Brand loyalty in the UK sportswear market
John DawesEbrenberg-Bass Institute, University of South Australia
INTRODUCTION
There are many aspects to successful brand management. Principal among them is a sound understanding of the brand's competitive situation as reflected in performance metrics. Managers turn to their market research providers for these metrics, in many cases from consumer panels. How should brand performance metrics be interpreted – is a given score good, bad or 'about right' (Ehrenberg 2001)? This study examines brand performance for sportswear brands, and does so using prior knowledge based on analyses of dozens of other markets (e.g. Uncles...