earticle

영어

With the development of the Chinese economy, the standard of living, including health and wellness, has improved rapidly. Sports, as an essential part of life, have promoted the development of Chinese sports brand industries, giving rise to the increased sales of sports products year after year. However, foreign brands like Nike and Adidas have occupied a large part of the market share in China, due to successful brand marketing strategies. In recent years, companies have faced fierce competition due to numerous market changes, and brand marketing strategies have expanded their market shares by many means, such as maintaining relationships with current customers, developing new customers, and establishing brand trust for an improved brand experience marketing strategy. In this study, we explore the effect of brand experience on brand trust in the Chinese market. Specifically, we compare Chinese and overseas sports fashion brands, focusing on post-90s consumers. The results of our questionnaire surveys show differences in the effect of brand experience on brand trust between Chinese and overseas sports fashion brands. Based on the results, we propose academic and practical implications for sports fashion brands in the Chinese market.