Author - Ephrem Habtemichael REDDA

The sports footwear industry is an attractive market, especially with the Generation Y market segment. The purpose of this study is to establish the determinants of brand loyalty of sports footwear brands in South Africa. The study followed a descriptive research design and implemented a quantitative research method. Of the nine independent variables, six variables namely brand image, brand association, style, brand name, price and endorsement were found to have a statistically significant influence on Generation Y consumers’ brand loyalty toward sports footwear, while three of the nine variables namely perceived quality, comfort and style, were not found to be statistically significant predictors of brand loyalty. It is important for manufacturers and marketers of sports footwear brands to understand which factors contribute to brand loyalty to their sports footwear brands as this will provide them with the insight to know what to feature in their product during the production stages...