Exploring Consumer Perceptions of Top Sportswear Brands

AN EXPLORATORY ANALYSIS OF BRANDING WITHIN THE
CONTEXT OF MULTINATIONAL SPORTSWEAR ORGANISATIONS IN
THE UNITED KINGDOM AND THE UNITED STATES
Isaiah Harris - 15092172
MSc Marketing (Communications)
September 2016
Word Count: 13,569
This dissertation is submitted in partial fulfilment of the requirements for
the award of Master of Science in Marketing Communications by The
Manchester Metropolitan University Business School.

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Declaration
I hereby state that this dissertation and the entirety of its contents is my own work and all
additional sources of information contained throughout this research project have been duly
cited. No portion of the work contained within this dissertation has been used or submitted
for any degree or qualification at Manchester Metropolitan University or any other institution.

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Abstract
The following research project provides information and exploratory insight into branding,
consumer perceptions and preferences, as well as future retailing trends within the context
of multinational sportswear organisations in the United Kingdom and the United States. An
online survey was advertised through the social media platforms “Facebook” and “Twitter” to
participants located in the United Kingdom and the United States. The online survey was
taken by a total of 100 participants from various age groups, ethnicities, educational
backgrounds, and income levels. This study was motivated by five research questions that
previous literature sources had not provided answers to or fully expounded upon in depth.
(1) What characteristics and perceptions do consumers have and ascribe to multinational
sportswear brands? (2) What particular traits do consumers value in sportswear brands? (3)
How do consumers rank the top multinational sportswear brands? (4) How important is the
brand to consumers when purchasing a sportswear product? (5) What strategies are
sportswear brands shifting towards in order to market and prepare themselves for
consumers in the future? This study offers three hypotheses: (1) More popular sportswear
brands will be perceived more positively compared to brands that participants are less
familiar with. (2) Participants will be more likely to purchase sportswear products from
brands that they are familiar with. (3) Sportswear organisations will focus more on
developing fashion forecasts for the future in order to better prepare for the retailing
demands of consumers.
This study has four aims: (1) To explore the key elements and aspects involved in branding
multinational sportswear organisations. (2) To identify the characteristics and traits that
consumers value most when purchasing sportswear products in order to compare with the
existing perceptions that consumers have towards sportswear products and brands. (3) To
contextualise the impact that brand loyalty has on the sales and purchasing decisions of
consumers within the sportswear apparel sector. (4) To critically explore the future
consumption as well as industry retailing trends of sportswear products in the United
Kingdom and the United States. Previous studies on branding and brand loyalty focus
almost exclusively on consumer satisfaction and consumer retention. There are gaps in the
literature pertaining to perceptions and consumer preferences during the pre-purchase
stages within the sportswear apparel sector. The findings from this research study highlight
key consumer perceptions and preferences as well as their relationship with purchasing
decisions made regarding sportswear products. The implications for management are as
follows: (1) Due to the uncertainty of information regarding future trends, other possibilities

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should be taken into consideration. (2) The sample size of this study is not fully
representative of the populations of the UK and the U.S. therefore this research should be
used in conjunction with other work to provide a stronger foundation of information. (3) The
chosen channels of distribution for the research survey should be taken into consideration
as they likely appealed to a specific demographic more than others, which consequently
could have an effect on the research findings.

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Acknowledgements
The data collected for the primary research portion of this dissertation project would not
have been available without the gracious participation of the individuals who took the time
and energy to participate in the online research survey.
I wish to give many thanks to my dissertation supervisor Griff Round for assisting me and
providing great support throughout the duration of this project.
I would like to thank my friends in the United States as well as the United Kingdom for
inspiring me each and every day.
Finally, I would like to thank my mother for encouraging me to push myself in order to
achieve my goals and for supporting me in all of my endeavours.

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Table of Contents
SECTION 1 – INTRODUCTION……………………………………………………...11-14
SECTION 2 – LITERATURE REVIEW………………………………………………14-27
1. Branding...…………………………………………………………………..15-18
1.1 Developing the Identity of a Sportswear Brand..............................15-16
1.2 The Value of the Brand..................................................................16-17
1.3 Consumer Perceptions...................................................................17-18
2. Brand Loyalty.......................................................................................18-22
2.1 The Power of Customer Retention.................................................18-19
2.2 Brand Communities........................................................................20-21
2.3 Factors that Influence Brand Loyalty..............................................21-22
3. Future Trends.......................................................................................23-26
3.1 The Direction of the Sportswear Industry............................................23
3.2 Sportswear in the United Kingdom and United
States...................................................................................................23-24
3.3 Sportswear Growth Around the
Globe....................................................................................................24-26
4. Literature Review Conclusion................................................................26-27
SECTION 3 – METHODOLOGY…………………………………………………......27-32
1. Research Design........................................................................................27
2. Primary Research..................................................................................28-30
2.1 Online Survey.................................................................................28-29
2.2 Sampling........................................................................................29-30
2.3 Data Analysis.......................................................................................30
3. Secondary Research..................................................................................30

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4. Challenges and Limitations....................................................................30-31
5. Methodology Conclusion.......................................................................31-32
SECTION 4 – ANALYSIS OF FINDINGS…………………………………………...32-51
1. Demographic Characteristics of UK and US Sportswear Consumers...32-39
1.1 Gender and Age Breakdown.........................................................32-33
1.2 Ethnic Background and Geographic Location...............................34-37
1.3 Education and Income Level.........................................................37-39
2. Social and Behavioural Characteristics of UK and US Sportswear
Consumers................................................................................................39-51
2.1 Level of Physical Activity.............................................................39-41
2.2 Brand Familiarity and Awareness................................................41-44
2.3 Purchasing Preferences and Brand Perceptions.........................44-51
3. Analysis of Findings Conclusion............................................................51-52
SECTION 5 – CONCLUSION…………………………………………………...……52-55
1. Summary..............................................................................................52-54
2. Limitations.................................................................................................54
3. Ethical Considerations...............................................................................55
4. Further Research Areas............................................................................55
REFERENCES…………….. ………………………………………………………….56-62
APPENDICES………………………………………………………………………..…63-69
Appendix A: Sample of How the Online Survey Appeared to Participants………..…63
Appendix B: Survey Results Summary………………………………………….………64
Appendix C: The Demographics of Social Media Users with an Emphasis on
Age Range………………………………………………………………………….......65-66
Appendix D: Ethnic Origins of UK and US Populations………………………………..67

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Appendix E: Time and Money Spent Online Annually, By Age
Group…………………….......................................................................................….68
Appendix F: Comparison of Participant’s Perceptions of Brand Revenue Rankings
V.S. Actual Brand Revenue Rankings………………………………………......………69

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List of Figures
Figure 1: Map of global sportswear growth predictions by region (Euromonitor, 2013)
Figure 2: United Kingdom and United States Internet Users as Percentage of Population
(Google.co.uk, 2016)
Figure 3: Gender Breakdown of Online Survey Participants (eSurveycreator.com, 2016)
Figure 4: Age Breakdown of Online Survey Participants (eSurveycreator.com, 2016)
Figure 5: Ethnic Backgrounds of Survey Participants (eSurveycreator.com, 2016)
Figure 6: Geographic Location of Survey Participants (eSurveycreator.com, 2016)
Figure 7: Regional Locations of United States Participants (eSurveycreator.com, 2016)
Figure 8: Regional Locations of United Kingdom Participants (eSurveycreator.com, 2016)
Figure 9: Education Levels of Participants (eSurveycreator.com, 2016)
Figure 10: Annual Household Incomes of Participants (eSurveycreator.com, 2016)
Figure 11: Participants View of Physical Fitness (eSurveycreator.com, 2016)
Figure 12: Exercise Preferences of Participants (eSurveycreator.com, 2016)
Figure 13: Participant’s Perception of Brands Ranked According to Annual Revenue
(eSurveycreator.com, 2016)
Figure 14: United Kingdom Participant’s Familiarity of North American Sportswear Brands
Figure 15: United States Participant’s Familiarity of European Sportswear Brands
Figure 16: Factors that Affect Participant’s Purchasing Decisions (eSurveycreator.com,
2016)
Figure 17: Characteristics of Participant’s Favourite Sportswear Brands
Figure 18: Participant’s Typical Point of Purchase for Sportswear Products

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Figure 19: Participant’s Perceptions of Most Apparent Brand Characteristics
Figure 20: Participant’s Shoes/Trainers Purchasing Preferences (eSurveycreator.com, 2016)
Figure 21: Participant’s Sportswear Apparel Purchasing Preferences (eSurveycreator.com,
2016)
Figure 22: Participant’s Favourite Sportswear Brands (eSurveycreator.com, 2016)

