Study
Innovation & MarketsHigh ImpactStrong effect

Positive Brand Image Components Significantly Boost Consumer Trust in Sporting Goods

A strong brand image, particularly through perceived quality, variety, services, and atmosphere, directly correlates with increased consumer trust in sporting goods.

Annals of Applied Sport Science · 2016

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Key Findings

  • 01A significant positive relationship exists between brand image and brand trust (r=0.68).
  • 02Specific components of brand image – services (0.53), variety (0.55), quality (0.51), and atmosphere (0.54) – were significant predictors of brand trust.
02

Application

Design takeaway

Focus on tangible aspects of the customer experience – product quality, service efficiency, product variety, and the overall brand atmosphere – to cultivate robust consumer trust.

How to apply

Conduct market research to identify which brand image components are most valued by your target audience and allocate resources accordingly to strengthen these areas.

Project actions

  • 01When researching consumer behaviour, consider how different aspects of a brand's presentation influence trust.
  • 02Use surveys to gather quantitative data on consumer perceptions of brand attributes and their resulting trust levels.
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Method & Evidence

AimTo investigate the relationship between the image of foreign sports brands and consumer trust among purchasers of these brands.
MethodQuantitative correlational and regression analysis
ProcedureData was collected using questionnaires assessing brand image and brand trust among consumers of foreign sports brands. Statistical tests, including Pearson's correlation and simultaneous regression, were employed to analyze the relationships between the variables.
Sample279 participants
ContextConsumer behaviour in the sporting goods market, specifically concerning foreign brands.

Variables

IVComponents of brand image (services, variety, quality, atmosphere)
DVBrand trust
CVType of brand (foreign sports brands), participant demographic (athletes)
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Strengths & Limitations

Strengths

  • +Utilized established statistical methods (Pearson's correlation, regression).
  • +Employed validated questionnaires with good Cronbach's alpha scores.

Limitations

The findings might not apply to all types of products or services, or to consumers with different priorities.

Reliability & validity

The study reports good internal consistency for the questionnaires (Cronbach's alpha > 0.87), suggesting good reliability. The correlational and regression analyses provide evidence for the validity of the relationships explored.

Think critically

To what extent can a negative brand image be overcome by excelling in other areas, or is a consistently positive image across all components essential?

05

Design Principles

"Invest in the holistic brand experience to build foundational consumer trust."

Understanding the specific drivers of brand image allows businesses to strategically invest in areas that most effectively build consumer trust. This trust is a critical asset for fostering customer loyalty and driving repeat purchases in competitive markets.

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What This Means for Your Design

If a sports brand looks good, offers good service, has lots of choices, and feels nice to shop at, people will trust it more.

How to use in your project

  • 1.This study can inform the justification for investigating how specific design elements of a product or service contribute to brand perception and consumer trust.
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Add to My Project

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Quick Cite

(2016). The Relationship between Brand Image and Brand Trust in Sporting Goods Consumers. Annals of Applied Sport Science. https://doi.org/10.18869/acadpub.aassjournal.4.3.27 Retrieved from https://designdex.org/study/d37c9160-06f5-4deb-8223-45cd84f4d438/positive-brand-image-components-significantly-boost-consumer-trust-in-sporting-goods

Paragraph starter

This research highlights that a positive brand image, particularly through perceived quality, variety, services, and atmosphere, is a significant driver of consumer trust in the sporting goods sector. This suggests that design efforts focused on these tangible aspects of the brand experience can lead to stronger customer relationships and market success.

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Source

Annals of Applied Sport Science

The Relationship between Brand Image and Brand Trust in Sporting Goods Consumers

journal · 2016

View source

Questions about this research

What does the research say about positive brand image components significantly boost consumer trust in sporting goods?
Focus on tangible aspects of the customer experience – product quality, service efficiency, product variety, and the overall brand atmosphere – to cultivate robust consumer trust. Evidence: Annals of Applied Sport Science (2016).
Why does "Positive Brand Image Components Significantly Boost Consumer Trust in Sporting Goods" matter for design?
Understanding the specific drivers of brand image allows businesses to strategically invest in areas that most effectively build consumer trust. This trust is a critical asset for fostering customer loyalty and driving repeat purchases in competitive markets.
How can designers apply this research?
Focus on tangible aspects of the customer experience – product quality, service efficiency, product variety, and the overall brand atmosphere – to cultivate robust consumer trust.
What were the main findings?
A significant positive relationship exists between brand image and brand trust (r=0.68).. Specific components of brand image – services (0.53), variety (0.55), quality (0.51), and atmosphere (0.54) – were significant predictors of brand trust.
What research method was used?
Quantitative correlational and regression analysis with 279 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2016 journal from Annals of Applied Sport Science.
What should I do differently in my next project?
Conduct market research to identify which brand image components are most valued by your target audience and allocate resources accordingly to strengthen these areas.
What are the limitations?
The study focused on foreign sports brands and a specific demographic (athletes) in one city, potentially limiting generalizability to other markets or consumer groups.
Is there evidence that brand affects design outcomes?
Consumers who perceive a sports brand as offering good services, a wide variety of products, high quality, and a positive shopping atmosphere are more likely to trust that brand. Understanding the specific drivers of brand image allows businesses to strategically invest in areas that most effectively build consumer tru Source: Annals of Applied Sport Science (2016).
Where does this brand image research apply?
Consumer behaviour in the sporting goods market, specifically concerning foreign brands. It sits within innovation & markets research on designdex.org.

Related research topics

brand design research · evidence on brand · does brand improve design outcomes · brand image studies for designers · brand and brand image findings · innovation & markets research evidence