Research On The Influence Of Sports Brand Assets On Consumer Loyalty From The Perspective Of Incentive Theory

With the establishment of China’s market economy system and the deepening of sports reform,the sports industry has shown an amazing growth trend,the industrial structure has been optimized,and sports consumption has become the main driving force for the development of sports industry.In order to enhance consumer loyalty of sports brands in China,stimulate consumption vitality and promote the growth of sports brand assets in China,this study explores the influence relationship between sports brand assets and consumer loyalty under different incentive conditions,constructs a conceptual model of sports brand consumer loyalty,and forms a multi-path influence mechanism.By using the methods of literature review,in-depth interview,questionnaire survey and mathematical statistics,this paper discusses the relationship between sports brand assets and consumer loyalty.This paper aims to reveal the formation mechanism of consumer loyalty of sports brands in China,explore the promotion path of consumer loyalty,and provide theoretical reference for sports brands in China to cultivate consumer loyalty and formulate scientific consumer marketing strategies.Through the verification of relevant research hypotheses,it is found that:(1)Brand equity has a significant positive impact on consumer loyalty.(2)The national brand emotion has some intermediary effects in the process of brand equity’s influence on consumer loyalty,which shows that brand equity can not only directly affect consumer loyalty,but also indirectly affect consumer loyalty through national brand emotion.(3)The influence of event sponsorship and brand transformation on consumer loyalty has a double intermediary effect,and it is a part intermediary effect.It shows that brand equity can indirectly affect consumer loyalty through event sponsorship and event transformation.(4)Sports participation plays a moderating role in the path of national brand emotion to consumer loyalty.Under the influence of higher frequency of sports participation,national brand emotion has a stronger influence on consumer loyalty.According to the above research conclusions,the following suggestions are put forward:(1)Cultivate the emotional connection between consumers and brands,and realize precise marketing.(2)Establish a sponsorship cooperation relationship with a high degree of fit with the brand,and increase the brand’s exposure.(3)Explore the connotation of Chinese traditional culture and enhance the competitiveness of national brands.