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Section 1 (Introduction)
This research topic, “An Exploratory Analysis of Branding Within the Context of Multinational
Sportswear Organisations in the United Kingdom and The United States” will analyse
several facets of branding and brand loyalty as well as take an exploratory look into future
retailing and consumption trends within the global sportswear apparel sector focusing on the
populations of the United Kingdom and the United States. In order to create a better
understanding, provide further clarity, and give context to this research project it is first
necessary to define the specific set of terms that will be used frequently throughout this
piece of work. Brand, brand loyalty, and sportswear are three terms that are frequently used
throughout this research project. Branding is defined as “the unique property of a specific
owner [that] has been developed over time so as to embrace a set of values and attributes
(both tangible and intangible) which meaningfully and appropriately differentiate products
which are otherwise very similar” (Murphy, 1990, p.2). Brand loyalty plays a critical role in
the process of achieving success for a brand on a financial and perceptual level. High levels
of brand loyalty provides a strong customer base which organisations depend on for repeat
business transactions, gaining insight about how their products are used, and for
determining the overall market value of their brand. This is true not only in the sportswear
apparel industry but also true for many other business sectors around the globe. Brand
loyalty has been defined as “a deeply held commitment to rebuy or re-patronize a preferred
product/service consistently in the future” (Oliver, 1999, p.34). Sportswear which is also
sometimes referred to as activewear is a specific range of clothing and footwear products
that fit into their own category within the apparel industry. The Oxford Dictionaries online
source defines sportswear as being “clothes worn for sport or for casual outdoor use”
(Sportswear, 2016). When the term sportswear or activewear is used within this report that is
the definition to keep in mind.
Some key brands that dominate the global sportswear apparel sector today include Nike,
Adidas, Under Armour, and Puma. These four brands as well as many others contribute to
the increase in popularity that sportswear apparel has received in recent years due to their
new product developments, marketing efforts, and increase in understanding of today’s
consumers needs. In 2014 sportswear apparel brands spent a third more than the previous
year on media and advertising in order to drive sales and increase the popularity of
sportswear apparel products around the world (Mintel, 2015). Common products that fit into
the sportswear apparel category include but are not limited to: athletic trainers, trousers,
shorts, hoodies, t-shirts, sports bras, and accessories. Sportswear apparel is becoming

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increasingly popular amongst consumers across the globe due to individuals adapting
healthier lifestyles and an increase in the desire for more comfortable clothing. This has led
to the creation of many new sportswear apparel brands and products becoming available on
the market. An increase in demand for activewear, the blend of fashion that can be worn for
both the gym and for the streets, has increased sales for the creators and retailers of the
clothing (Kell, 2014). Not only can sportswear products be worn for functionality purposes
but they can also be worn as fashion, which gives brands access to a wider range of
customers that have varying lifestyles. Athletic wear is no longer seen as being exclusively
for people who frequent the gym as more and more consumers are seeing the value in
wearing comfortable athletic clothing in their daily lives.
At the end of 2014 Nike’s sales in North America increased by 14% compared to what they
were just a year previously, and smaller activewear competitor Under Armour’s sales in the
North American region increased by 29% (Kell, 2014). In the increasingly competitive and
accessible sportswear apparel marketplace of today brands are vying more than ever before
for the business and attention of consumers. “There is a high degree of rivalry in the apparel
industry, owing to the presence of a large number of manufacturers and retailers, as well as
their similarity to one another” (Cbi.eu, 2015). Along with competition amongst each other
sportswear apparel brands also face an increase in competition from clothing retailers that
are looking to expand their product ranges into the athletic wear sector (Mintel, 2015).
Competition from other organisations is only one of the many challenges that sportswear
apparel brands face today. Consumer spending habits and general buying behaviour also
affects the sportswear industry in many significant ways. Looking specifically at the United
Kingdom, just last year the amount of money that people spent on sportswear apparel
dropped by 11% compared to the previous year (Mintel, 2015). With many apparel options to
choose from in the marketplace organisations must prioritise their branding efforts,
consumer loyalty and retention strategies, and product innovation in order to bring profits
and success to their respective brands.
Aims and Objectives
The overall aim of this research project is to critically explore, analyse, and discuss aspects
of branding and the relationship between sportswear apparel organisations and their
customers. This project also aims to identify and evaluate future retailing and consumption

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trends within the context of multinational sportswear brands in the United Kingdom and the
United States. The main objectives for this research project are as follows:
• To explore the key aspects and elements involved in the branding of multinational
sportswear apparel organisations.
• To identify the characteristics and traits that consumers value most when purchasing
sportswear apparel products, and compare these traits with the existing perceptions that
consumers have towards sportswear apparel products and brands.
• To contextualise the impact that brand loyalty has on sales and the purchasing decisions
of consumers within the sportswear apparel sector.
• To explore the future consumption as well as industry retailing trends of sportswear
apparel products in the United Kingdom and the United States.
While conducting the secondary research for this project several questions became
apparent during the process and remain unanswered. Primary research was also used in
this project and consists of an online survey that was distributed to participants in the United
Kingdom as well as the United States through an online link. The purpose of conducting
primary research in the form of an online survey and combining it with secondary academic
research as part of the methodology for this project was done in order to provide answers to
the following research questions:
• What characteristics as well as perceptions do consumers have and ascribe to
multinational sportswear apparel brands? (i.e. Nike, Adidas, Puma, and Under Armour)
• What particular traits do consumers value and look for in a sportswear apparel brand
when making a purchase in the sector and why?
• In what order do consumers rank the top ten global sportswear apparel brands in terms of
revenue, product innovation, and popularity?
• How important is the brand of a product for consumers when deciding to purchase a
sportswear apparel item and why do consumers choose to remain more loyal to some
particular sportswear apparel brands as opposed to other sportswear apparel brands?

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• What strategies are sportswear apparel brands currently utilising or shifting towards in
order to market and position themselves to future consumers while also attempting to
meet the demands and expectations of these consumers?
This dissertation research project is structured as follows: Firstly, an in-depth examination
and analysis of relevant academic research and key theories around the various topic areas
will be included in the ‘Literature Review’ section. Secondly, details regarding research
design, data collection, and data analysis will all be covered in the ‘Methodology’ portion of
the project. Lastly, any issues or concerns regarding research, the participants involved, and
how these potential issues and concerns were addressed will be contained within the
‘Ethics’ section of this research project. Various elements of sportswear branding need to be
researched and explored in greater detail in order to provide more accurate information on
the perceptions and preferences of consumers located in the United Kingdom and the
United States. The global sportswear apparel market is expected to generate $184.6 billion
in revenue by the year 2020 (Allied Analytics LLP, 2015). The sheer amount of money that
the global sportswear apparel sector is projected to bring in over the next four years
validates the need for this research to be conducted.
Section 2 (Literature Review)
The literature that has been reviewed as part of this dissertation research project has been
broken down into three main relevant topic areas with subsections in each area that detail
specific aspects within those larger themes. The first topic area to be explored is branding,
literature related to how sportswear apparel organisations and products are branded as well
as the consumer perceptions towards sportswear apparel brands that may be familiar or
unfamiliar to them is covered in this section of the literature review. Secondly, scholarly
literature regarding brand loyalty is analysed and compared with other scholarly works with
the emphasis being on repeat purchasing, consumer satisfaction, and various other factors
that influence brand loyalty amongst consumers will be explored and critically analysed in
detail. Lastly, literature relevant to potential future retailing trends on behalf of sportswear
apparel organisations and future consumption trends amongst consumers within the
sportswear sector on a global scale as well as within the populations of the United Kingdom
and the United States will be critically analysed, explored in further detail, and cross
referenced with other relevant academic pieces of literature.

