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The purpose of this study is to analyze the relationship between basketball shoe brand image perception and purchase intention among basketball participants.This study focuses on participants in basketball sports on campus, using a convenient sampling method.After statistical analysis, the following findings were found: 1. Basketball participants, mostly male students and players aged 2-3 years, mainly purchase Nike basketball shoe brands.In terms of brand image, participants rated 'I think the brand's basketball shoes are comfortable to wear' as the highest.3.In terms of willingness to purchase, 'If I still need basketball shoes, the likelihood of purchasing the brand is high' is the highest among participants.4. Basketball participants' brand image of basketball shoes has a predictive effect on their purchase intention.Based on the above results, this study proposes suggestions for future marketing strategies for basketball shoe salespeople.
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Lin et al. (2023) studied this question.
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