P/M/444. Brand loyalty: Nike and Reebok

The paper examines the phenomenon of brand loyalty in sports footwear providing a review of literature on the sports shoe market, theories of consumer behaviour, brand loyalty, quality, etc. A case study is designed and conducted using the methods of primary data collection (customer centric questionnaires) and secondary data interpretation on the basis of positivist and realist methodologies, qualitative and quantitative analysis, deduction and induction. Conclusions are made about consumer loyalty to Nike and Reebok brands, and the changing trends in sports wear consumers.