The Study of Fast Fashion Brand Extension Strategy in Sportswear Market

• Main Authors: Lin, Jing-Chi, 林靖綺
• Other Authors: Shao, Yu-Lin
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7nd695

碩士 === 臺北市立大學 === 休閒運動管理學系碩士班 === 105 === In order to enhance the brand equity, brand management and brand extension are used as a strategy by corporate. Fast fashion brand also uses the same strategy to expand the global retail market. The main purpose of this research is to study if the expansion of fast fashion brand to sports apparel will have the impact on sport brand, compare between fast fashion and professional sports brand via consumers’ view points, and explore the relations among brand image, product knowledge, brand equity, and purchase intention. There are 614 valid web questionnaires in total has been retrieved and age is arranged from 18 to 40. Brand image which may direct or indirect promote other behavioral factor is an important factor in overall consumer behavioral structure. The result shows that brand image has the most significant positive impact on brand equity and product knowledge. When compares the difference of approaches between fast fashion and sport brand, product knowledge has the significant impact on fast fashion brand, but having product knowledge is far from the impact that brand image affects the purchase intention. The results show that consumers in the purchase of fast fashion brands and sports brands may have differences in decision-making. Brand image in this study fast fashion and sports professional brand has outstanding relative performance. Brand image conceptualization of the overall consumer behavior structure, may indirectly or directly promote other behavioral factors. As a consequence emphasize on the professional image when making decision on the sports apparel purchase. Moreover, the consumer has established knowledge and impression of the original brand. Although sportswear fast fashion brand has begun extending the market to the effect of this new strategy is still less than sports brand.