Evaluating the Influence of Sportswear Brand Personality on Generation Y Customer Preference in Malaysia
B. Hardjono1, C. Y. Teng2
1B. Hardjono, Faculty of Technology Management and Technopreneurship, Universiti Teknikal Malaysia Melaka, Hang Tuah Jaya, Durian Tunggal, Melaka, Malaysia.
2C. Y. Teng, Faculty of Technology Management and Technopreneurship, Universiti Teknikal Malaysia Melaka, Hang Tuah Jaya, Durian Tunggal, Melaka, Malaysia.
Manuscript received on 24 May 2019 | Revised Manuscript received on 11 June 2019 | Manuscript Published on 26 June 2019 | PP: 38-44 | Volume-8 Issue-1S5 June 2019 | Retrieval Number: A00080681S519/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Generation Y (Gen Y) is an important target market in fashion products such as sportswear. Due to the big market potential, many of brand owners created the various brand personality to attract the interest of this generation. This study attempts to explain whether there is a positive effect of brand personality on Gen Y’s preference in choosing a sportswear brand. A purposive sampling was conducted by taking 300 Gen Y people distributed in the area of Central Malaysia. Using quantitative methods and multiple regression and t-test analysis, it was found that brand personality such as sincerity, competence, sophistication, and ruggedness have a positive influence on Gen Y’s preference in determining sportswear brand choices, while the personalities of excitement components are not proven to have significant influence.The marketerin sportswear industry should, however, carefully evaluate the nature of brand personality regarding any other variables that are not included in this research that should be addressed to the future research.
Keywords: Brand Personality, Gen Y, Sportswear, Customer Preference.
Scope of the Article: Next Generation Internet & Web Architectures