Evaluating the Influence of the Sportswear Brand Personality on Generation Y’s Customer Preference in Malaysia

Hardjono, Budiono and Teng, Cheam Yen and Amirtrianti, Veralita (2019) Evaluating the Influence of the Sportswear Brand Personality on Generation Y’s Customer Preference in Malaysia. International Journal of Advances in Social and Economics, 1 (4). pp. 1-11. ISSN 2685-2691

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Abstract

Y generation is an important target market in fashion products such as sportswear. Due to the big market potential, many of brand owners created various brand personality to attract the interest of this generation. This study attempts to explain whether there is a positive effect of brand personality on Gen Y's preference in choosing a sportswear brand. A purposive sampling was conducted by taking 300 Gen Y people distributed in the area of Central Malaysia. Using quantitative methods and multiple regression and t-test analysis, it was found that brand personality such as sincerity, competence, sophistication and ruggedness have a positive influence on Gen Y's preference in determining sportswear brand choices, while the personalities of excitement components are not proven to have significant influence. Marketer in sportswear industry should, however, carefully evaluate the nature of brand personality regarding any other variables that are not included in this research that should be addressed to the future research.

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