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1. Branding
1.1 Developing the Identity of a Sportswear Brand
Studies conducted relating to organisational branding suggest that sportswear apparel
brands as well as many other brands that deal in consumer goods are very aware of the fact
that the identity of their particular brands and products often project certain personalities and
traits to the public. In Sung and Kim’s (2010) study on the effects of brand personality on
brand trust, it is indicated that the concept of non-human objects and identities such as
brands possessing human traits and characteristics has received a large amount of attention
in the areas of marketing and consumer research. The findings of this study suggest that the
marketing professionals working at sportswear apparel organisations such as Nike, Adidas,
and Under Armour understand that consumers can sometimes find it very difficult to
distinguish products from different brands based solely on their physical appearance. This
idea has also been reinforced in a journal article published by Strategic Direction (2014)
which focuses on how brands utilise personification techniques to help consumers identify
their products and brands in a congested marketplace. This idea of personifying brands has
allowed marketing professionals to position sportswear apparel organisations in a way in
which the brand can be bigger and represent more than just the products that it sells. It
brings life to the brand, makes it more of a personal experience for consumers, and gives
the brand the ability to permeate into the lives of individuals as well as connect with them on
a much deeper and valuable level. As a result of this more meaningful connection strong
and long lasting relationships are more likely to form between brands and the people that
stand behind them.
Previous research conducted by Fournier (1998) indicated that consumers consider the
process of building relationships with brands to be a natural thing. Other studies in the field
of branding provide evidence that marketing professionals are not solely responsible for the
development of organisational identities and the personification of brands. A study
conducted by Tong and Su (2014) explains that the reasons why consumers ascribe human
characteristics to brands and products is to decrease the level of uncertainty and ambiguous
consumption that is often experienced within the complex purchasing environment.
Therefore, consumers can also directly and indirectly impact an organisation’s brand identity
in many ways. This study however is limited due to the fact that it does not take into
consideration how advertising and sponsorship create and affect brand personality. In order
for organisations to have more control over their brand identity Sung and Kim (2010) state

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that building and maintaining a strong brand identity is a very critical and integral piece of an
organisation’s overall marketing strategy.
With the sportswear apparel industry being dominated by a handful of large multinational
organisations, powerful and memorable branding is one of the ways that smaller sportswear
apparel brands can gain an edge over the competition and find their place in the market. A
good example of this is Under Armour taking the number two spot in apparel and footwear
sales from global sportswear giant Adidas in the United States last year. Under Armour can
attribute much of their success of its increase in footwear sales to the sponsorship deal that
the organisation closed with Stephan Curry, one of the most popular American professional
basketball players (Germano, 2015). The research that has been conducted in these studies
on organisational branding still raises the question as to whether or not consumers are
actually perceiving these carefully crafted brand characteristics, messages, and identities in
the ways that the organisations who have created them are intending them to. What
perceptions do consumers really have about top multinational sportswear brands and their
products? The research that will be conducted within this project aims to provide answers to
how consumers actually view some of the top multinational sportswear brands and the
products that they produce.
1.2 The Value of the Brand
Brands have the potential to command massive amounts of followers which often translates
into product sales and financial capital coming into the organisation. As a result of this,
brands establish value within the marketplace. On the opposite end of that brands can also
lose value and their positioning within the marketplace if they are not selling products or
maintaining a specific brand image. In their book “Essentials of Marketing” Brassington and
Pettitt (2007) state that an organisation’s overall value stretches beyond its physical assets,
they suggest that the overall brand image and reputation of an organisation is worth much
more because it brings loyal customers as well as dedicated employees to the organisation.
This is an important claim made by Brassington and Pettitt that needs to be studied in
greater depth in order to further our understanding of what brand value means to consumers
in the competitive world of global sportswear apparel. Brassington and Pettitt’s work outlines
brand value in a very limited and basic scope which serves as a limitation and a weakness.
This research project aims to collect data from sportswear apparel consumers that will
provide further insight and exploration into brand value and the types of factors that
contribute to a sportswear apparel brand’s overall value and positioning in the global market.

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In a report on brand equity published by Keller Center Research, Pullig (2008) argues that
an organisation can identify the type of brand image and associations that it wants by
conducting thorough market research about their target audience and by conducting an
evaluation of itself. In order to determine the value proposition that a brand is currently
offering its customers the brand must observe how its products and image fulfil the tangible
as well as intangible needs of their customers. By conducting market research and
performing a self-evaluation, organisations can make adjustments and alterations as they
see fit in order to better align themselves with their set goals and objectives as well as
control their positioning in the market. The main focus of Pullig’s report is on brand recall
and overall brand awareness by consumers. He states that there are basic branding
elements which consists of brand logos, slogans, symbols, product names, markets served,
and marketing messages. He cites these elements as all being part of a complex structure
within organisational branding. However, Pullig’s research report lacks specific examples of
factors and traits that consumers prefer or dislike in brands. The online research survey that
was constructed for this project aims to identify and further explore some of the factors and
characteristics that make brands valuable as well as not valuable in the eyes of consumers.
In a study that was conducted on the management of brand equity by Tuominen (1999) the
author states that a brand is deemed to be successful from the perspective of the consumer
if it can be identified as fitting into the category of being recognised as an organisation that
offers relevant value and as an organisation that offers products that closely match or meet
their specific needs or wants. Value is added to a brand by consumers if it continues to
provide reliable service and a certain level of familiarity as well as consistency through its
products over a specific length of time. Much like Pullig’s research report on brand equity
this study does not go into great depth behind the reasoning and exact factors that
consumers give when assessing or giving a brand value. This research project will aim to
answer the questions behind brand values and how value is lost or gained within the context
of multinational sportswear apparel organisations.
1.3 Consumer Perceptions
The way that consumers perceive a particular sportswear apparel brand plays a critical role
in how that brand will rank not only on a financial level but on a social level as well. Plummer
(1985) suggests that brands can directly as well as indirectly shape and influence the
perceptions and ideas that consumers have about their brand and their range of products.
This idea of brands being able to control how their brand is perceived by consumers is

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supported by Mark and Pearson (2001) in their book “The Hero and the Outlaw: Building
Extraordinary Brands Through the Power of Archetypes” where they argue that marketers
must identify the archetype that their particular brand belongs to or would like to belong to
and then build up a brand strategy around that foundation in order to achieve success. By
developing a strategy in this way brands are better suited to take on the challenge of
manipulating and influencing the perceptions that consumers carry about their particular
brand or range of products. These sources are limited in their findings because they do not
indicate the specific values and characteristics that consumers prefer. The consumer
perceptions of multinational sportswear apparel brands and how they compare amongst
each other in terms of revenue, innovation, and social popularity is an area of research that
has yet to be explored in depth, what characteristics are valued and hold a strong influence
over how a particular brand is ultimately perceived by consumers?
A leading theory that deals with social perception and branding is the Stereotype Content
Model which describes how people map out social perceptions of preconceived notions.
Susan Fiske and her colleagues Amy Cuddy, Peter Glick and Jun Xu (2002) are the first
social psychologists to propose this model. The Stereotype Content Model has been
connected to brand perception due to previous research on the subject conducted by
Fournier (1998) which argues that the human-like qualities of brands have allowed people to
develop connections to them in ways that mirror connections with other people. This
research by Fournier is limited to consumer and brand relationships which are already taking
place, therefore leaving the perception and pre-relationship phase that consumers have with
brands an under researched topic area within the sportswear apparel sector. This research
project aims to identify the perceptions that consumers in the United Kingdom as well as the
United States have towards particular sportswear apparel brands and the reasons why they
have constructed these perceptions. The proposed hypothesis is that the majority of the
participants involved in this research project will likely perceive the sportswear apparel
brands that are more popular or relevant to them in a positive way and brands that they are
less familiar with will not evoke the same amount of positive perceptions.
2. Brand Loyalty
2.1 The Power of Customer Retention
The sheer plethora of options that consumers have in the sportswear apparel market today
makes customer retention a critical area for sportswear apparel brands to prioritise and
continue to invest in. Tong and Hawley (2009) state that the global sportswear apparel

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industry is a vast and increasingly growing market in which sportswear apparel brands
realise that strong branding and a loyal customer base are critical factors for them to take
into consideration when attempting to capitalise on this rapidly growing market space. Cooil,
Keiningham, Aksoy, and Hsu (2007) argue that consumer satisfaction has been widely
considered to be a key indicator of long-term success for organisations and because of that
most of the research conducted around consumer behaviour has its focus on the post
consumption stage of purchasing a product or a service. In a journal article written by
Rundle-Theile and Bennet (2001) they agree with the notion that brand loyalty is a strong
indicator of success and they also state that loyal customers are more removed from the
decision making process which adds bias to their purchasing decisions. This increases the
likelihood that their preferred brands are going to be selected when the time to complete the
transaction finally arrives. However, focusing on consumer satisfaction and prioritising it after
the consumer has already chosen a particular brand or product which is what the majority of
the research conducted in these particular journal articles does, limits the amount of
information available about consumers during the pre-purchase stage of the consumer and
brand interaction.
In a journal article on customer satisfaction and retention written by Gustaffsson, Johnson,
and Roos (2006) the authors state that in their research the overall price and quality of a
product had a negative effect on customer retention when customer satisfaction was not
entered into the equation. However, after factoring in customer satisfaction their research
indicated that the overall price and quality of a product had no effect whatsoever do to the
fact that customer satisfaction had been reached. This research conducted by Gustaffsson,
Johnson, and Roos is important to take into account when studying customer retention and
the factors that lead to it. However, there are more variables to take into consideration
besides the price and quality of a product. Variables such as comfort, functionality, style, and
brand name are not fully elaborated on or identified as factors of customer retention which is
a definite limitation of this particular research study. The findings of this research study will
aim to highlight and provide key information regarding the initial perceptions as well as the
pre-purchase stage that consumers go through when in the market for sportswear apparel
products as well as the thoughts and various elements of consumer satisfaction. The
information gathered from this research project will be very useful to sportswear apparel
brands, marketing professionals, and to individuals within the academic community that are
looking to gain more information about sportswear apparel consumers and customer
retention. This data can be utilised in a way that would allow for organisations to be better

