Abstract:
The purpose of this cross-sectional positivist quantitative research study was to gain an in-depth understanding describing millennial brand loyalty in the South African fashion industry. This research study is supported by Aaker’s Brand Loyalty Pyramid which guided the framework of the survey questions. The loyalty ladder together with behavioural and attitudinal loyalty was identified as this helped to gain a varying perspective of millennials and how brands will be placed accordingly by these millennials. These theories highlight that millennials can either be satisfied or dissatisfied with the brands products. Survey data was collected from 30 millennials in which only 27 responded as this was further analysed through descriptive statistics where graphs and tables were constructed to further gain an understanding of millennial brand loyalty. Furthermore, the findings reflected a low millennial response rate to brand loyalty in Durban, South Africa.
