Determinants of Brand Loyalty of Sports Footwear

Brand managers rely on qualitative research to gain insight into the dynamics of their most significant consumer segment. You read about the real-world example of the study of Sports Footwear Brands in South Africa. Now review the findings of this study and list five ways these results could guide a brand like Nike in its goal of athletic wear market domination.

Abstract

The sports footwear industry is an attractive market, especially with the Generation Y market segment. The purpose of this study is to establish the determinants of brand loyalty of sports footwear brands in South Africa. The study followed a descriptive research design and implemented a quantitative research method. Of the nine independent variables, six variables namely brand image, brand association, style, brand name, price and endorsement were found to have a statistically significant influence on Generation Y consumers' brand loyalty toward sports footwear, while three of the nine variables namely perceived quality, comfort and style, were not found to be statistically significant predictors of brand loyalty. It is important for manufacturers and marketers of sports footwear brands to understand which factors contribute to brand loyalty to their sports footwear brands as this will provide them with the insight to know what to feature in their product during the production stages and when they devise marketing strategies to the Generation Y cohort.

Keywords: brand; brand loyalty; footwear; South Africa; sports marketing.

Source: Nkosinamandla Erasmus Shezi and Ephrem Habtemichael Redda, https://marketing.expertjournals.com/23446773-1009/
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