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equipped when it comes to tailoring their marketing strategies to customers in more efficient
and relevant ways.
2.2 Brand Communities
When a consumer decides to support a particular brand they are also knowingly or
unknowingly joining a social community of other consumers that support the same brand
and often share similar beliefs, lifestyles, and aspirations as them. In their article titled
“Brand Community” which has been published in the Journal of Consumer Research,
authors Muniz and O’Guinn (2001) define brand community as being a specialized group
without geographic boundaries that is structured around a set of social relations which is
then shared amongst the admirers of that particular brand. Brand communities tie people
together and give organisations the ability to drive conversations and interactions within their
brand communities which can be advantageous when it comes to maintaining brand loyalty
and bringing in new customers to the organisation. In a journal article related to brand
relationships and brand tribalism Veloutsou and Moutinho (2009) similarly state that anyone
who admires a specific brand and shares that feeling of admiration with other people is
considered to be a member of a brand community. Belonging to a specific brand community
can satisfy social as well as psychological needs and give consumers a bigger stake in the
respective brands that they identify as being part of. According to Muniz and O’Guinn (2001)
members of a brand community have some knowledge and level of awareness that they
belong to brand communities and even feel some degree of obligation to the communities
that they identify themselves as being members of. This conscious awareness relates to a
theory proposed by McGee-Cooper (2005) which states that the feeling of wanting to join
others is a universal and natural feeling because as humans we want to feel like we belong
to something that is bigger than ourselves.
This idea of wanting to belong and wanting to be part of and contribute to something that is
bigger than ourselves is an advantageous concept to sportswear apparel brands and is often
something that they take advantage of. Some sportswear apparel brands realise that brand
communities can allow them to build their following, increase customer retention, and create
genuine brand loyalty. Sportswear apparel brands often associate themselves and their
products with people or with other organisations that typically command or have the ability to
command a strong fan base. Sports teams, professional athletes, and celebrities are just a
few of the example organisations and individuals that sportswear apparel brands often forge

21
partnerships and align themselves with. These connections offer many perks to sportswear
apparel organisations such as granting them the ability to gain followers outside of their
typical network, enter new untapped markets, and increase company sales. In their
respective journal articles Hogg et al. (1998) as well as Piacentini and Mailer (2004) argue
and agree that sportswear apparel products are generally purchased by consumers for their
symbolic and emblematic qualities. This theory is a limitation within these two journal articles
which adds further validation to the justifications behind conducting this dissertation research
project.
This would mean that many products produced by sportswear apparel brands are often
purchased without taking other factors such as functionality, style, and overall product
quality into consideration. If this general theory was proven to be absolute, then this type of
consumer attitude towards sportswear apparel products and brands would undoubtedly
place brand names and brand reputation above all other factors as being the most important
variables for success in the global sportswear apparel sector. However, there are many
other factors that consumers take into account when purchasing sportswear apparel
products, so it becomes very difficult to generalise sportswear apparel consumers with such
certainty due to the fact that the population within the market is so diverse. Some consumers
rarely even consider brand names when making a purchase, that possibility alone leaves the
door open for there to be a strong likelihood of varying preferences amongst sportswear
apparel consumers. Consumers also tend to favour brands that they are familiar with which
would mean that they will be more likely and willing to purchase sportswear apparel products
from the brands that they have experience with and are most knowledgeable about, this is a
proposed hypothesis of this research study. The data obtained from the online survey in this
research project will aim to show factors outside of branding as being more relevant to some
consumers as well as highlight the roles that branding and brand names play on consumer
product preferences in comparison to other factors that influence sportswear apparel
purchases. This research project hopes to discover and critically analyse the reasons why
consumers choose to remain loyal to certain sportswear apparel brands as opposed to
others, this is an under-explored area in the topic of brand loyalty that needs to be explored
and analysed in further detail.
2.3 Factors That Influence Brand Loyalty
There are many factors that affect the complex relationships that are formed between
customers and brands. According to a journal article written by O’Cass and Frost (2002)

22
brands are instrumental in the development of a person’s individual identity and also satisfy
certain psychological needs. This theory of individuals meeting their psychological needs
through brands and the development of brand relationships relates to the theories proposed
by Fournier as well as Tong and Su. Brands that can successfully satisfy and meet the
needs of their customers are likely going to have the loyalty and retention of those
customers. Kumar and Advani (2005) make the claim that brands who develop marketing
strategies in which customers can see how their needs will be met as well as how their
individual personalities will be expressed through using the brand’s product or service are
very successful in terms of generating strong customer loyalty.
In an article written on factors that affect brand loyalty Kuusik (2007) does not investigate the
psychological factors involved in brand loyalty between organisations and consumers but
instead essentially states the opposite of what Kumar and Advani have proposed. Kuusik
suggests that product reliability and the overall trustworthiness of a particular brand are the
two most important factors in keeping consumers loyal to the brand. Albeit, trustworthiness
and product reliability are extremely critical factors to take into consideration when
determining the elements that affect brand loyalty within the consumer and organisational
relationship, it is a limitation within this particular piece of research to label those two factors
as being the most important. This conclusion was reached based off of the methodology
used for data collection in this piece of research. Telephone interviews were used which
allows room for participant bias to permeate into the results of the research more so than if
the interviews were administered in person. Telephone interviewing is a widely used and
accepted research approach for survey distribution and data collection (Aday, 1996).
Telephone interviews are the most popular means of data collection in research throughout
industrialised nations (Bernard, 2002). However, they present limitations and differ from in
person interviews due to the fact that they remove the possibility of visual and nonverbal
cues (Groves, 1990). According to a study conducted on brand strategy and brand loyalty,
customer loyalty is shaped by the casual acceptance of particular brands as opposed to
strongly held attitudes and feelings towards those brands (Hu, et al., n.d). This would
essentially indicate that the marketing campaigns and branding efforts of sportswear apparel
organisations do little to evoke strong emotions and attitudes amongst consumers.
Consumers who casually accept brands are more likely to be susceptible to other brands
selling them with their products, which means that levels of brand loyalty would be low or
closely balanced amongst the sportswear apparel organisations of the world. This research
project aims to identify the reasons why consumers are loyal to particular sportswear

23
apparel brands as well as provide further insight and data on how sportswear brands rank
against each other in terms of customer loyalty.
3. Future Trends
3.1 The Direction of the Sportswear Industry
Sportswear has had a major impact on the fashion and apparel industry in recent years.
Apparel brands that sell very high end luxury products all the way down to brands that offer
budget and discounted merchandise have entered the sportswear apparel arena in their own
ways. The impact that fast fashion has had on the apparel industry in recent years is also
very significant and has been influencing not only how sportswear apparel brands create
and distribute their products but how other apparel brands do as well. According to an article
written by Petro (2015) he states that in the future many apparel retailers will follow in the
footsteps of brands like Zara, the Spanish clothing retailer stepped away from traditional
fashion supply chain rules and made their whole production process fit into a 10 to 15-day
time span, which in turn can be credited as bringing the brand an incredible increase in
financial success and product flexibility.
A report published by Retail Week (2014) similarly argues that future investment by retailers
will mainly centre around improving efficiency within the supply chain process beginning with
the sourcing of products and materials all the way down to the delivery of the product to the
customer. These two predictions are important to take into consideration when exploring
future apparel retailing trends but are limited in their scope. These two sources do not
discuss in great detail the future consumer specific strategies that retail brands are likely to
implement or prioritise within their respective marketing strategies. Instead they focus on the
manufacturing aspect of future retailing trends. This research report aims to identify how
sportswear apparel brands will potentially market and position themselves in the future
based off of consumer preferences with the priority focus being on customer growth, brand
loyalty, and retention.
3.2 Sportswear in the United Kingdom and United States
According to a report created by Euromonitor International (2016) last year in the United
Kingdom the sportswear apparel sector experienced a major trend that featured sportswear
products as casual everyday wear items that could be worn for fashion and not just for
function. These casual sportswear apparel products fall into a newly formed category known

