BRAND IMAGE, PRODUCT QUALITY AND CELEBRITY ENDORSEMENT AFFECTING CUSTOMER LOYALTY FOR THE BASKETBALL SHOE BRANDS IN CHINA’S GUANGZHOU, GUANGDONG PROVINCE

Abstract

This study explores the impact of brand image, product quality, and celebrity endorsement on customer loyalty in the basketball shoe market in Guangzhou, China. The research uses quantitative methods with an online survey distributed to 400 respondents from various demographics.  The questionnaire contained multiple-choice questions and Likert five-point scales. The study focuses on three independent variables: brand image (awareness, experience, reputation), product quality (aesthetics, safety, innovation), and celebrity endorsement (expertise, brand match-up, popularity). The findings reveal that brand reputation and celebrity popularity significantly influence customer loyalty, whereas other factors such as brand awareness, experience, and product quality do not show a strong impact. The results highlight the importance of maintaining a strong brand reputation and leveraging popular celebrities to enhance customer loyalty.