The effects of brand equity on millennials’ purchase decision for sports nutrition products in Ireland
نویسندگان
چکیده
Based on the theory of planned behaviour, this study investigates whether brand equity influences purchase intention for sports nutrition products among millennials in Ireland and what factors influence their decision. This research reports results a survey 102 millennials. The suggest that millennials' it is also influenced by subjective norms perceived behavioural control. Furthermore, analysis shows correlation between its subdimensions (brand awareness/associations, quality, loyalty) intention. contributes to management literature industry provided managers with various suggestions how build business practices.
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ژورنال
عنوان ژورنال: DBS business review
سال: 2023
ISSN: ['2565-5272', '2565-5280']
DOI: https://doi.org/10.22375/dbr.v5i.87