24
as ‘athleisure’. This report also indicated that the athleisure trend was driven by celebrities
and by marketing campaigns that aimed to further grow athleisure products within the
mainstream apparel market. When looking at why sportswear apparel appears to be growing
in the United Kingdom, Davidson (2015) argues that workout trends and a general increased
interest in living a healthier lifestyle has started to catch on in the country much like it has in
the United States. Davidson also states that the increase in sportswear’s popularity in the
United Kingdom is expected to surpass £6 billion by the end of 2015. Unlike the Morgan
Stanley Research report this article provides a more in depth prediction about some of the
factors that are believed to be responsible for the rise in popularity of sportswear apparel in
the country.
The United States much like the United Kingdom also experienced a significant amount of
growth in the sportswear apparel sector in 2015 according to a Euromonitor International
(2016) report. Similarly, to the Davidson report this research report stated that many more
Americans are also adopting healthier lifestyles. Along with that the report also suggested
that sportswear apparel brands such as Nike are producing more innovative products that
appeal to consumers in different ways. The Euromonitor International report cited these are
being the driving factors for the continued growth of sportswear and athleisure product sales
in the United States. A report created by Global Industry Analysts, INC (2015) projects
Europe to be the world’s greatest sportswear apparel market from now up into the year
2030. The research report also cited that sportswear apparel will gain more popularity due to
a rising growth in gyms and health clubs in the two countries. This research report offers
evidence from various sources to support the predictions that it makes, it does not however
go into detail regarding specific organisational strategies and their plans for growth within the
United Kingdom and the United States.
3.3 Sportswear Growth Around the Globe
According to a report conducted by Morgan Stanley Research (2015) the sportswear
industry as a whole is expected to reach $83 billion in global sales by the year 2020 which
would be over a 30% increase in growth. A report conducted by Catalyst Corporate Finance
(2014) predicts that global sales will increase 7.5% by 2017. These research reports
demonstrate the financial significance that the sportswear apparel industry as a whole is
projected to command in the near future. Figure 1 below illustrates the projected sportswear
apparel growth forecast over the next year by region. However, these reports are limited due
to the fact that they do not go in depth or critically analyse the specific factors that are

25
expected to lead to this projected increase in growth. The sportswear apparel industry is
experiencing growth in many regions throughout the world outside of North America and
Europe. The research report conducted by Global Industry Analysts, INC cites the rise in the
Westernization of lifestyles in countries around the globe as being a reason for sportswear
apparel growth outside of the Western world.
According to a Euromonitor International (2016) report national and local health initiatives
created by the Chinese government has led to an increase in Chinese consumers
purchasing sportswear apparel products with predictions of further market growth in the
coming future. Along with an increase in health awareness, the level of disposable income in
developing countries is also starting to increase. Author Kristof De Graeve (2016) states in
the weekly investment publication Equity Research Watcher that there is a correlation
between rising disposable income and an increase in sports participation amongst the
populations of emerging countries. The Morgan Stanley Research report as well as the
Euromonitor International report both provide information and insight into sportswear’s
projected global and Chinese specific sales growth. However, these sources do not provide
much information on projected sportswear apparel growth specifically in the United States or
the United Kingdom. This research report aims to further explore and focus on these two
international markets as well as the potential trends that could influence their projected
future sportswear apparel sales growth or decline. The proposed hypothesis is that
sportswear apparel organisations will begin to universally recognise that consumers want
more quality products that are also functional, at cheaper prices, and at faster rates. This will
cause sportswear apparel organisations to focus more on developing effective fashion trend
forecasts for the future in order to better prepare for new demands from consumers.

26
Figure 1: Map of Global Sportswear Growth Predictions by Region
Source: (Euromonitor, 2013)
4. Literature Review Conclusion
The literature reviewed for this research project covered many topic areas and facets of
branding that will be further explored as this report progresses. Scholarly literature relevant
to three main topic areas has been reviewed, analysed, and compared to other pieces of
work. Branding, brand loyalty, and future trends were the main areas of focus that were
explored in greater depth. An important piece of information gathered from literature related
to the topic of branding was the practise of organisations ascribing human characteristics to
their brands in order to make them more appealing to the consumer psyche. Gaps within the
literature on branding included a lack of the current perceptions that consumers held
regarding multinational sportswear apparel brands as well as a lack of the factors that
contribute to an organisation gaining or losing brand value.
The literature on brand loyalty highlighted the important relationship between customer
satisfaction and customer retention as well as provided insight into the dynamics of brand
communities. The literature on brand loyalty featured weaknesses due to the fact that it did
not highlight the specific factors that influence consumers to remain loyal to particular
brands. The literature reviewed regarding future trends within retailing and consumption

27
uncovered multiple theories based on research about the possible direction of the
sportswear apparel industry in the United Kingdom, United States, and rest of the world.
These theories focused on potential shifts in the manufacturing process of sportswear
apparel and future trend forecasting in global markets, this is a weakness in the sense that
the UK and US markets are grouped together with other markets around the globe and do
not receive the individual attention that this research report aims to provide.
After reviewing the relevant literature for this project three main hypotheses were formed:
• The majority of the participants involved in this research project will likely perceive
the sportswear apparel brands that are more popular or relevant to them in a positive
way and brands that they are less familiar with will not evoke the same amount of
positive perceptions.
• Participants will be more likely and willing to purchase sportswear apparel products
from brands that they are familiar with.
• Sportswear apparel organisations will focus more on developing effective fashion
trend forecasts for the future in order to better prepare for the retailing demands of
consumers. Consumers will also be more interested in quality products that are also
very functional.
Section 3 (Methodology)
1. Research Design
The research conducted for this study consists of quantitative data that was obtained
through the use of online surveys using open and closed ended questions. The logic behind
adopting this particular approach stems from the perspective of efficiency. Using online
surveys makes it easier to access groups and individuals who would normally be difficult or
impossible to reach through other channels (Wright, 2006). The time frame that this research
needed to be conducted in made the use of online surveys a very practical and efficient
approach compared to other options. Online surveys allow for researchers to get in touch
with larger numbers of participants in a shorter amount of time with geographic distance not
being a barrier due to the internet (Taylor, 2000). The level of complexity that needed to be
explored and analysed within this research project within the time frame that needed to be
adhered to required the efficiency and flexibility that online surveying could provide.

28
2. Primary Research
2.1 Online Surveys
The data for this research report was collected using the online survey creation tool
“eSurvey Creator” which was utilised to gather responses from participants throughout
various regions of the United States as well as the United Kingdom. The popular social
media websites “Facebook” and “Twitter” were used as channels to advertise and distribute
the online survey to participants via a direct web link. The use of an online survey as
opposed to a more traditional paper survey proved to be very beneficial in terms of reaching
a wider range of participants over a shorter period of time. The questions featured in the
online survey were developed with the aims and objectives as well as the research
questions of this project in mind. Demographic questions were also included in order to
better understand the types of individuals that participated in the research survey and their
backgrounds.
The fact that the survey was only available to participate in online is one of the negative
aspects that could have led to a reduction in the overall response rate. However, a large
majority of the population of the United Kingdom have used the internet or are considered to
be active internet users. As of March 2016 around 87.9% of adults in the United Kingdom
have used the internet, this number is up 1.7% compared to last year (Office for National
Statistics, 2016). In the United States 88.5% of the population is online, this is up 1.1%
compared to last year (internetlivestats.com, 2016). Both the United Kingdom and the United
States have a high percentage of their population using the internet as detailed below in
Figure 2 which means that using the internet as a survey distribution channel was relevant
and appropriate in the case of this research project.
In total 100 people participated in the online research survey, of the 100 participants 68%
were female and 32% were male. The ages of participants ranged from 18 to 75 and older
years of age with the majority of participants (57%) being in the 18 to 24 year old range. Of
the participants surveyed 66% were residents of the United States, 27% were residents of
the United Kingdom, and 7% were residents of other countries around the world. The online
survey was designed with the research questions of this project in mind, the format of the
survey is divided into three parts. The first part of the survey focuses on demographic
questions in order to gain a better understanding of the participants and their specific
background information, the second part of the survey aims to learn more about the

29
preferences and lifestyle choices of participants, and the third and final section of the survey
aims to identify the perceptions of specific sportswear apparel brands that participants hold.
Figure 2: United Kingdom and United States Internet Users as Percentage of Population
Source: (Google.co.uk, 2016)
2.2 Sampling
The goal of the online research survey was to attract participants located in the United
Kingdom and the United States, 93% of the people who participated in the online survey
came from the United Kingdom and the United States. The remaining 7% of participants
were located outside of those two countries in various other nations around the world. The
minimum amount of total responses that was sought out for the online survey portion of this
research project was set at 50 participants in order to validate the exploratory nature of the
research. The total number of survey participants reached 100 at the time of its closing.
Survey participants ranged in age from 18 to 75 years old, identified themselves as
belonging to various ethnic backgrounds, as well as varying income and education levels.
These demographic variations can be attributed to the diverse populations and
environments of the United States and the United Kingdom. Convenience sampling was
used, which is a non-systematic approach that allows potential participants to decide
whether or not they want to take part in the research study (Shonlau et al., 2002). This
sampling approach made finding research participants a much easier and cost effective

