S/M/320. Dissertation. Comparison between China and the UK on Brand Loyalty in the Sportswear Market

The dissertation investigates the features of the British and the Chinese sportswear markets comparing them along the lines of customers' brand loyalty. The review of literature touches on the theory of brand, consumer behaviour, cultural values, etc. Research methods include the analysis of secondary data and primary data collected through questionnaires among sportswear consumers. Conclusions are made about the cultural peculiarities of sportswear brand loyalty and their implications for marketers.