How to Improve the Brand Value of Domestic Sports Brands after the Xinjiang Cotton Incident

DOI

10.2991/aebmr.k.220307.280How to use a DOI?

Keywords

brand image; Chinese sports brands; Xinjiang Cotton Incident; brand value

Abstract

The Xinjiang Cotton Incident that happened in March 2021, and was caused by the conflict between certain overseas enterprises and the use of Chinese Xinjiang cotton. In order to support traditional brand development, Chinese consumers started to pay more attention to Chinese traditional sports brands, thus encouraging the redevelopment of them. Due to this situation, Chinese sports brands should identify disadvantages of its own brands, aim to improve their brand value, and seek opportunities for sustainable development. In this research, a conclusion was draw through a questionnaire that asked: After the influence of the Xinjiang Cotton Incident, can Chinese domestic brands be redeveloped by refocusing public concern? Should brands increase their consumer loyalty by establishing brand image? Can brands gain more attention from consumers through conveying their brand personality and enriching their brand performance? Should entrepreneurs enhance management of brand sales strategies by considering both the rational perspective and the perceptual perspective in the consumer consumption process?

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Meiying Yu
PY  - 2022
DA  - 2022/03/26
TI  - How to Improve the Brand Value of Domestic Sports Brands after the Xinjiang Cotton Incident
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 1719
EP  - 1723
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.280
DO  - 10.2991/aebmr.k.220307.280
ID  - Yu2022
ER  -