30
process which as stated previously was necessary in order to remain within the financial and
time constraints of this project.
2.3 Data Analysis
As stated previously in the primary research section of this report, the online survey creation
tool “eSurvey Creator” was used to collect as well as analyse the responses of the
participants involved with the research portion of this project. The survey creation tool
“eSurvey Creator” includes features within the software that allow for data collected through
it to be analysed effectively and easily. (esurvey Creator, 2016). The results from the online
survey were then utilised to answer the proposed research questions from a statistical and
theoretical perspective.
3. Secondary Research
The secondary research conducted for this dissertation project consists of relevant books,
journal articles, and reports primarily accessed through the the Manchester Metropolitan
University Library and its online resources. The secondary research in this project is
important for providing background information and for laying out the context to the reader.
Secondary research can often be hard to find or can often be irrelevant to specific research
questions (Panther, 2012). To ensure that this project contained a more comprehensive
body of work secondary research was utilised in conjunction with primary research,
combining primary and secondary research together ensured that this research study was
more complete in its findings and information as well as limited in the amount of bias present
within the work.
4. Challenges and Limitations
The data collection process conducted for this research project featured various limitations
due to the fact that quantitative methods typically do not go as in depth as qualitative
approaches such as personal interviews can. Using convenience sampling can also be a
limitation because reaching a specific amount of participants that need to respond to the
online survey is not guaranteed, therefore the risk of not meeting the minimum amount of
participants to validate this kind of exploratory research exists. Another limitation could
involve the perceptions that potential participants have of online surveys. Potential
participants may view online surveys as unappealing or as SPAM, causing them to disregard
the survey and choose not to participate (Lefever, Dal and Matthíasdóttir, 2007). Another
limitation is the amount of time available to fully conduct the research for this project, more

31
time available would allow for more potential candidates to be contacted and made aware of
the online survey. This increase in time would likely lead to a higher number of participants
getting involved in the research and providing further insight into the topic area.
Focusing on residents of the United States and United Kingdom is also a strong limitation
because the research findings will primarily exclude the thoughts and viewpoints of people
living outside of those two countries which could be valuable and important data to consider.
Another limitation of the online survey could stem from the research findings and the
similarities between responses due to the proximity of participants to the researcher
(Bryman and Bell, 2007). The fact that this research survey was distributed only online and
advertised solely on the social networking websites “Facebook” and “Twitter” would also be
a limitation to take into consideration. These factors likely excluded a portion of the
population that do not have active “Facebook” and “Twitter” accounts, increasing the
likelihood of the participants within the sample being homogenous.
5. Methodology Conclusion
The methodology used for this research project utilised primary as well as secondary
research methods to form a triangulation approach. The primary research featured is in the
form of an online survey in which 100 individuals participated. As stated previously the
secondary research included has been collected from scholarly journal articles, books, and
online sources made available from the internet and from resources provided by the
Manchester Metropolitan University Library. This decision was selected due to the fact that it
was the most appropriate approach when taking the financial, geographical, and time
constraints into consideration. The online survey sample primarily consists of participants
from the United States and the United Kingdom with a small amount of respondents being
from other countries around the world.
The aim of this research project was to explore the thoughts, opinions, and preferences of
sportswear apparel consumers in the United Kingdom and the United States, the sample
population is a reflection of that. The amount of participants in the online survey is not
enough to be wholly representative of the very large and diverse populations of the United
Kingdom and the United States and for that reason the sample size poses a limitation for
this research project. The online survey was advertised to potential participants through the
social media websites “Twitter” and “Facebook” in order to reach a large amount of people
within the allotted amount of time. This method of distribution although advantageous in
many aspects could also be considered a limitation due to the fact that some groups of

32
people may not be as actively engaged or as familiar with social media platforms as other
groups.
Section 4 (Analysis of Research Findings)
1. Demographic Characteristics of UK and US Sportswear
Consumers
1.1 Gender and Age Breakdown
The breakdown of individuals that participated in the online research survey is not balanced
between the male and female genders. As indicated by figure 3 below, the data shows that
the majority of survey respondents (68%) were female and the remaining portion of the
sample’s population (32%) were male. This is an interesting piece of information that could
be important in highlighting an increase in women becoming more interested in sportswear
apparel and adopting more physically active lifestyles. Sportswear apparel leader Nike
indicated that the rate of sales growth within its female clothing range was growing at a
much faster rate than that of Nike’s menswear products with projections to continue to do so
in the future (Balfour, 2015).
Figure 3: Gender Breakdown of Online Survey Participants
Source: eSurveycreator.com, 2016

33
The age variations of individuals who participated in the online survey ranged from 18 to 75
years of age. Figure 4 below illustrates the respective number of participants that fall under
each age category. The majority of the online survey participants fit into the 18-24-year-old
age range with the 25-34-year-old category being the second most populated, this
presumably makes the results of the survey more of a reflective representation of the
perceptions and preferences of younger people as opposed to those of a much more mature
age group. The majority of survey participants being within the 18-24-year-old age range
could potentially have an impact on the findings in this research study regarding the results
for brand popularity. Participants that are between 18-24 years old are more likely to be
active users of social media compared to older participants, thus making social media a
powerful channel for sportswear brands to utilise in order to reach this particular age group
(see appendix C). Mangold and Faulds (2009) make the claim that effective marketing
strategies are making the transition away from traditional advertising and are embracing
social media as a dominant and trustworthy channel of communication. Sportswear brands
that are more effective on social media are more likely to be favourable to participants in the
18-24-year-old range compared to sportswear apparel brands who are not as popular on
social media websites.
Figure 4: Age Breakdown of Online Survey Participants
Source: eSurveycreater.com, 2016

34
1.2 Ethnic Background and Geographic Location
The various ethnicities of individuals who participated in the online survey are represented in
Figure 5 below. The majority of participants (77%) identified themselves as being
Caucasian, the second largest group of participants (10%) identified themselves as being of
African American or of Black British ethnic origin, and the third largest group (7%) identified
as being of Asian/Pacific Islander ethnic origin. The large percentage of Caucasian
participants was expected due to the fact that the majority of the population in England and
Wales (86%) as well as the United States (77.1%) are of Caucasian ethnic origin (see
appendix D).
Figure 5: Ethnic Backgrounds of Survey Participants
As shown below in Figure 6 the majority (66%) of survey participants indicated that they
resided in the United States, making the remaining participants (27%) residents of the
United Kingdom, and a small amount (7%) of participants residents of other countries
around the world. The majority of the population of participants being located in the United
States could potentially have an impact on the findings regarding the purchasing

35
preferences of participants in this research study. European sportswear apparel brands
could be perceived more unfavourably than North American sportswear apparel brands due
to their unfamiliarity amongst participants in the United States.
Figure 6: Geographic Location of Survey Participants
Out of the online survey participants from the United States (92.4%) predominately came
from the Midwestern region of the country with a very small percentage (4.5%) living in the
Southern region, and an even smaller portion (3%) residing in the West all shown in Figure 7
below. The potential reasoning behind the majority of participants coming from the
Midwestern region of the United States could be a result of a high volume of participants
being available to the researcher who also happen to be from this particular region within the
country.

36
Figure 7: Regional Locations of United States Participants
The majority of the survey participants from the United Kingdom (63%) resided in the
Northwest of England. The remaining respondents were located throughout various parts of
the country. Yorkshire and the Humber represented 18.5% of participants, the East Midlands
represented 7.4%, the North East represented 3.7%, the South East represented 3.7%, and
Northern Ireland represented 3.7% of the survey participants. The large number of
respondents from the North West is likely to be a result of Manchester Metropolitan
University being located in that region of the country which is where the researcher was
based, also a fair number of participants in the online survey happened to be Manchester
Metropolitan students.

37
Figure 8: Regional Locations of United Kingdom Participants
1.3 Education and Income Level
The majority of the online survey’s participants (30.3%) held a bachelor’s degree, the
second largest group that participated (25.3%) indicated that they held some university
credit but did not have a degree, 18.2% of participants finished secondary school but did not
attend a university, 13.1% of participants held a master’s degree, 8.1% of participants held
an associate degree, 2% of participants attended a trade or technical institution, 2%
attended some high school but did not receive a certification, and 1% of participants held a
doctoral degree. All education levels had some form of representation in this survey, figure 9
below further highlights the data.

38
Figure 9: Education Levels of Participants
Participants were asked to indicate their annual household incomes which is detailed below
in figure 10. The majority of survey participants (27.3%) fit into the $20,000-
$34,999/£15,000-£26,999 per annum range. Closely behind that income range were
participants living in a household that made under $20,000/£15,000 per annum which was
24.2% of the survey’s overall population. The remaining amount of participants were closely
distributed throughout the annual income scale in close proximity to one another.

