WALKING THE TALK IN THE SPORT FOOTWEAR INDUSTRY: A GENERATION Y  COHORT ANALYSIS OF CONSUMER-BASED BRAND EQUITY DIMENSIONS AND  PURCHASE INTENTION

M. Motale; M. Dhurup

Article Details

WALKING THE TALK IN THE SPORT FOOTWEAR INDUSTRY: A GENERATION Y COHORT ANALYSIS OF CONSUMER-BASED BRAND EQUITY DIMENSIONS AND PURCHASE INTENTION

Authors:

M. Motale | M. Dhurup

Publisher:

Sosyal Bilimler Araştırmaları Derneği

Journal:

International Journal of Business and Management Studies 2016 Vol.8 Issue 2, pp.102-120

Document Type:

Article

Publication Date:

11/2016

Document Language:

Turkish

Document ID (Org No.):

2000808994

Frequency:

Bi-Annual

eISSN:

1309-8047

Abstract:

 

The footwear market has recently witnessed a proliferation of various brands with  consumers being exposed to several international brands. Building strong brands  and brand equity has thus become an important source of competitiveness and  differentiation for manufacturers and retailers. Brand equity is a core marketing  asset that forms distinctive ties between companies and their audiences, which  nurtures long-term buying behaviour. This paper examines the influence of the  dimensions of brand equity on purchase intentions in the sport footwear  industry in South Africa. A cross-sectional survey was conducted among a  Generation Y cohort through a structured questionnaire. Correlations and  regression analysis were conducted to examine the relationship between  brand equity dimensions (brand awareness, brand association, brand loyalty)  and purchase intentions. Reliability was established through internal consistency  (Cronbach alpha), which was deemed satisfactory. The results show that the brand  awareness has a positive influence on brand quality and brand loyalty. Brand  association also showed a positive influence on brand quality and brand  loyalty. Finally, brand quality and brand loyalty positively influenced brand  purchase intention. Brand managers and marketing planners should consider  the importance of these constructs in their overall brand equity evaluation.  Limitations and implications for further research are discussed.

Article Details

WALKING THE TALK IN THE SPORT FOOTWEAR INDUSTRY: A GENERATION Y COHORT ANALYSIS OF CONSUMER-BASED BRAND EQUITY DIMENSIONS AND PURCHASE INTENTION

Authors: M. Motale | M. Dhurup

Publisher: Sosyal Bilimler Araştırmaları Derneği

Journal: International Journal of Business and Management Studies 2016 Vol.8 Issue 2, pp.102-120

Document Type: Article

Publication Date: 11/2016

Document Language: Turkish

Document ID (Org No.): 2000808994

Frequency: Bi-Annual

eISSN: 1309-8047

Issues

Authors:

M. Motale | M. Dhurup

Publisher:

Sosyal Bilimler Araştırmaları Derneği

Journal:

International Journal of Business and Management Studies 2016 Vol.8 Issue 2, pp.102-120

Document Type:

Article

Publication Date:

11/2016

Document Language:

Turkish

Document ID (Org No.):

2000808994

Frequency:

Bi-Annual

eISSN:

1309-8047