With Chinese sports consumers as an object, a comparative analysis was conducted on global sports brands and their equity perceived by consumers, to find the influence of the global and Chinese sports brand equity on the purchasing behavior of Chinese consumers and ultimately help Chinese sports enterprises to formulate marketing strategies for establishing brand equity.

With consumers who had purchased domestic sports products as respondents, this study adopted the methods of convenience sampling from nonprobability samples and self-evaluation reporting, and handed out 650 questionnaires in total, of which 587 questionnaires (90.3%) were used for statistical analysis excluding those answered dishonestly or unsuitable for research analysis, to obtain the following results.

First, in terms of the perceived quality of brand equity, the average values of NIKE and Li-Ning are higher than those of Xtep and 361°, and adidas and ANTA rank above 361°. As for brand awareness, the average values of Nike, Adidas and Li Ning are larger than those of Xtep and 361°, and Nike is ahead of Anta. Judged by brand images, NIKE, adidas, Li-Ning and ANTA all rank ahead of Xtep and 361°. In terms of brand awareness, Nike, Li-Ning, Xtep and 361° are all surpassed, and ANTA is above 361°. The research findings are of statistical significance. Besides, in the aspect of customer satisfaction, the average values of Nike and Li-Ning are higher than those of Xtep and 361°, and ANTA is above 361°. As for customer loyalty, Nike is ahead of Xtep and 361°, and Li-Ning and ANTA also surpass 361°. These differences were also verified statistically.

Second, it was analyzed how the brand equity of global sports enterprises influence their customer satisfaction, credibility and customer loyalty. Results showed that perceived quality, brand images and brand preference have a positive effect on customer satisfaction with enterprises. On the contrary, brand awareness has no impact on customer satisfaction with enterprises. In the brand equity of Chinese sports enterprises, perceived quality and brand awareness, images and preference are factors that influence their customer satisfaction. Customer satisfaction with global and Chinese sports enterprises affects their credibility and customer loyalty.

Thirdly, the study conducted a validation analysis through equations to assess the influence of brand assets from global sports enterprises on corporate satisfaction, trust, and loyalty. The results indicate that perceived quality has a positive impact on corporate satisfaction. In contrast, brand awareness and image exert no influence on corporate satisfaction. Delving into the brand assets of Chinese sports enterprises, it is evident that brand image and favorability are factors influencing corporate satisfaction, while perceived quality and brand popularity exhibit no correlation with corporate satisfaction. The degree of corporate satisfaction for global sports enterprises and Chinese sports enterprises affects corporate trust and loyalty, where corporate satisfaction plays a role in influencing corporate loyalty. However, it is noteworthy that neither international nor domestic brand reputations have a positive impact on corporate loyalty.

To sum up, according to a comprehensive analysis of factors underlying the brand equity of sports enterprises, brand equity can improve customer satisfaction with brands, while enhancing their credibility and customer loyalty. Insights into the influence of their customer satisfaction, credibility and customer loyalty can be used as basic data for sports enterprises to formulate marketing strategies, which is of great significance to them. In particular, Chinese brands take a foothold in improving customer satisfaction, credibility and customer loyalty by following the "Chinese-style trend" of patriotic consumption, so sports brand equity plays an important role in enhancing their customer satisfaction and loyalty.