Research On The Influence Of Sports Goods Brand Co-branding On Consumers' Purchase Intention

in recent years,a series of documents on accelerating the development of sports industry have provided policy guarantee for the development of sports industry.The sales and manufacturing of sporting goods play an important role in promoting the development of sports industry.In the growing development of sporting goods,with the growing younger consumer groups,Co-branding marketing is favored by sporting goods enterprises.Co-branding can bring freshness to the public,create hot topics,increase brand exposure,and improve brand competitiveness through cross-border forms,combined with other brands,IP and celebrities.However,with the rapid development of Co-branding,consumers are keen on CO-branding.At the same time,some problems begin to appear,such as co-branding eating brand image,CO branding following suit,and consumers' aversion to Co-branding.The emergence of these problems is not conducive to the development of sporting goods brand co branding,so how to carry out Co-branding reasonably and effectively and let consumers improve their purchase intention has become an important issue for sporting goods brands to consider.This study takes the co-branding of sporting goods brands as the research object.Firstly,by combing the literature related to the co-branding of sporting goods brands,this paper summarizes the existing research results.Secondly,taking Anta as a specific case,this paper analyzes the current situation of Co-branding,including co-branding frequency,CO-branding product design,CO-branding product sales channels,and opinion leaders' participation.Thirdly,based on S-O-R theory and customer value theory,combined with the existing literature,this paper puts forward the hypothesis and constructs the conceptual model.In order to explore the relationship between the seven variables in the model,this study uses questionnaire survey and mathematical statistics to analyze.Based on the mature scale in the existing research and combined with the characteristics of CO-branding of sporting goods brands,the questionnaire on the influence of CO-branding of sporting goods brands on consumers' purchase intention was compiled.Then it was distributed on wechat circle of friends,discussion group,QQ space and other social platforms.Finally,450 valid questionnaires were collected.Spss19.0 and amos24.0 were used to conduct mathematical statistics,test hypotheses and discuss the results This is to draw management inspiration.Finally,the shortcomings of the research are analyzed and the future research trend is prospected.The results show that:(1)the popularity of Co-branding signers has a positive impact on consumers' perceived value,but no significant impact on consumers' perceived risk;(2)the matching degree of Co-branding signers has a positive impact on consumers' perceived value,but no significant impact on consumers' perceived risk;(3)the participation of opinion leaders in Co-branding signers has a positive impact on consumers' perceived value,but a negative impact on consumers' perceived risk(4)the scarcity of CO-branded products has no significant impact on perceived value;(5)perceived value has a positive impact on consumers' purchase intention,while perceived risk has a negative impact on consumers' purchase intention.In view of the relevant case analysis and quantitative research results of this study,the following management implications are put forward:(1)select the appropriate brand co branding objects;(2)improve the value connotation of the brand;(3)attach importance to the participation of opinion leaders;(4)improve the value of co branded products and reduce potential risks;(5)use Omni channel for product sales and publicity;and(5)improve the quality of products.