The Impact of Brand Loyalty on the Consumer Buying Decision of Millennials in the Irish Sportswear Market

This dissertation delves into the topic of brand loyalty while focusing on millennials and the sportswear market. It aims to measure the role that brand loyalty plays in the purchase decision and discusses the key factors that cause individuals to have favorite sportswear brand. This study builds on the research carried out on the subject brand loyalty while investigating a scarcely researched area regarding the topic, the sportswear market. It is a qualitative study, consisting of six in-depth interviews. The participants were chosen for this study based on their and their familiarity with sportswear brands in order to answer the primary research question. The subsequent findings from this study proved to be very interesting and provide a solid foundation for further investigation in this scarcely researched area