Measuring customer‐based brand equity: empirical evidence from the sportswear market in China

Purpose This study seeks to examine the practicality and applications of a customer‐based brand equity model in the Chinese sportswear market. Design/methodology/approach Based on Aaker's well‐known conceptual framework of brand equity, this study employed structural equation modeling to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in the sportswear industry. The present study used a...