A critical comparative analysis of the methods used by sportswear and equipment companies to create brand image and maintain brand loyalty, with particular reference to the role of celebrity endorsements
Cardiff Metropolitan University
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This undergraduate investigation has used qualitative research methods to analyse the methods employed by sportswear and equipment manufacturers within the United Kingdom to create a brand image and maintain loyalty. Further to this, it has directly compared the methods of a large global organisation, namely Nike, with a small regionally based organisation called Sportec Trading Ltd. This research has also paid specific attention to the role of athlete endorsements in creating this brand image and maintaining brand loyalty with data being collected from a sample of professional sports athletes. Secondary research had shown very little with regards to the specific methods of image and loyalty creation underpinned by practical examples. Much of the existing literature regarding the topic merely stated that companies 'do' create brand image and are very keen on maintaining loyalty towards their brand. This research has furthered this by finding 'how' the sportswear and equipment industry creates brand image and maintains brand loyalty in the everyday market place. The result of this research is a deeper understanding of methods employed in general to create brand image and maintain brand loyalty within the sportswear and equipment industry, the differences between large and small companies and the significance of professional athletes and the relationship between them and the companies that sponsor them. In specific this research highlights the crucial role that differing levels of financial capabilities has on the methods employed to create image and loyalty for a brand and also how this impacts upon the share of the market that can be targeted.
BSc (Hons)Sport, PE and Recreation
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