39
Figure 10: Annual Household Incomes of Participants
2. Social and Behavioural Characteristics of UK and US Sportswear
Consumers
2.1 Level of Physical Activity
Physical activity level is an important variable to analyse and consider when attempting to
understand the relationship between sportswear apparel organisations and their consumers.
Figure 11 below illustrates the viewpoints that survey participants had towards physical
exercise. The majority of survey participants (44.4%) indicated that physical exercise is
somewhat important to them, 35.4% of participants indicated that it was very important to
them, 12.1% indicated that it was extremely important to them, 7.1% indicated that physical
exercise was not so important, and 1% indicated that it was not important at all. There is
likely to be an increased chance of consumers being interested in sportswear and fitness
apparel if they are looking at physical exercise as more than just a hobby but as an all-
around lifestyle (Petro, 2015).

40
Figure 11: Participants View of Physical Fitness
Survey participants that indicated physical exercise as being somewhat important and above
were then asked about the type of physical activity that they perform most often. The
majority of respondents (57.1%) identified walking as their primary form of exercise, running
was selected as the second most popular form of exercise according to 31.9% of survey
participants. Lifting weights was the third most popular form of exercise overall and was
chosen by 27.5% of participants as their primary form of exercise. Other forms of physical
exercise were indicated by 14.3% of participants, 13.2% of participants indicated swimming
as their main form of exercise, 9.9% indicated that they played a team sport, and 8.8%
indicated that they hiked. Figure 12 below shows the various forms of exercise chosen by
participants and how they compare amongst each other.

41
Figure 12: Exercise Preferences of Participants
2.2 Brand Familiarity and Awareness
Survey participants were asked to rank sportswear apparel brands on a scale of 1 through
10 where 1 indicated the brand that brought in the most revenue within the last fiscal year
and where 10 indicated the brand that brought in the least amount of revenue. The majority
of participants (77.66%) selected Nike as being the most profitable sportswear apparel
brand within the past year, 46.81% of participants selected Adidas as the second most
profitable sportswear apparel organisation last year, and 18.09% of participants selected
Under Armour as being the third highest grossing sportswear apparel organisation. Figure
13 below illustrates the various responses from participants indicating how they ranked
different sportswear apparel brands amongst each other in terms of incoming revenue.

42
Figure 13: Participant’s Perception of Brands Ranked According to Annual Revenue
Participants from the United Kingdom were asked to identify their level of familiarity of North
American sportswear apparel brands on a four-point scale ranging from never having heard
of the particular brand in question to being very familiar with the brand. The majority of the
participants from the United Kingdom (80.77%) indicated that they had never heard of the
North American sportswear apparel brand Lululemon Athletica, 23.08% of participants
indicated that they were not really familiar with Columbia sportswear, 38.46% of participants
indicated that they were somewhat familiar with the brand Jordan, and 96.15% of United
Kingdom participants indicated that they were very familiar with the Nike sportswear apparel
brand. Figure 14 below illustrates the full results of participants from the United Kingdom.

43
Figure 14: United Kingdom Participant’s Familiarity of North American Sportswear Brands
Survey participants from the United States were asked to answer the same question but
instead of indicating their familiarity with sportswear apparel brands from North America they
were asked to indicated their familiarity with sportswear apparel brands from the European
continent. The majority of the participants from the United States (91.53%) indicated that
they had never heard of’ the sportswear brand Lonsdale, 18.65% indicated that they were
not very familiar with Umbro, 23.73% indicated that they were somewhat familiar with
Umbro, and 86.44% indicated that they were very familiar with the Adidas sportswear
apparel brand. The Umbro sportswear apparel brand fell in the middle on the familiarity
scale for participants in the United States with almost a split between survey participants
indicating that they were not very familiar with the brand and participants who were
somewhat familiar with the brand. Figure 15 below provides further information into the
familiarity levels of the United States participants.

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Figure 15: United States Participant’s Familiarity of European Sportswear Brands
2.3 Purchasing Preferences and Brand Perceptions
Survey participants were asked to rank the factors that they took into consideration when
purchasing a sportswear apparel product based on level of importance on a 6-point scale
where 1 indicated a very important factor and 6 indicated a not very important purchasing
factor. The majority of survey participants (24.49%) indicated that quality was the most
important factor for them when purchasing a sportswear product. Closely behind quality
came comfort which was selected as the most important purchasing factor by 23.47% of
survey participants. price and functionality tied at 20.41% as participants third most
important purchasing factor. The majority of participants (40.82%) selected the brand as
being the least important factor that they take into consideration when making a sportswear
apparel purchase. Figure 16 below illustrates the full rankings of the participants.

45
Figure 16: Factors that Affect Participant’s Purchasing Decisions
Survey participants were asked to identify characteristics that their favourite sportswear
apparel brands possessed. The majority of participants (82.5%) indicted that their favourite
sportswear apparel brand was comfortable. The second most popular characteristic was
stylish which was chosen by 64.9% of the survey participants. The third most popular
characteristic that survey participants selected was affordable which was chosen by 40.2%
of the overall participants. Comfort, style, and affordability were the most prevalent
characteristics that survey participants identified their favourite sportswear apparel brands
as possessing. Figure 17 below shows the remaining characteristics chosen by survey
participants and how they rank amongst each other.

46
Figure 17: Characteristics of Participant’s Favourite Sportswear Brands
Participants were asked to identify their typical point of purchase for sportswear apparel
products, the majority of respondents (66%) indicated that they typically purchase
sportswear apparel from retail establishments (i.e. Dick’s Sporting Goods, Sports Direct).
The second most popular point of purchase was online, which was the first choice of 38.3%
of participants. Figure 18 below displays the full results of survey respondents regarding
typical points of purchase. These research findings do not directly prove or disprove any of
the hypotheses that were proposed but the findings were unexpected. This is due to the fact
that consumers aged 18-34 spend more money online per year than any other age group
(Smith, 2013). With the majority of survey participants belonging to this age range it was
expected that online would serve as the typical purchasing point for the respondents of this
research survey (see appendix E).

47
Figure 18: Participant’s Typical Point of Purchase for Sportswear Products
From a list of pre-determined choices survey participants were asked to identify
characteristics that they believed were most apparent for a list of specified sportswear
apparel brands. There were six different characteristic traits for survey participants to choose
from, Reebok was identified as being the most reliable sportswear apparel brand according
to 29.35% of the survey participants. Under Armour was selected as being the most
innovative sportswear apparel brand by 29.35% of survey participants. Umbro was chosen
as being the most unique sportswear apparel brand by 23.91% of participants. The New
Balance sportswear brand was selected as being the most comfortable by 35.87% of survey
respondents. The most affordable sportswear brand as chosen by 46.74% of participants
was Fila. Lastly, the most stylish sportswear apparel brand according to 41.30% of survey
participants was Nike. Figure 19 below details the data collected for the survey participant’s
perceptions of apparent sportswear apparel brand characteristics.

48
Figure 19: Participant’s Perceptions of Most Apparent Brand Characteristics
Survey participants were asked to select one statement from a series of statements that
most closely indicated how they felt purchasing athletic trainers from a list of sportswear
apparel brands. Nike was the most preferred brand amongst participants in terms of athletic
trainers as indicated by 65.93% of survey respondents. The second most popular
sportswear apparel brand for athletic trainers according to survey participants was the
Adidas brand which was selected by 31.87% of survey respondents. The third most popular
sportswear apparel brand for athletic trainers was Converse, which was selected by 20.88%
of the population that participated in the online survey. The sportswear apparel brand that
was selected as the least popular amongst survey participants was Umbro, 67.03% of
survey participants indicated that they would never buy or use athletic trainers from the
brand. Figure 20 below highlights the remaining data regarding survey participants and their
purchasing preferences of athletic trainers from select multinational sportswear apparel
brands.

49
Figure 20: Participant’s Shoes/Trainers Purchasing Preferences
Source eSurveycreator.com, 2016
Participants were asked to identify the statement that best aligned with their individual
feelings towards purchasing sportswear apparel (not including athletic trainers) from a list of
pre-determined sportswear brands. Nike was the preferred sportswear brand for apparel
products amongst the majority of survey participants (64.77%). The second most popular
sportswear brand for consumers purchasing apparel was Adidas which was the preferred
option amongst 27.27% of the survey’s population. The third most popular sportswear brand
for consumers looking to purchase sportswear apparel was Under Armour, which was
selected by 23.86% of the overall survey population. Figure 21 below showcases the
remaining purchasing preferences of the survey participants.

50
Figure 21: Participant’s Sportswear Apparel Purchasing Preferences
The final question of the online survey asked participants to identify their favourite
sportswear apparel brand. The majority of participants (61.4%) chose Nike, 19.3% of
participants chose Adidas, 8% chose Under Armour, 4.5% selected “Other”, 2.3% selected
Asics, and the remaining 4.4% was evenly split between Reebok, Converse, New Balance,
and Puma. Figure 22 below shows the data as a bar graph for comparison amongst each of
the pre-determined sportswear apparel brands.

