The Impact of Sustainable Management Strategies of Sports Apparel Brands on Brand Reliability and Purchase Intention through Single Person Media during COVID-19 Pandemic: A Path Analysis

Abstract

Recently, a variety of efforts have been taken to convey sustainable management strategies of sports apparel brands through single-person media. However, there is a lack of theoretical information on the path that leads these corporate marketing activities to brand reliability and purchase intention of consumers. Therefore, this study aims to analyze the path through which the sustainable management strategy established by a sports apparel brand affects the brand awareness and reliability, as well as the purchase intention of consumers when experiencing this strategy through single-person media. The results are summarized as follows: Firstly, the sustainable management strategies of a sports apparel brand carried out through single-person media had statistically significant positive impacts on the benevolence reliability perceived by single-person media viewers. Secondly, benevolence also had a statistically significant positive impact on the consumers’ purchase intention. It is expected that the results of this study will serve as an important resource for the methods of utilizing sustainable management strategies among sports apparel brands in the future.