A Study of the Factors Influencing Consumer Loyalty Toward Li Ning Badminton Products

Abstract

This study investigated the influence of product quality and brand image on consumer loyalty to Li-Ning’s badminton products. With the rapid growth of the badminton industry and increasing competition among sports brands, understanding the factors that drive consumer loyalty has become essential for sustaining market advantage. A quantitative research design was adopted, and data were collected through an online questionnaire administered to consumers who had used Li-Ning’s badminton products. A total of 267 valid responses were obtained. Descriptive statistics, correlation analysis, and multiple regression analysis were employed to examine the relationships among variables.
The results revealed that both product quality and brand image have significant positive effects on consumer loyalty, with product quality being the stronger predictor. These findings support Expectation–Confirmation Theory, which posits that product performance influences satisfaction and loyalty, as well as Brand Equity Theory, which emphasizes the role of brand associations in shaping consumer behavior. The study concludes that both functional product attributes and psychological brand perceptions play critical roles in fostering consumer loyalty to Li-Ning. Recommendations are provided for enhancing product innovation, strengthening brand identity, and improving customer engagement to further increase loyalty. This research contributes to the literature on sports marketing and offers practical insights for sports brand management.

Keywords: product quality, brand image, consumer loyalty, Li-Ning, badminton products