ArticleFrontiers in psychology2026
The impact of sports brand image and product quality on consumer satisfaction: the mediating effects of self-image congruence.
Article in Frontiers in psychology, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Objectives: Consumer satisfaction (CS) is a crucial indicator that influences sports brand marketing, yet research examining it from the perspective of consumer self-image congruence (SIC) remains limited. This study focuses on sports brands to explore the effects of brand image (BI) and product quality (PQ) on CS, while testing the mediating role of consumer SIC in the relationship between these factors and satisfaction. This work aims to provide empirical evidence for sports brands to enhance CS and refine brand strategies. Methods: Questionnaires distributed both online and offline with random sampling were used to collect data from 534 Chinese sports brand consumers. The measurement tools included the Consumer Satisfaction Scale, the Self-Image Congruence Scale, the Brand Image Scale, and the Product Quality Scale. Descriptive and correlation analyses were conducted using SPSS 27.0, while confirmatory factor analysis (CFA) and structural equation modeling (SEM) were performed using AMOS 24.0. Results: Significant positive correlations existed among BI, PQ, SIC, and CS ( Conclusion: Both sports BI and PQ significantly enhance CS, with consumer SIC partially mediating the effects of BI and PQ on satisfaction. Therefore, sports brands should simultaneously focus on improving PQ and shaping BI that align with the self-image of target consumer groups to enhance satisfaction.
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