Consumer-perceived value of Chinese sports products and its impact on brand leadership

This study investigates the challenges and opportunities facing Chinese sports merchandise brands in achieving brand leadership within the domestic and international markets. Through a mixed-methods approach combining quantitative surveys and qualitative interviews, the research explores consumer perceptions of brand elements that influence brand leadership. The study focuses on four key areas: product quality, brand marketing, brand technology, and brand image. The findings reveal that despite recent improvements, Chinese sports brands face persistent challenges in product durability, originality, and responsiveness to consumer feedback. Additionally, they struggle to establish a competitive digital presence and are often perceived as imitators rather than innovators. The lack of a robust brand personality and alignment with organizational values further hinders their ability to resonate with target audiences. Confirmatory factor analysis identified four critical elements of brand leadership—perceived quality, perceived value, perceived innovation, and perceived popularity. These were complemented by three brand attitude components: brand intelligence, consumer and marketing strategy, and product quality and performance. These elements formed the basis for a novel brand leadership framework tailored to the Chinese sportswear industry. The study contributes to the literature by addressing gaps in understanding consumer-perceived brand leadership in emerging markets. It offers actionable recommendations for managers, including strategies to enhance product quality, differentiate marketing approaches, and build strong brand identities. The finalized framework serves as a guideline for product developers and designers to align branding strategies with consumer expectations. While the study’s focus on the Chinese sportswear sector provides valuable insights, its findings may have broader implications for branding strategies across other industries and cultural contexts. Future research should explore the applicability of the framework in diverse markets, the impact of emerging technologies on brand leadership, and longitudinal trends in consumer-brand dynamics. This research provides a comprehensive roadmap for Chinese sports brands to strengthen their global competitiveness and establish enduring brand leadership.

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