The Influence of Sports Brand Image on Consumer Preferences and Behavioral Tendencies: Lululemon and Anta as Examples

This is the authors' abstract. We don't add key points for this paper.

Amidst the surging enthusiasm and demand for fitness activities, there is keen interest in understanding how sportswear brand preferences influence consumer behavioral tendencies. Given Lululemon's rapid global emergence as a contemporary brand icon and Anta's status as a popular national brand in China, this paper endeavors to compare the two, examining their impact on consumer behavior. The objective extends to offering recommendations for brand image cultivation and product design within the athletic apparel sector.