The Basketball Shoe Brand Preference of the Young Basketball Enthusiasts in Hong Kong
Keywords:Basketball shoe, NBA, brand preference, 籃球鞋, 品牌
LANGUAGE NOTE | Document text in English; abstract also in Chinese.
The study attempts to investigate the choice preference of basketball shoe brands as perceived by the young basketball players in Hong Kong. A survey questionnaire was designed with content validity being established. The data for this study were collected from 240 young basketball enthusiasts in Hong Kong. Data were treated utilizing descriptive statistics mainly in terms of frequency counts and percentages. Chi-square statistic was used to determine the gender differences in various variables. Nike is the most dominant basketball shoe brand as indicated by the respondents. Male subjects chose the basketball shoe products because of the ‘comfortableness' and ‘price', whereas shoe ‘style' is the females' first choice. Kobe Bryant, Michael Jordan, and Lebron James were identified as the top three most popular NBA players who are endorsers to basketball shoe brands. The use of NBA to promote basketball shoe branding in Hong Kong appears to have further room for development. The present finding provides some insight and understanding about the basketball shoe products and market in Hong Kong.
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