51
Figure 22: Participant’s Favourite Sportswear Brands
3. Analysis of Findings Conclusion
When looking at question 15 in the online research survey (figure 13) the findings support
the first proposed hypothesis that sportswear apparel brands that are perceived as being
more popular will also be perceived more positively by consumers throughout the rest of the
survey. Nike and Adidas in that order were perceived as being the top 2 sportswear apparel
brands amongst all choices. Participants were asked to rank sportswear apparel brands in
terms of revenue gained last year, this was compared with the actual revenue ranking of
sportswear apparel brands (see appendix F). The majority of survey participants correctly
identified 4 out of 5 sportswear apparel brands by revenue rank which demonstrates how
brand popularity evokes positive perceptions, positive perceptions in this case meaning
revenue earned last year. These particular research findings are in line with what many
other researchers have proposed in their work on branding and consumer perception. The
second hypothesis proposed in this research study which stated that participants would be
more likely to purchase sportswear apparel products from brands that they were familiar with
was also found to be correct. Nike and Adidas were the top 2 brands that both participants in
the United Kingdom as well as the United States were familiar with, these 2 brands were

52
also selected as the top 2 sportswear apparel brands that participants preferred when
purchasing a sportswear product (see figure 20 and 21). These findings offer something that
they literature studied did not present within its work on brand perception. These findings
showed that the majority of participants who resided in Europe were more familiar with North
American sportswear apparel brands, whereas their North American counterparts displayed
a much lower familiarity level with European sportswear apparel brands.
Lastly, the final proposed hypothesis within this research project proved to be much more
difficult to determine whether or not it was proven to be correct. The findings regarding
consumer’s preferences were supported by reviewed literature on future consumption trends
and forecasts, however since no future fashion retailing questions were asked within the
online survey it is difficult to use secondary research alone to prove whether or not
sportswear apparel organisations will make the same changes that the final hypothesis
proposed.
Section 6 (Conclusion)
1. Summary
The original aims of this research project were to critically explore, analyse, and discuss
three aspects of branding as they related to sportswear and the relationship between
sportswear apparel organisations and consumers. This project also aimed to identify and
evaluate future retailing and consumption trends within the context of multinational
sportswear apparel brands in the United States and the United Kingdom. The analysed
literature on the topic of branding highlighted studies conducted on brand identity and brand
personality, leading theories suggested that consumers analyse brands like they analyse
people. Thus enabling them to be perceived favourably or unfavourably depending on how
their identities and products resonate with consumers. Other theories stated that people
often use brands as a way to express and project their personality out into the world, brands
can be used as an extension of self to satisfy psychological needs. Many pieces of literature
stated that effective branding translates to an increase in overall brand value, an example of
this as stated earlier being Under Armour overtaking Adidas in the number 2 spot in U.S.
sales last year because of their branding deal with basketball superstar Stephan Curry.
Journal articles also cited research supporting the projections of how much the global
sportswear apparel market is expected to gain in revenue in the near future. One study
indicated that the market sector was projected to bring in $184.6 billion within the next 4

53
years. Multiple authors also argued that customer satisfaction and customer retention go
hand in hand, making the argument that loyal customers are often more removed from the
purchasing process because they are satisfied with the brands that they purchase from.
Literature also suggested that Europe would continue to be the largest market for the
sportswear apparel sector up into the year 2030, but China would show a major increase in
growth due to Westernization and an increased emphasis on healthy living. Lastly, pieces of
literature on future trends in the sportswear apparel sector suggested that many sportswear
brands will likely take the route of fast fashion brands and streamline production in order to
have better control over the quality of products as well as faster turnaround times to meet
consumer demand.
The research findings in this project illustrated the importance that physical exercise plays in
the lives of the individuals that participated in this survey. The research findings also
indicated that quality, comfort, and style are the top 3 most important factors that are taken
into consideration when purchasing a sportswear apparel product. The majority of
participants also indicated that their favourite sportswear apparel brands were comfortable,
stylish, and affordable. Retail stores were indicated as being the typical point of purchase for
sportswear apparel products by the majority of survey participants (66%) with online coming
in second as 38.3% selected this as their number 1 purchasing point. Participants were
asked to provide words that came to their mind when they thought of each of the top 3 global
sportswear apparel brands (Nike, Adidas, Puma). Stylish, Innovative, and well-made were
some of the common words that participants associated with the Nike brand. Football,
comfortable, and sports were some of the popular words that respondents associated with
the Adidas brand. Football, average, and unpopular were common words that survey
participants associated with the Puma sportswear brand.
Survey participants located in the United States were asked to select their level of familiarity
amongst a select number of European sportswear apparel brands, participants in the United
Kingdom were asked to select their level of familiarity amongst a select number of North
American sportswear apparel brands. The research findings showed UK participants as
being very familiar with Nike, Converse, and The North Face but not so familiar with
Lululemon Athletica, Saucony, or Columbia. Participants in the U.S. were very familiar with
Adidas but were very much unfamiliar with a majority of the listed European sportswear
apparel brands (Kappa, Umbro, Slazenger, Lonsdale, Ellesse, Moncler, Le Coq Sportif). In
terms of athletic trainers, the research findings indicated that the majority of participants
(65.93%) preferred to purchase Nike products compared to all other sportswear appare

54
brands. The second most popular athletic trainers amongst participants were Adidas which
were preferred by 31.87% of participants. When asked to indicate sportswear apparel
preferences survey participants responded much like they did when asked about athletic
trainers. The majority of survey participants (64.77%) indicated that they preferred Nike
products over all other sportswear apparel products and 27.27% indicated that they
preferred apparel from Adidas.
This research project successfully captured the opinions and preferences of sportswear
apparel branding and products from participants living in two of the most important markets
for the sector, the United Kingdom and the United States. This information within this report
is very useful to industry professionals as well as academics interested in gaining further
knowledge and perspective on the subject matter. Key aspects of branding was analysed,
valuable brand traits were identified, brand loyalty and its relationship with consumer
purchasing decisions were put into context, and future trends in sportswear apparel retailing
as well as consumer consumption were explored. Thus meaning that the original objectives
of this research study were met.
2. Limitations
It is possible that the sample of individuals who participated in the online survey as per the
primary research portion of this dissertation project could be considered a limitation due to
the diversity and overall accuracy of representation of the United Kingdom as well as the
United States within the data collected. This potential limitation could be a result of using the
social media platforms “Facebook” and “Twitter” as distribution channels to target individuals
within the researcher’s social network. Consequently, the majority of the participants in the
research are likely to be university students, young professionals, or within the 18-24-year-
old age range who share similar backgrounds as well as interests. Another limitation present
within this study is the lack of male representation within the research findings. This could be
a result of female students often being more enthusiastic than their male counterparts when
it comes to communication and willingness to participate in research studies (Fallows, 2005).
The brands selected for participants to choose from were arbitrary, this could have had an
effect on the research findings which would make it a limitation as well. This primary
research study only includes the opinions and preferences of 100 participants that are
disproportionately mixed in several categories, there are also survey questions that some
participants did not answer or could have answered untruthfully either intentionally or
unintentionally due to inherent bias as well as other unforeseeable factors.

55
3. Ethical Considerations
The work within this project consists of primary research in the form of an online survey as
well as secondary academic literature sources, participants in the primary research portion
of this project were made aware at the start of their participation in the online survey that any
responses provided by them would be anonymous and would not indicate their direct
participation in any way. This was to ensure participants that their anonymity would remain
protected throughout the duration of the research process and thereafter. Background
information regarding the research study and its purpose was made available to each
participant. This was done in order to prepare the participant and to set the stage for what
was to be expected from the research that they would be participating in. Ethics are
essential for ensuring quality research control as well as vital in order to avoid bad research
practices (MMU, 2016). Steps have been taken to ensure that all research conducted for this
report has been done ethically and is aligned with the expectations and requirements of
Manchester Metropolitan University.
4. Areas of Further Research
The data collected from this research project can be utilised as a resource for industry
professionals as well as academics looking to conduct research in the areas of branding,
sportswear, or international consumer preferences. Readers should use the information
gathered from this study in conjunction with other research studies on similar topic areas in
order to gain further insight. Future studies conducted on the topic of branding should aim to
include a larger sample size in order to gain more of a true representation of the total
population that is being studied. Future studies should also aim to gather a diverse and
mixed sample group in regards to gender, age, education, and income level in order to gain
more of a well-rounded perspective. In future research studies it could be useful to examine
specific sportswear apparel marketing campaigns and how the intended audience perceives
the campaigns. These results could then be analysed in order to show the impact level that
they have on consumer perceptions as well as preferences of sportswear apparel products.

56
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