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Brand Loyalty in the United States and Kenya in the Youth Sportswear Market
Key components of brand loyalty include intangible factors such as perceptions of brand name (i.e. The social cache attached to the brand); style; price; and promotional techniques. Brand loyalty components also include tangible concepts such as product quality (both perceived and real); store environment (both virtual and brick-and-mortar); and service quality (Lau et al. 2006:3-5). The research will compare patterns of young person's product loyalty between the United States and Kenya in all seven critical factors in the sportswear market to answer the following preliminary research questions: 2006:10). Overall, because of the income levels of residents of Kenya, however, it is suggested that price may be more of a factor in brand loyalty than in the United States. It will be argued that amongst residents of the U.S., intangibles such as brand name and style in the sportswear market…
Reference
Lau, M, Chang, M., Moon, K. Liu, W. (2006). The brand loyalty of sportswear in Hong Kong.
JTATM, 5 (1): 1-13. Retrieved from:
http://www.tx.ncsu.edu/jtatm/volume5issue1/Articles/Lau/Lau_Full_169_05.pdf
Ying, T. (2013). China's great motor wall is built on SUVs. Businessweek. Retrieved from:
http://www.businessweek.com/articles/2013-07-25/chinas-great-wall-motor-is-built-on-suvs
6%, Nebraska -- 17.6%, Illinois -- 17.5%, Delaware -- 17.4%, Colorado -- 17.2%, Montana -- 17%, South Dakota -- 16.9%, Ohio -- 16.9%, Massachusetts -- 16.9%, District of Columbia -- 16.6%, Alaska -- 16.3%, Missouri -- 16.2%, Michigan -- 16.1%, Wyoming -- 16.1%, Vermont -- 16.1%, New Hampshire -- 16%, Texas -- 15.6%, Arizona -- 15.5%, New York -- 15.2%, Maine -- 14.9%, Connecticut -- 14.8%, California -- 14.7%, New
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