Record Detail Back
The Effect of Attitude and Purchasing of Millennials Consumers Towards Brand Love in Sports Wear Brands
- Share to:
The aim of this study is to show that the millennial consumers are looking for wellknown
brands that have quality in sportswear that meets the millennial needs as a brand
love for these products. Millennial attitudes towards sports clothing brands and
millennial purchases are affected by several important factors such as brand passion,
social media, brand awareness, brand love, brand loyalty, and purchase intention. The
methodology in this study is a data collection throughout an online survey of millennial
representative groups. Data analysis was performed using SEM (Structural Equation
Method) with the AMOS program. The findings in this study found that millennial
consumers who have different ages and levels of education have different attitudes
towards brand love in sports clothing brands. The implication of this study is that
respondents were taken in Indonesia. It is encouraged in the future that the research
should consider larger or different areas to get different responses. Furthermore,
broader, demographic and cultural variables such as occupation, gender, and marital
status can be considered. The practical implication is that the relationship between
millennial consumers' attitudes and purchases can be useful for managers for a better
understanding of millennial consumers regarding products in sports apparel brands
related to marketing strategieS
2006-4238
NONE
electronic file
English
2020
International Journal of Advanced Science and Technology
Vol. 29, No. 05, (2020), pp. 515-523
LOADING LIST...
LOADING LIST...