The impact of sports brand image and product quality on consumer satisfaction: the mediating effects of self-image congruence

ObjectivesConsumer 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.MethodsQuestionnaires 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.ResultsSignificant positive correlations existed among BI, PQ, SIC, and CS (p < 0.01), and model fit was satisfactory (CMIN/DF = 2.793, RMSEA = 0.058, CFI = 0.930, TLI = 0.922, IFI = 0.930). Path analysis further revealed that BI and PQ significantly and positively predicted SIC and CS, while SIC significantly and positively predicted CS (all paths p ≤ 0.001). Mediational analysis indicated that SIC partially mediated the BI→CS relationship (indirect effect = 0.141, 95% CI [0.082, 0.226], accounting for 44.90% of the total effect). Furthermore, SIC partially mediated the relationship between PQ and CS (indirect effect = 0.192, 95% CI [0.108, 0.300], accounting for 34.66% of the total effect).ConclusionBoth 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.