The Role of Self-congruity in Chinese Young Consumers’ Brand Evaluation and Brand Loyalty
towards Sportswear Brands

Jinzhao Lu; Yingjiao Xu

Consumer Behavior

The Role of Self-congruity in Chinese Young Consumers’ Brand Evaluation and Brand Loyalty towards Sportswear Brands

Authors: Jinzhao Lu (North Carolina State University) , Yingjiao Xu (North Carolina State University)

Abstract

Chinese market for sportswear is by far the second largest market in the world just after United States (Euromonitor International, 2013). In the Chinese sportswear market, international brands including Nike, Adidas, Kappa, Puma, and FILA dominate the high-end market. Chinese domestic brands like Li-Ning, Anta and Peak occupy the medium and low-end sportswear market (Research and Market, 2012).

Keywords: brand loyalty, sportswear, Self-congruity, Brand Evaluation

How to Cite: Lu, J. & Xu, Y. (2014) “The Role of Self-congruity in Chinese Young Consumers’ Brand Evaluation and Brand Loyalty towards Sportswear Brands”, International Textile and Apparel Association Annual Conference Proceedings. 71(1).