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The antecedents of brand loyalty that lead to re-purchase intention in the South African sports and fitness apparel industry

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dc.contributor.author Oloruntoba, Morenike
dc.date.accessioned 2021-07-12T14:45:35Z
dc.date.available 2021-07-12T14:45:35Z
dc.date.issued 2020
dc.identifier.uri http://iiespace.iie.ac.za/handle/11622/576
dc.description.abstract The fitness industry is set to grow rapidly and e worth 50.43 million USD by 2023. This suggests that the businesses supporting the industry such as its apparel is set to grow as well. However, due to its massive and rapid growth it suggests an investigation discussing the purchasing decisions of people who take fitness to the highest level like professional or semi-professional athletes or sports and fitness professionals. Since it is their main income and passion it suggests that training apparel is important to them. The purpose of this study is to discover what factors of brand loyalty lead to brand loyalty and re-purchase intention for individuals who take performance seriously. Through a qualitative approach the researcher was able to guide in-depth interviews to gain further understanding of what factors of brand loyalty were most important to the participants. Through the use of on an online portal due to the international pandemic COVID-19, the interviews were conducted. The information provided aligned with past research and the researcher was able to place participants into the levels of David Aaker’s consumer loyalty pyramid which was the main theoretical framework for the study. The researcher analysed the data by thematic analysis methods as behavioural loyalty is a main concept for this study. It can be summarised as the action or behaviour of the participants identify if performance-based individuals were any different from the rest of the public regarding their re-purchase indent.. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Fitness industry en_US
dc.subject Brand loyalty en_US
dc.subject Consumer behaviour en_US
dc.subject Behavioural loyalty en_US
dc.subject Attitudinal loyalty en_US
dc.subject Sports en_US
dc.subject Fitness apparel en_US
dc.subject Generation Z en_US
dc.subject Brand equity en_US
dc.subject Relationship marketing theory en_US
dc.title The antecedents of brand loyalty that lead to re-purchase intention in the South African sports and fitness apparel industry en_US
dc.type Thesis en_US

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