Online and offline exposure predict the perceived value of sportswear brands via brand equity

Sportswear brands are leveraging digital platforms such as social media, mobile apps, and e-commerce sites to engage with consumers. However, few studies have separately examined and compared the distinct predictive effects of online and offline brand exposure. Thus, we conducted an empirical study of 229 consumers of sportswear brands to investigate the predictive effects of online and offline brand exposure on the perceived value of sportswear products, with brand equity and value congruence as mediators. Structural equation modeling results showed that both online and offline exposure of sportswear brands predicted consumers’ perceived value of their products, and these relationships were fully mediated by brand equity. Value congruence did not have a significant mediating effect. These findings highlight the critical role of online and offline brand exposure in shaping consumer perceptions, and offer practical insights for marketers to refine their digital brand strategies.