...Weisheng Chiu; Hwansuk Choi Purpose The purpose of this paper is to explore Chinese consumers’ behavioral intention to purchase sportswear products online, by applying the model of goal-directed behavior as a research framework. Design/methodology/approach An online survey was administered...

...Xiao Tong; Jin Su Purpose – The purpose of this paper is to identify the personalities that are associated with sportswear brands and tests the applicability of Aaker's brand personality framework in the context of sportswear brands. Design/methodology/approach – This study employed Aaker's...