| Summary: | 碩士 === 大仁科技大學 === 休閒事業管理研究所 === 105 === In recent years, the policy of encouraging sports involvement by the government has successfully raised the public awareness. Nowadays, the teenagers attitude toward sports goods consumption has profoundly influenced their family spending habit and decision in the family. Combining with the convenience of online shopping and electronic transaction and the fashionable design of sporting brand products, teenagers have much more shopping choices than ever before, and are therefore the target group of consumers for sporting brand marketing. This research thus makes use of Partial Least Squares (PLS) statistics software to explore the reliability and validity in the experiential, functional, and symbolic dimensions in brand image awareness for junior high school students. The research focuses on students in public junior high schools in Pingtung area, and a survey on the brand image of sports brands is conducted to obtain more insights on their attitude as sports brand consumers for this group. 338 samples are collected for this research and 331 of them are valid, with an effective response rate of 97%. The analysis result demonstrates that in terms of validity assessment of structural model, the R2 value of experiential dimension was .80, and the R2 value of functional dimension was .84, which indicates a high predictability; the R2 value of symbolic dimension was .60, otherwise indicates a moderate predictability. The research applies the method of “bootstrapping” (Chin, 1998a) to analyze statistical significance, and brand image awareness→functional, experiential, and symbolic dimensions have all achieved significance. For this research, GOF (Goodness of Fit) = 0.75, which indicates that the model fits the observations. Among the brands, NIKE and adidas are the preferred brands for the subjects of this research. Based on the results of the analysis, some suggestions are proposed: for sports brands, they can (1) establish their experiential brand image by focusing on the design and trendiness of the sports products, (2) elevate the functional brand image by focusing on the safety, quality, comfort level, and the design and marketing of functional sports products, and (3) strengthen the symbolic brand image by holding promotion activities in campus or cooperating with sports stars as brand ambassadors.
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