Brand awareness, brand preference, and brand loyalty of sport apparel amongst select ethnic groups / Karen E. Danylchuk and David C. Sit

• Main Authors: Danylchuk, Karen E., Sit, David C.
• Format: Article
• Language: English
• Published: Faculty of Sports Science and Recreation 2005
• Subjects: Ethnic groups; Sport clothes industry; Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: http://ir.uitm.edu.my/id/eprint/11663/1/AJ_KAREN%20E.%20DANYLCHUK%20JSSR%2005%201.pdf; http://ir.uitm.edu.my/id/eprint/11663/; https://mjssr.com/journal
• Institution: Universiti Teknologi Mara

Sport consumers are overwhelmed by choice and marketers have addressed this problem by differentiating their products or services through branding. However, understanding consumers is difficult for marketers because of the increasing variety of consumers' ethnic origins. This study investigated...