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Influencer Marketing : Creating Brand Equity and Loyalty in the Sports Fashion Industry
Jasperneite, Marina (2025) Influencer Marketing : Creating Brand Equity and Loyalty in the Sports Fashion Industry.
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| Abstract: | This thesis examines the impact of influencer marketing on brand equity and brand loyalty in the sports fashion industry, with a focus on generational differences between Generation Z and Baby Boomers. It is based on a quantitative research design with data from 151 respondents - 110 from Generation Z and 41 from the Baby Boomer generation - collected in an online survey. Gen Z perceives a higher value when influencer marketing is active. Conversely, baby boomers show stronger brand loyalty, suggesting that long-term trust and habits outweigh the influence of social media recommendations. The path from influencer marketing to increased brand equity through influencer credibility is similar for both age groups. However, influencer credibility does not effectively convey brand loyalty, as older consumers' loyalty is tied to long-term brand relationships rather than influencer recommendations. The results of the study show that Generation Z has a stronger connection to brands through influencer marketing, while Baby Boomers have stronger brand loyalty. Influencer credibility significantly mediated the relationship between influencer marketing and brand equity for both generations but not brand loyalty. No significant moderated mediation by age group was found, suggesting an increase in brand perception with influencer credibility. Brand loyalty is primarily determined by long-standing consumer habits. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/106477 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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