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Brand Loyalty and Celebrity Endorsem...

Nyamwala, Edwin Odipo.

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Brand Loyalty and Celebrity Endorsements in the Sports Apparel Industry Among American and Kenyan Youth: A Qualitative Comparative Case Study.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand Loyalty and Celebrity Endorsements in the Sports Apparel Industry Among American and Kenyan Youth: A Qualitative Comparative Case Study./
作者:	Nyamwala, Edwin Odipo.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	159 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.
Contained By:	Dissertation Abstracts International78-08A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10258892
ISBN:	9781369654967

Brand Loyalty and Celebrity Endorsements in the Sports Apparel Industry Among American and Kenyan Youth: A Qualitative Comparative Case Study.
Nyamwala, Edwin Odipo.

Brand Loyalty and Celebrity Endorsements in the Sports Apparel Industry Among American and Kenyan Youth: A Qualitative Comparative Case Study. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 159 p.

Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.

Thesis (D.B.A.)--Northcentral University, 2017.

Kenya and the United States have differences that may affect how products can be marketed effectively by marketing companies. The problem that this study addressed was that brand loyalty is often developed globally by marketers with little regard to the differences in the characteristics of target customers. To address the problem, the purpose of this qualitative comparative case study was to explore the perceptions of American and Kenyan youth on brand loyalty and celebrity endorsements in sports apparel brands. Youth aging from 18-30 years in Kenya and the United States comprised the sample given the value that marketers put in these key demographics. Using purposive sampling strategy, 10 youth from colleges and universities in the city of Nairobi in Kenya and 10 youth from colleges and universities in the city of Nashville, Tennessee in the United States comprised the sample for the proposed study. Data were collected through individual, face-to-face, semi-structured interviews. Krippendorff's method for content analysis was used to analyze the data. The analysis yielded several major themes regarding the perceptions of American and Kenyan youth on brand loyalty in sports apparel brands, celebrity endorsement and cross-cultural marketing. There were both similarities and differences in every major them between both groups of respondents, which both confirmed, and challenged, the extant literature on brand loyalty, celebrity endorsement, and cross-cultural marketing. It was recommended that marketing and advertising campaigns should understand that the content of their campaign should be based on a contextual framework of culture and should approach culturally sensitive communications from a contextual point of view, and that across cultural marketing practitioners should consider source credibility and trustworthiness, adapting campaigns to target audiences' cultural frames and expectations.

ISBN: 9781369654967Subjects--Topical Terms:

536353
Marketing.

Brand Loyalty and Celebrity Endorsements in the Sports Apparel Industry Among American and Kenyan Youth: A Qualitative Comparative Case Study.
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