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Study on the Influencing Factors of Brand Loyalty in Guangdong

Huanran Tan


At present, the competition between various sports goods brands is becoming more and more fierce, and the way of competition is no longer just the competition on profit, but increasingly tends to high-end competition. In the current market environment where many consumers have more choices and gradually increased brand awareness, enterprises should not only retain consumers from the product aspect, but also establish a long-term relationship with consumers and maintain the loyal consumers of the brand. College students are the main force of the future social development and economic development, and an important group in the sports goods industry. Their sports consumption level is related to the development of sports-related industries, and the brand selection behavior has a very important impact on the formulation of brand marketing strategies and the solidification of product customer groups. This study depends on the theory of sports marketing, brand loyalty, discusses the reality of sports shoes brand loyalty, analyze the relevant factors affecting brand loyalty, for sports shoes brand enterprises in the brand, maintain consumer brand loyalty provide valuable reference, and help to develop a more effective marketing strategy, enhance the competitiveness of domestic sports shoes brand.


Brand Loyalty; College Students; Sports Goods; Brand Development

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Included Database


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DOI: http://dx.doi.org/10.18686/mmf.v6i6.6355