The Role of Self-congruity in Chinese Young Consumers’ Brand Evaluation and Brand Loyalty
towards Sportswear Brands
Date
2014-01-01
Authors
Lu, Jinzhao
Xu, Yingjiao
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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).
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