The Study On The Relationship Between The Consistency Of Sports Brand And Celebrity,Brand Recognition And Purchase Intention

With the rapid development of the sports goods manufacturing industry,improving consumer loyalty and buying intention has become the primary issue that sports brands pay attention to.As the world’s largest sports brand,Nike ranks first in terms of fans and influence.The relationship between the consistency of Nike brand and celebrity,brand recognition and consumers’ purchase intention are worth further research.On the one hand,it helps to improve the matching between sports brand and celebrity,help consumers identify brands more accurately,and bring consumers more pleasant shopping experience.On the other hand,it provides reasonable suggestions for Nike to enhance consumer viscosity and purchase intention,and provides reference for sports marketing of our country’s sports goods brand to promote the development of our sports goods manufacturing industry.At the same time,this study also enriched the application of matching hypothesis theory in sports brand and sports marketing field.This study mainly uses literature material method,experiment method,mathematical statistics,interview methods to analyze the relationship between the consistency of sports brand and celebrity,brand recognition,and purchase intention through structural equation model.In addition,this research analyzes whether there are significant differences between sports and non-sports starts in this model.The following conclusions can be drawn from the research: 1.The consistency between brand and celebrity significantly affects brand recognition;2.The improved matching between brand and celebrity will stimulate consumers’ purchase intention;3.Brand recognition plays a complete mediating role;4.The type of celebrity has no significant regulating effect.Based on the conclusion,the following suggestions are put forward:Improve the matching the personalities between brand and celebrity;Stable brand and celebrity image,highlighting product features;Strengthen consumers’ brand recognition with a variety of marketing methods;Enhances customer stickiness by classified operation;Pay attention to“she economy”consumption potential.