyalty,and loyalty to the selected brand.Second,build and verify the structural equation model of brand confrontation loyalty,and clarify the relationship between brand culture,brand experience,brand relationship quality and brand confrontation loyalty.