基于SEM的体育用品消费者自我概念一致性、品牌依恋、品牌忠诚的关系研究

doi:10.15942/j.jcsu.2022.06.021

Abstract

Abstract: Taking the relationship between consumers and corporate brands as the core, this paper makes a structure-model analysis of the relationship among self-concept consistency, brand attachment and brand loyalty of sports goods consumers from the perspective of consumers. It is concluded that the model of self-concept consistency, brand attachment and brand loyalty of sporting goods consumers is workable. The higher the self-concept consistency of specific sporting goods consumers, the higher the brand loyalty and brand attachment, the higher the brand attachment, the higher the brand loyalty. Brand attachment has a mediating effect between self-concept consistency and brand loyalty

Key words: sports brand, self-concept consistency, brand attachment, brand loyalty, sports consum, sports industry

CLC Number:

G80-052

XIE Chunlong, ZHENG Guohua. Research on the Relationship between Self-Concept Consistency, Brand Attachment and Brand Loyalty of Sporting Goods Consumers Based on SEM[J]. Journal of Chengdu Sport University, 2022, 48(6): 130-135.

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Research on the Relationship between Self-Concept Consistency, Brand Attachment and Brand Loyalty of Sporting Goods Consumers Based on SEM

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