n African Journal for Physical Health Education, Recreation and Dance - Attributes influencing brand preference of sports apparel among students of the tertiary institutions s management and marketing - : sports management and marketing

Volume 18 Number sup-1
  • ISSN : 1117-4315


The focus on a more informal lifestyle impacted all sectors of life, including the way people dress and the image they want to be perceived as. It may be because of South Africa's diverse cultures that its peoples have adopted a very open-minded approach to the way they dress. The result is that the trend in most countries such as China and the USA to wear sports apparels for the purposes of leisure activities or fanatical reasons, seem to have caught the attention of South Africa as well. The questions for marketers are: And, equally so: Attributes or features are the qualities that distinguish brands from each other and which therefore also influence the purchasing behaviour of consumers. This study aimed at investigating the relationship of these attributes with brand preference. One other objective was to identify the most preferred brand for sports apparel among students at the tertiary institutions. The quantitative research was conducted at the main campus of the tertiary institutions. Although all hypotheses made in the study were rejected, there were still interesting findings that may provide useful insight to the sport industry.

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