Brand awareness, brand preference, and brand loyalty of sport apparel amongst select ethnic groups / Karen E. Danylchuk and David C. Sit

• Auteurs principaux: Danylchuk, Karen E. (Auteur), Sit, David C. (Auteur)
• Format: Livre
• Publié: Faculty of Sports Science and Recreation, 2005.
• Sujets: Article; PeerReviewed
• Accès en ligne: Link Metadata

Sport consumers are overwhelmed by choice and marketers have addressed this problem by differentiating their products or services through branding. However, understanding consumers is difficult for marketers because of the increasing variety of consumers' ethnic origins. This study investigated...