The effects of brand equity on millennials’ purchase decision for sports nutrition products in Ireland

Abstract

Based on the theory of planned behaviour, this study investigates whether brand equity influences the purchase intention for sports nutrition products among millennials in Ireland and what factors influence their purchase decision. This research reports the results of a survey of 102 millennials. The results suggest that brand equity influences millennials' purchase intention and that it is also influenced by subjective norms and perceived behavioural control. Furthermore, the analysis shows a correlation between brand equity and its subdimensions (brand awareness/associations, perceived quality, brand loyalty) and purchase intention. This study contributes to the brand management literature in the sports nutrition industry and provided brand managers with various suggestions on how to build brand equity in their business practices.

The Impact of Extraversion and Introversion on Millennials Propensity to Recommend Their Preferred Fitness Center

“…The psychological condition of the consumer plays an important role in deciding whether to purchase a product or service. In choosing to attend a fitness center, Millennials' choices may be influenced by their personality type (extraversion or introversion) [16], but also by key factors, such as cost, service quality improvement, waiting time, noise level, and service responsiveness [38], as well as the perceived quality and subjective norms of the offered services [39].…”