The influence of sports brand image on consumer preferences and behavioral tendencies: lululemon and anta as examples

HIGHLIGHTS

• What: The research compares these sportswear brand images, leveraging 4 attractiveness variables to gauge consumer intention and behavior, offering insights into the direct link between brand image and consumer preference and behavior. The authors investigated four variables: product image attraction, corporate image attraction, brand personality attraction and consumer behavioral preference. Research Findings From the above analysis, the following conclusions can be drawn: product image is not the main reason for consumers to choose Lululemon and Anta, but corporate image and brand personality are the main reasons for their consumption behavior. The authors investigated consumers` preference for Lululemon . . .
  

   

  

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