The Influence Of Sports Enterprise Reputation On The Brand Attitude And Purchase Intention Of College Students

With the continuous progress and improvement of Internet technology and social media,the development level of the market economy has also continuously improved.In order to strengthen their core competitiveness,many enterprises are increasingly focusing on building their own corporate reputation while upgrading and innovating their products.In order to understand the changes in corporate reputation in public welfare activities,we explored the impact of sports apparel corporate reputation on college students’ brand attitudes and purchase intentions.This article uses a questionnaire survey to investigate 770 non sports major college students(305 male students and 465 female students)from five universities in Dalian,including Liaoning Normal University,Dalian Maritime University,Dalian University of Technology,Northeast University of Finance and Economics,and Dalian Neusoft Information College.The effective survey data collected were statistically analyzed using SPSS 23.0 analysis and statistical software.The statistical methods used include independent sample t-test,paired sample t-test,one-way ANOVA,correlation analysis,and regression analysis.Research results:(1)There were significant differences in cognitive evaluation of corporate reputation between college students’ gender,grade,and place of origin(p<0.01),and significant differences in monthly living expenses(p<0.05);There is a very significant difference in emotional orientation in corporate reputation among college students in different grades(p<0.01),significant differences exist between students’ places of origin and monthly living expenses(p<0.05),and there is no significant difference between college students of different genders(p>0.05);There were significant differences in brand attitude and various dimensions between college students’ gender,grade,and place of origin(p<0.05),but there was no significant difference between college students’ monthly living expenses(p>0.05);There is a very significant difference in purchase intention between college students’ gender(p<0.01),between grade and student origin(p<0.05),and there is no significant difference between college students’ monthly living expenses(p>0.05);There were no significant differences in the dimensions of corporate reputation,brand attitude,and purchase intention among college students in different majors(p>0.05).(2)The correlation coefficients between cognitive evaluation and brand attitude in corporate reputation were r=0.77 and r=0.73,respectively,showing a highly significant positive correlation(p<0.01);The correlation coefficients between emotional tendencies and brand attitudes in corporate reputation were r=0.82 and r=0.80,respectively,showing a highly significant positive correlation(p<0.01);The correlation coefficients of cognitive evaluation,emotional orientation,and purchase intention in corporate reputation were r=0.71 and r=0.76,respectively,showing a highly significant positive correlation(p<0.01).(3)The average value of each dimension after providing sports clothing enterprise reputation information is higher than that before providing enterprise reputation information.There are significant differences among enterprise reputation,brand attitude,purchase intention,and each dimension(p<0.01).Research conclusions:(1)There are some differences in the basic personal characteristics of college students in the reputation of sports clothing enterprises,brand attitudes,and purchase intentions.(2)The corporate reputation of sports apparel enterprises has a significant positive impact on college students’ brand attitudes and purchase intentions,and the emotional orientation dimension of corporate reputation has a higher impact on college students’ brand attitudes and purchase intentions than the cognitive evaluation dimension of corporate reputation.(3)For sports clothing companies,public welfare activities can help improve their corporate reputation.