Abstract
Brand awareness plays an important role in brand construction and brand recognition, which is regarded as the foundation for brand development. To some extent, brand awareness can directly influence consumers’ purchase intention. Taking Chinese college students who will become main consumers in the future as the research object, the author seeks to investigate and analyze brand’s objective factors and consumer’s subjective factors in influencing brand awareness of the Chinese and foreign sports brands. The aim of this paper is, on one hand, to explore and identify the current awareness of Chinese and foreign sports brands. On the other hand, based on the comparison on brand awareness between Chinese and foreign sporting goods, to make recommendations on strategies for Chinese sports brands to catch up with their foreign counterparts.