INFLUENCING BRAND EXPERIENCE ON SPORT BRAND LOYALTY: UNIVERSITY STUDENT IN GUANGXI PROVINCE, CHINA

Abstract

As competition in the sporting goods market becomes increasingly fierce, many sports brands are facing the problem of brand loyalty, College students are the main force of consumption. This article studies the relationship between brand experience and sports brand loyalty. This article uses qualitative and quantitative methods to study Guangxi college student groups, and a total of 340 questionnaires were distributed. Research shows brand loyalty including recommendation, dedicated, attitude and behavior, Brand experience consists of five separate dimensions: sensory, emotional, intellectual, behavioral and social. Sports brands that provide excellent brand experiences are differentiated from other brands and are more favored, thereby building brand loyalty and promoting the spread of the sports brand. The consumption of good experience of college students can better enhance college student sports brand loyalty.