Brand Loyalty in the U.K. Sportswear Market

International Journal of Market Research, Vol. 51, No. 4, 2009

24 Pages Posted: 2 Mar 2012

See all articles by John Dawes

John Dawes

University of South Australia - Ehrenberg-Bass Institute

Date Written: March 2, 2012

Abstract

This study investigates brand loyalty and other brand performance metrics in the UK sportswear market. It utilizes consumer purchase data kindly provided by Taylor Nelson Sofres. The study finds that empirical regularities discovered by Andrew Ehrenberg and colleagues apply to sportswear brands - including iconic brands such as Nike and Adidas. The main findings are that (1) sportswear brands enjoy polygamous loyalty from their buyers; (2) the market exhibits the classic double jeopardy pattern whereby smaller brands have slightly lower loyalty; (3) consumers switch between sports brands approximately in-line with their market share; and (4) a brand’s performance with respect to any demographic-based consumer sub-group is approximately the same as it is in the population generally. That is, sportswear brands tend not to have markedly different appeal to particular demographic segments. Therefore, even iconic brands and self-expressive, emblematic product categories show predictable patterns in brand performance. These well-documented empirical patterns should be used by research providers and brand managers to contextualize brand performance.

Keywords: brand loyalty, brand performance measurement, segmentation, Nike, Adidas

JEL Classification: M31

Suggested Citation

Dawes, John, Brand Loyalty in the U.K. Sportswear Market (March 2, 2012). International Journal of Market Research, Vol. 51, No. 4, 2009. Available at SSRN: https://ssrn.com/abstract=2014466

John Dawes (Contact Author)

University of South Australia - Ehrenberg-Bass Institute ( email )

GPO Box 2471
Adelaide, 5001
Australia

HOME PAGE: http://www.johndawes.info

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