Purchase Intention of Consumers for Sports Shoe Brands in Indian Context

Pujasree Baral, Shiny Raizada
2020 Annals of Tropical Medicine and Public Health  
Background:The CBBE research applied in the sports brand in Indian consumers have been explored in this research. The dimensions of CBBE brand awareness, brand image, brand identity, perceived quality of the brand attitude formation in consumers has been explored. Methods: The survey on 146 consumers have been conducted in India, to understand the correlation of the dimensions of CBBE in sports brand context.Conclusion:The research results show that brand purchase intention depended on the
more » ... epended on the brand image, brand awareness level that helps to form the brand identity in the consumer perceptual mind. The dynamics of brand equity depend on the consumer's experiential journey in information search process and discussion about the preferred sports brand in reference groups. The perceived quality is dependent on the sum of direct and indirect impact that helps to form the brand attitude and final stage of purchase intention in Indian consumers in the sports brand sector.
doi:10.36295/asro.2020.231737 fatcat:coetxlc3avc4vkggrgg5xu66f4