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¶ … perceptions of the youth regarding branded sportswear in a developed and developing country. Specifically, the countries to be investigated will include the United States and Kenya. To make such a comparative investigation, a significant amount of qualitative data will have to be collected and analyzed. According to Shank (p. 140), this is one of the most important components of study, since data tends to be the foundation of research findings. Hence the quality of the data will necessarily also dictate the quality of the findings and the usefulness of the study for interested parties in the future. Specifically, the study can have implications for marketing professionals within sportswear companies, as well as for those who used on a freelance basis by sportswear companies in either country. Further implications could be important for sportwear manufacturers and sellers who attempt to make an entry from either Keny or the United States to the other market. An in-depth understanding of the target market is essential to make a success of such entry. Hence, the study results could provide important information in either case.
Shank (p. 140) notes that the concept of "metaphor" can play a valuabel role in qualitative research. Since qualitative research is the fundamental search for meaning and meaningful connections, metaphor can offer a way to provide an explanation of the found realities revealed by the research. Branded sportswear, for example, may mean something in Kenya and something different in the United States. Each group of youthful persons will attach a specific meaning to the phenomenon being investigated, which is branded sportswear. For the American youth, for example, the status attached to branded sportswear may be more important than the quality, comfort, or price associated with them. For a Kenyan youth, on the other hand, comfort may be the key factor that overrides image or pricing. This could also be investigated among different demographics of wealth. A person who is relatively challenged in terms of disposable income, for example, may invest in branded sportswear for its uplifting image, which would override the other factors. Peer pressure could also be found to play an important role in the metaphoric meaning associated with branded sportswear.
For marketers, on the other hand, the way in which metaphoric images are used to market sportswear will be more important, in terms of how these can be used to associate certain desire factors to the brands themselves. The use of celebrities to promote sports brands could be important in this regard. Again, these can have different metaphorical meanings among the American and…
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brand loyalty among the youth sportswear consumers in the United States and Kenya for the purpose of comparison. It is projected that there will be some culture-driven differences among the two groups, while other differential factors may also drive their preference, such as gender. While there is very little literature that focuses on such a specific comparison, the investigation is informed by literature that provides some information about culture differences
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