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Online and offline exposure predict the perceived value of sportswear brands via brand equity

Year: 2025

Type: article

Abstract: Sportswear brands are leveraging digital platforms such as social media, mobile apps, and e-commerce sites to engage with consumers. However, few studies have separately examined and compared the distinct predictive effects of online and offline brand exposure. Thus, we conducted an empirical study of 229 consumers of sportswear brands to investigate the predictive effects of online and offline brand exposure on the perceived value of sportswear products, with brand equity and value congruence as mediators. Structural equation modeling results showed that both online and offline exposure of sportswear brands predicted consumers' perceived value of their products, and these relationships were fully mediated by brand equity. Value congruence did not have a significant mediating effect. These findings highlight the critical role of online and offline brand exposure in shaping consumer perceptions, and offer practical insights for marketers to refine their digital brand strategies.

Source: Social Behavior and Personality An International Journal

DOI: 10.2224/sbp.15362

Authors: Yangxin Huang, Tianran Wang, Xue Wang

Institutions: Fudan University, Tsinghua University, Beijing Normal University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4416675241

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