Generation Y Customers’ Experience with Sneaker Brands: A Brand Image Model Validation

Marko Deventer, Rita Klonaridis () and Heleneze Lues
Additional contact information
Marko Deventer: North-West University
Rita Klonaridis: North-West University
Heleneze Lues: North-West University

A chapter in New Challenges of the Global Economy for Business Management, 2025, pp 1627-1637 from Springer

Abstract: Abstract The South African sneaker market has seen significant sales growth, especially among Generation Y, outpacing other footwear categories. This surge in sales has attracted various brands to the market, offering customers ample choices and fostering powerful competition among sneaker manufacturers. To remain competitive and bolster their brand image, sneaker manufacturers continually innovate by developing improved sneaker brands. However, no validated brand image scale is currently specific to the South African context, creating a gap in understanding customer experiences. This study aimed to develop and validate a sneaker brand image model encompassing five factors: brand image, sneaker features, price, peer influence, and uniqueness. Such a scale would provide insights into consumer perceptions, enabling brands to effectively refine their strategies and enhance customer experiences. The research was quantitative in nature and the mall intercept approach was used for data collection. A survey was administered via self-report questionnaires, collecting data from a convenience sample of 400 Generation Y students between the ages of 18 and 24 years. To analyze the results, a confirmatory factor analysis was done using AMOS, as well as reliability and validity assessments, correlation analysis, and multicollinearity analysis. The results indicate that the five-factor model, encompassing brand image, sneaker features, price, peer influence, and uniqueness, is a reliable and valid model for measuring the perceived image of sneaker brands among the Generation Y sneaker market. The measurement model exhibits excellent model fit, thereby verifying its psychometric properties for further analysis using path analysis.

Keywords: Model validation; Generation Y; Customer experience; Brand image (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-4116-1_106

Ordering information: This item can be ordered from
http://www.springer.com/9789819641161

DOI: 10.1007/978-981-96-4116-1_106

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().